PENGARUH LABEL HALAL, LABEL BPOM, DAN BRAND AWERENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK MOISTURIZER POND’S OLEH KONSUMEN DI KOTA MATARAM

THE EFFECT OF HALAL LABELS, BPOM LABELS, AND BRAND AWARENESS ON THE PURCHASE DECISION OF POND'S MOISTURIZER PRODUCTS BY CONSUMERS IN MATARAM CITY

Abstract

          This research aims to test and analyze the influence of the Halal Label, BPOM Label, and Brand Awereness on the Purchase Decision of Pond's Moisturizer products by consumers in Mataram City. The sample in this research consisted of 100 samples. The sampling technique in this research used a nonprobability sampling technique with a purposive sampling method. Data analysis in this study used multiple linear regression analysis, all research data was processed using SPSS Statistics 24. The results of testing and statistical data analysis showed that the indicators in the research carried out were declared valid where in the classic assumption test, the data was normally distributed and multicollinearity did not occur. The results of this research also show that the Halal Label and BPOM Label variables have a positive and significant influence on Purchasing Decisions, while the Brand Awereness variable has a negative and insignificant influence on Purchasing Decisions