The Process of Making Consumer Purchase Decisions on Halal Cosmetics in Pekalongan City

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 and chi square test. The number of respondents who became the research object was 150 people with a purposive sampling technique. The purchasing decision making process occurs in five stages. At the introduction stage the most influential thing is product quality, advertising models or brand ambassadors, and the influence of price. In the information search stage, namely the expiration date and the source of commercial information. In the alternative evaluation stage, namely halal guarantee, guarantee of the safety and benefits of cosmetic products labeled halal. At the purchase decision stage is the convenience and practicality of the place of purchase. Post-purchase behavior that influences respondents to make purchases is respondent satisfaction and pricing for cosmetic products. There is one variable that has a relationship between the characteristics of the respondent and the factors of the purchase decision, namely the latest education with cultural factors.