Pengaruh kualitas produk, harga dan label halal terhadap minat beli produk skincare MS Glow Men di Palangka Raya

Kartini, Kartini (2022) Pengaruh kualitas produk, harga dan label halal terhadap minat beli produk skincare MS Glow Men di Palangka Raya. Undergraduate thesis, IAIN Palangka Raya.

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Abstract

Kualitas produk, harga dan label halal merupakan faktor yang dapat mempengaruhi minat beli konsumen dan sering kali digunakan konsumen sebagai dasar pertimbangan tertarik atau tidaknya terhadap suatu produk tersebut hingga memutuskan untuk melakukan pembelian. Adapun tujuan penelitian ini adalah untuk menganalisis dan mengetahui seberapa besar pengaruh: (1) kualitas produk terhadap minat beli produk skincare ms glow men di Palangka Raya, (2) harga terhadap minat beli produk skincare ms glow men di Palangka Raya (3) label halal terhadap minat beli produk skincare ms glow men di Palangka Raya (4) kualitas produk, harga dan label halal terhadap minat beli produk skincare ms glow men di Palangka Raya.

Jenis Penelitian ini adalah penelitian kuantitatif dengan menggunakan pendekatan kausal (hubungan sebab-akibat). Metode pengumpulan data penulis menggunakan angket. Populasi dalam penelitian ini adalah pelanggan Agen ms glow Palangkaraya yang membeli produk skincare ms glow men. Jumlah sampel yang di ambil sebanyak 96 responden dengan menggunakan rumus lemeshow. Teknik analisis data yang digunakan adalah analisis regresi linear berganda.

Hasil penelitian menunjukan variabel kualitas produk, harga dan label halal berpengaruh positif dan signifikan terhadap minat beli dengan nilai berdasarkan hasil penelitian t hitung untuk kualitas produk sebesar 4.853 > t tabel (1.98609), variabel harga nilai t hitung sebesar 3.191 > t tabel (1.98609), variabel label halal nilai t hitung sebesar 4.744 > t tabel (1.98609). Berdasarkan hasil uji F (39.326 > 2.70) yang artinya variabel kualitas produk, harga, dan label halal jika diuji secara bersama-sama atau simultan berpengaruh terhadap variabel minat beli. Berdasarkan hasil nilai R Square 0.562 atau 56,2%. Angka tersebut menunjukkan besar pengaruh variabel kualitas produk, harga, dan label halal terhadap Variabel minat beli secara gabungan, sedangkan sisanya 43,8% dipengaruhi oleh faktor variabel lain di luar penelitian ini.

ABSTRACT

Product quality, price and halal label are factors that can influence consumer buying interest and are often used by consumers as a basis for considering whether or not they are interested in a product until they decide to make a purchase. The purpose of this study was to analyze and find out how much influence: (1) product quality on interest in buying ms glow men skincare products in Palangka Raya, (2) price on interest in buying ms glow men skincare products in Palangka Raya (3) halal label on interest buy ms glow men skincare products in Palangka Raya (4) product quality, prices and halal labels on interest in buying ms glow men skincare products in Palangka Raya.

This type of research is quantitative research using a causal approach (relationship cause-effect). The author's data collection method uses a questionnaire. The population in this study were customers of the Palangkaraya ms glow agent who bought ms glow men skincare products. The number of samples taken as many as 96 respondents using the Lemeshow formula. The data analysis technique used is multiple linear regression analysis.

The results showed that product quality, price and halal label variables had a positive and significant effect on buying interest with a value based on the results of the research t count for product quality of 4.853 > t table (1.98609), price variable t value of 3.191 > t table (1.98609) , the halal label variable t count value is 4.744 > t table (1.98609). Based on the results of the F test (39.326 > 2.70) which means that the variables of product quality, price, and halal label if tested together or simultaneously affect the buying interest variable. Based on the results of the R Square value of 0.562 or 56.2%. This figure shows the large influence of product quality, price, and halal label variables on the combined purchase intention variable, while the remaining 43.8% is influenced by other variable factors outside this study.

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