The Effect of Halal Perceptions and Price on Skincare Buying Decisions in Generation Z Muslim: Case Study of Students of SMK Assyukur in Caringin-Bogor
DOI:
https://doi.org/10.70904/Kata Kunci:
Halal Perception, Price, Purchase Decision, Generation Z, SkincareAbstrak
This study aims to examine the effect of halal perception and price on the decision to purchase halal skincare products among students at Assyukur Caringin Vocational School in Bogor, as representatives of Generation Z Muslims. The approach used is quantitative associative, with a sample size of 175 respondents. The sample was determined using the Slovin formula and proportionate stratified random sampling technique. Data were collected through a Likert scale questionnaire and analyzed using multiple linear regression with the SPSS program. The results show that halal perception (X₁) and price (X₂) significantly influence purchasing decisions (Y), both simultaneously and individually. The calculated F value of 120.712 (p = 0.000) and R² of 0.584 indicate that the model is able to explain 58.4% of the variation in purchasing decisions. In the partial analysis, halal perception (t = 6.170; p = 0.000) and price (t = 6.122; p = 0.000) had a significant effect, with price having a greater influence. These findings support the theory of Islamic consumer behavior that purchasing decisions are influenced by a balance between religious values and cost considerations. The results of this study indicate that the halal skincare industry needs to design marketing strategies that consider halal aspects and affordable prices, especially for the teenage Muslim student segment.
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