Proceedings of the 2nd Borobudur International Symposium on Humanities and Social Sciences, BIS-HSS 2020, 18 November 2020, Magelang, Central Java, Indonesia

Research Article

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

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  • @INPROCEEDINGS{10.4108/eai.18-11-2020.2311599,
        author={Nur  Kholidah and Muhammad  Arifiyanto},
        title={The Process of Making Consumer Purchase Decisions on Halal Cosmetics in Pekalongan City},
        proceedings={Proceedings of the 2nd Borobudur International Symposium on Humanities and Social Sciences, BIS-HSS 2020, 18 November 2020, Magelang, Central Java, Indonesia},
        publisher={EAI},
        proceedings_a={BIS-HSS},
        year={2021},
        month={9},
        keywords={cosmetics halal label purchase decision},
        doi={10.4108/eai.18-11-2020.2311599}
    }
    
  • Nur Kholidah
    Muhammad Arifiyanto
    Year: 2021
    The Process of Making Consumer Purchase Decisions on Halal Cosmetics in Pekalongan City
    BIS-HSS
    EAI
    DOI: 10.4108/eai.18-11-2020.2311599
Nur Kholidah1,*, Muhammad Arifiyanto2
  • 1: Department of Islamic Economic, University of Muhammadiyah Pekajangan Pekalongan, Indonesia
  • 2: Department of Management, University of Muhammadiyah Pekajangan Pekalongan, Indonesia
*Contact email: nur.kholidah92@umpp.ac.id

Abstract

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.