PENGARUH FAKTOR PSIKOLOGIS DAN SUBBUDAYA AGAMA TERHADAP KEPUTUSAN PEMBELIAN PRODUK HALAL DI KOTA PADANG (STUDI KASUS PADA KOSMETIK WARDAH)

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Abstract: The aim of this research is to investigate the influence of psychological factors and religious subcultures toward purchase decisions of halal products (Wardah cosmetic) in Padang. The data were collected from 100 respondents through Clustered Sampling method and analyzed using binary logistic regression analysis. This study showed that motivation significantly influence to purchase decision of Wardah cosmetic in Padang. While perception, learning, attitudes, and religious subcultures have insignificantly influences to purchase decision of Wardah cosmetic in Padang.
Keywords: Psychological Factors, Religious Subcultures, Halal Products Purchase Decisions
Penulis: MUTHIA RAHMA DIANTI
Kode Jurnal: jpmanajemendd130664
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