Pengaruh label halal dan harga terhadap minat beli kosmetik di kalangan mahasiswa Universitas Negeri Surabaya

Abstract

This marketing study evaluated how halal labeling and pricing structures influence cosmetic purchase intentions among students at Surabaya State University. Utilizing a quantitative methodology and an associative research framework, data collection was conducted via questionnaires distributed to active university students selected through purposive sampling. The analysis used descriptive statistics, classical assumption diagnostics, and multiple linear regression to assess the relationships between the predictors and the target consumer behavior. The statistical outcomes revealed that halal labeling exerts a positive and statistically significant impact on student interest in purchasing cosmetics. Consumers view the inclusion of official halal text and logos as reliable indicators of product safety, regulatory compliance, and ethical formulation, which directly increases brand trust. Conversely, variations in product pricing did not have a statistically significant independent effect on cosmetic purchase intentions in this demographic. However, when evaluated together, the combination of halal labeling and price collectively influences purchase interest, with halal certification emerging as the dominant driver of student buying decisions. These empirical insights imply that cosmetic manufacturing companies must prioritize and strengthen their marketing strategies by explicitly highlighting visible halal certification and regulatory compliance on their packaging. By focusing promotional campaigns on ingredient purity and ethical standards rather than price competition, brands can more effectively capture market share, build consumer trust, and drive purchasing engagement within the highly receptive higher education student segment.