PENGARUH BRAND IMAGE, LABEL HALAL DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK MS GLOW SKINCARE (Studi Kasus Pada Masyarakat di Kecamatan Paciran Kabupaten Lamongan)

This study aims to determine the effect of brand image, halal label, and price perception on purchasing decisions for MS GLOW skincare products in the Paciran District, Lamongan Regency. The independent variables in this study are brand image, halal label, and price perception, while the dependent variable is the decision to purchase MS GLOW skincare products in the Paciran District, Lamongan Regency. This type of research is quantitative research, because the data used are in the form of numbers and figures. The source of data in this study is primary data. This data collection method was carried out using questionnaires in the form of google form, the researchers distributed a list of questions to the community in Paciran District, Lamongan Regency who used MS GLOW Skincare Products to become respondents in this study. The population used in this study is the people of Paciran District, Lamongan Regency. The data collection method used non-probability sampling technique with the Accidental Sampling approach. Hypothesis testing using descriptive statistical analysis, validity testing, reliability testing, normality test, classical assumption test, multiple linear regression analysis test, and hypothesis testing using SPSS Version 14. The results showed that the brand image variable had no effect on purchasing decisions (0.104 > 0 0.05), while the halal label variable has a positive and significant effect on purchasing decisions (0.000 < 0.05), the price perception variable has a positive and significant effect on purchasing decisions (0.008 < 0.05)