THE EFFECT OF HALAL AWARENESS, NATURAL PRODUCT INNOVATION AND PRICE ON PURCHASE DECISION (EMPERICAL STUDY ON SOMETHINC MUSLIM CONSUMERS IN PONTIANAK)

Abstract

ABSTRACT

The growth of the cosmetics and skin care industry globally has also had an impact on the growth of the cosmetics and skin care industry in Indonesia. Indonesia is a fairly large market for cosmetics so this business will be promising for producers who want to develop in the country. The potential for this cosmetic market lies, among other things, in the growing number of young people or millennials. The purpose of this research is to investigate and to analyze The Effect Of Halal Awareness, Natural Product Innovation And Price On Purchase Decision (Empirical Study On Somethinc Muslim Consumer In Pontianak). This type of research is a quantitative research. The population in this study were Somethinc consumers in Pontianak City Have used Somethinc product for at least 2 months with number of samples 100 respondents. The sampling technique in this study was non-probability sampling, namely purposive sampling. the test performed descriptive statistical analysis and used the multiple regression analysis model with the SPSS analysis tool. the research results show that all the hypotheses made in this study are accepted.

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