Effect of Country of Origin, Halal Labeling, and Price on Purchase Decision of Pinkflash Cosmetics

Abstract

The study is intended to explore the effects of Country of Origin, Halal Labeling, and Price on PinkFlash cosmetic purchase decisions among students at FEB UHAMKA students. This study uses a quantitative approach with a survey method targeting students who have purchased PinkFlash products. Data analysis was conducted using the Partial Least Squares (PLS) method with SmartPLS software. The results show that Country of Origin, Halal Labeling, and Price have a positive and significant effect on purchasing decisions, both partially and simultaneously. These findings contribute to the development of consumer behavior and marketing theory, particularly regarding young Muslim consumers' perceptions of foreign cosmetic brands. Practically, the research results provide input for cosmetic companies to design marketing strategies that integrate brand origin perception, halal certification, and affordable pricing.