The Effect Of Beauty Vlogger, Halal Label, Product Quality And Brand Image On Purchasing Decisions For Avoskin Skincare For Muslim Consumers In Pekalongan Regency

Abstract

The importance of maintaining appearance and the development of women's lifestyles have a significant impact on the rapid growth of the beauty industry in Indonesia. This situation encourages the development of the beauty industry, especially the skin care industry, which is very high in Indonesia.One of the rapidly growing beauty care products is Avoskin, sheltered by PT AVO Innovation Technology-Yogyakarta which was established on October 10, 2014. Meanwhile, to achieve goals and maintain consumers to buy Avoskin skincare products, companies must design the right marketing strategy. The purpose of this study was to determine the effect of beauty vlogger, halal label, product quality and brand image on purchasing decisions for avoskin skincare for Muslim consumers in Pekalongan Regency. This research is a type of survey research with a quantitative approach. The data collection method in this study was a questionnaire method using a sample of 96 respondents. The sampling technique was purposive sampling method. This study uses data analysis methods using the help of the IBM SPSS 25 application. The results showed that beauty vlogger, halal label, product quality and brand image on avoskin skincare purchasing decisions. Then simultaneously, beauty vloggers, halal labels, product quality and brand image on purchasing decisions for avoskin skincare for Muslim consumers in Pekalongan Regency.