Analisis Impresi Media Elektronik, Brand Image dan Label Halal dalam Pengambilan Keputusan Pembelian Kosmetik

Abstract

Cosmetics have become an unavoidable need for many people, especially for students who are in the productive phase. They need cosmetics that certainly do not violate the boundaries of Islamic religious values. The main prerequisite for the cosmetic products they buy must meet halal standards so it is necessary to identify what things can affect the decision to buy cosmetics among students.The research method used is a qualitative method with a descriptive approach. This research was conducted on IAILM Suryalaya college students. The respondents who were the research sample amounted to 25 people. Data collection techniques are in the form of observation, interviews and documentation. The data analysis techniques in this study consist of data collection, data reduction, data display and conclusion drawing verification. The results of this study show that the impression of electronic media on the decision to buy cosmetic products for students is quite influential. This is because there are advertisements for cosmetic brands in electronic media that offer discounts and cashback if you shop on certain dates. Then the analysis of brand image impressions on the decision to purchase cosmetic products for students is relatively quite influential. Because this brand image appeared against the background of the needs and interests felt by students, such as for the face and lips which are quite sensitive parts, so the quality of the goods purchased must also be considered even though the price is affordable so with products that have a fairly large and well-known brand image label.