Analysis of Decision Making Factors to Purchase Halal Cosmetics in Pekalongan City Nur Kholidah (a*), Muhammad Arifiyanto (b)
a) Departement of Islamic Economic, University Muhammadiyah Pekajangan Pekalongan, Indonesia
*nur.kholidah92[at]umpp.ac.id
b) Departement of Management, University Muhammadiyah Pekajangan Pekalongan, Indonesia
Abstract
The halal lifestyle has recently been sweeping the world, including Indonesia. One of the halal products that are developing in Indonesia is cosmetic products. This phenomenon causes the purchase of halal cosmetics in Indonesia to also increase. With the increasing number of cosmetic companies emerging in Indonesia, the competition in the cosmetics business is getting tougher. To be able to win the competition so as not to be left behind by consumers, producers must follow the factors behind consumer purchasing decisions for a product. The purpose of this study was to determine how the consumer decision making process in purchasing halal cosmetics in Pekalongan City. The method used in this research is descriptive method. The number of respondents who became the object of the study was 150 people with a purposive sampling technique. The process of making consumer purchasing decisions in purchasing halal cosmetics through five stages, namely: recognition of needs, information search, evaluation of alternatives, purchasing and post-purchase behavior. Factors that are the main criteria in purchasing decisions areQuality is appropriate, advertising model / brand ambassador, Guarantee of product halalness, Expiration date, commercial sources, safety of halal cosmetics, and confidence in the benefits of halal cosmetics.
