Perkembangan bisnis di Indonesia pada masa sekarang ini semakin pesat dan terus menunjukkan kemajuan terutama bisnis dengan prinsip syariah, sehingga banyak bermunculan produk yang bernuansa islami. Penelitian ini bertujuan untuk mengetahui pengaruh halal lifestyle, harga dan electronic word of mouth terhadap keputusan pembelian Shampo Clear Hijab Pure pada konsumen di Kabupaten Kendal. Metode penelitian yang digunakan adalah pendekatan kuantitatif, dan metode pengumpulan data dilakukan dengan menyebar kuesioner kepada konsumen Shampo Clear Hijab Pure di kabupaten Kendal. Pengambilan sampel sebanyak 100 responden dalam penelitian ini menggunakan metode sampling purposive. Dalam melakukan analisis data menggunakan aplikasi SPSS versi 24. Analisis yang digunakan dalam penelitian ini meliputi uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier berganda dan pengujian hipotesis yang meliputi uji t, uji f, dan uji koefisien determinasi.Hasil penelitian ini menunjukkan bahwa secara parsial: (1) halal lifestyle berpengaruh positif dan signifikan terhadap keputusan pembelian, (2) harga berpengaruh positif dan signifikan terhadap keputusan pembelian, (3) electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan variabel halal lifestyle, harga dan electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian. Berdasarkan uji koefisien determinasi diperoleh hasil R Square yaitu sebesar 0,724 yang artinya bahwa 72,4% variabel dependen yaitu keputusan pembelian dapat dijelaskan oleh ketiga variabel independen yaitu halal lifestyle, harga, dan electronic word of mouth. Sedangkan sisanya dijelaskan oleh variabel-variabel lain diluar dari penelitian ini.

ABSTRACT

The development of business in Indonesia at this time is increasingly rapid and continues to show progress, especially business with sharia principles, so that many products with Islamic nuances appear. This study aims to determine the effect of halal lifestyle, price and electronic word of mouth on purchasing decisions of Clear Hijab Pure Shampoo on consumers in Kendal Regency. The research method used is a quantitative approach, and the data collection method is carried out by distributing questionnaires to consumers of Clear Hijab Pure Shampoo in Kendal district. Sampling of 100 respondents in this study using purposive sampling method. In conducting data analysis using SPSS version 24 application. The analysis used in this study includes validity test, reliability test, classical assumption test, multiple linear regression analysis and hypothesis testing which includes t test, f test, and coefficient of determination test. The results of this study indicate that partially: (1) halal lifestyle has a positive and significant effect on purchasing decisions, (2) price has a positive and significant effect on purchasing decisions, (3) electronic word of mouth has a positive and significant effect on purchasing decisions. Simultaneously, the variables of halal lifestyle, price and electronic word of mouth have a positive and significant effect on purchasing decisions. Based on the coefficient of determination test, the R Square result is 0.724, which means that 72.4% of the dependent variable, namely purchasing decisions, can be explained by the three independent variables, namely halal lifestyle, price, and electronic word of mouth. While the rest is explained by other variables outside of this study.