THE INFLUENCE OF HALAL AWARENESS, INCOME, AND PRICE PERCEPTION ON CONSUMER PREFERENCES FOR HALAL COSMETIC PRODUCTS (A CASE STUDY AMONG ISLAMIC ECONOMICS STUDENTS AT BRAWIJAYA UNIVERSITY)

Abstract

Indonesia is ranked second with the largest consumers of halal cosmetics in the world. Local cosmetic manufacturers also compete with each other to attract consumer interest, one of which is PT Paragon which has consistently produced halal cosmetics since 1995. If we look at the consumption trend of halal cosmetic products, it can be seen that halal has become a lifestyle trend for some people in Indonesia, namely halal lifestyle. This halal lifestyle is influenced by halal awareness factors. The aim of this research is to analyze the influence of halal awareness, income, and price perception on consumer preferences for halal cosmetic products in PT Paragon brands. The approach used in this research is a quantitative approach with a logistic regression analysis model. The data obtained is primary data from distributing questionnaires to Islamic Economics Students at Brawijaya University. Based on the regression results, the halal awareness variable and the price perception variable have a significant positive influence, while the income variable has a significant negative influence on consumer preferences.