PENGARUH HARGA DAN LABEL HALAL TERHADAP KEPUASAN PELANGGAN PADA PRODUK MAKE OVER DI YOGYAKARTA

Customer satisfaction becomes the main goal of a company in which there are many factors that must be considered in achieving this goal. This study aims to examine the effect of price and halal label on customer satisfaction on halal cosmetic products. The object of this research was selected in Yogyakarta. This research was a quantitative research. The type of data used in this study was primary data directly obtained from the research respondents using a measurement tool in the form of a questionnaire. The data were collected from the questionnaire results. The questionnaire was distributed to female consumers using the products from Make Over as many as 100 respondents. The data were then processed using SPSS Version 16. The results show that there is a significant effect of the variable of price (X1) and the variable of halal label (X2) partially and simultaneous effect to the customer satisfaction variable (Y) of 37.7%. Meanwhile, the other 62.3% is influenced by other variable not discussed in this study.