THE ROLE OF RELIGIOSITY ON PURCHASE DECISION OF HALAL COSMETICS IN YOUTH
Leni Susanti1,Muhammad Yusuf2

1) Management, Faculty of Economics and Business
2)Accounting, Faculty of Economics and Business
Universitas Muhammadiyah Pekajangan Pekalongan
Jl. Raya Ambokembang No.8 Kab. Pekalongan

Abstract

Halal shows what is permissible and haram means what is prohibited in Islam. The term halal is often associated only with food. But this term basically includes a broader scope than food. This also applies to the selection of cosmetics. The aim of this study is to discover the effect of religiosity to purchase decision of halal cosmetics in youth. The method used for this research is quantitative. The analytical tool used is SPSS. The sample in this research amounted to 100 respondents from 3 faculties in UMPP. The result of this research indicate that religiosity has an effect on purchase decision. Even though religiosity has an effect on purchase decision but youth do not really care about the halalness of the cosmetics they buy due to the understanding that halal is only something that is eaten. This research is expected to further increase the awareness of youth to use halal products not only halal food

Keywords: religiosity- purchase decision- halal cosmetics

Topic: Economics