Analisis ANALISIS PENGARUH LABEL HALAL , DIGITAL MARKETING DAN CONSUMER BEHAVIOR TERHADAP LOYALITAS PEMBELIAN PRODUK KOSMETIK HALAL DI PASURUAN

Abstract

This scholarly inquiry examines the influence of halal certification, digital marketing methodologies, and consumer conduct on the cultivation of buyer allegiance towards halal-certified cosmetic goods within the Pasuruan region. The present investigation adopts a quantitative research paradigm, leveraging a survey-based methodology. Questionnaires were systematically distributed to a cohort of 116 female consumers, who were meticulously chosen through a purposive sampling technique. Subsequent to data acquisition, comprehensive analysis was executed employing multiple linear regression techniques facilitated by the SPSS software package, thereby enabling an evaluation of both the individual and synergistic effects of the examined variables. The findings indicate that halal labeling, digital marketing, and consumer behavior each have a positive and significant partial influence on purchase loyalty. Collectively, these variables also demonstrate a significant impact on consumer loyalty, with an F-statistic of 14.347 and an R Square of 0.278, signifying that the model accounts for 27.8% of the variance in purchase loyalty. Additionally, consumer behavior emerged as the prevailing variable, displaying the highest regression coefficient of 0.339. This indicates that trust in halal certification, effective digital marketing strategies, and increasingly selective consumer behavior are critical factors in enhancing purchase loyalty. The study concludes that purchase loyalty can be improved through strengthening halal certification, optimizing digital marketing, and understanding consumer behavior.