Do Consumer Lifestyle, Halal Labels, and Prices affect Purchasing Decisions?

Desya Delia; Rini Hidayati; Siti Marhamah; Nazma Riska Zhafiraah

doi:10.58777/rie.v1i2.172

Authors

Desya Delia Faculty of Economics and Business, YARSI University, Jakarta
Rini Hidayati Faculty of Economics and Business, YARSI University, Jakarta
Siti Marhamah Faculty of Economics and Business, YARSI University, Jakarta
Nazma Riska Zhafiraah Faculty of Economics and Business, YARSI University, Jakarta

DOI:

https://doi.org/10.58777/rie.v1i2.172

Keywords:

Lifestyle, Halal Label, Price, Purchasing Decisions

Abstract

Lifestyles are increasingly modern, and the needs of consumers past and present are clearly different according to the lifestyle adopted by consumers. Currently, consumers follow developments in trends in all aspects of needs ranging from primary needs to secondary needs in accordance with the lifestyle they adopt, namely the halal lifestyle. This research aims to determine the influence of lifestyle, halal labels, and price on the purchasing decisions of Emina cosmetic products. The sampling technique used was Purposive Sampling. The number of respondents in this study was 100 respondents. Data collection was carried out using the Judgment Sampling method with a questionnaire instrument. The data analysis method used is multiple regression analysis, t-test (partial) coefficient of determination. The research results show that: 1) lifestyle has a positive and significant effect on purchasing decisions. 2) the halal label does not influence purchasing decisions. 3) price does not affect purchasing decisions. A managerial implication that may be relevant is lifestyle management. The company can conduct in-depth market research to understand the lifestyle of its target consumers and determine prices and a pricing strategy that suits the Emina cosmetics market segment, including considering consumer price sensitivity.

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