Pengaruh Labelisasi BPOM, Word of Mouth dan Faktor Psikologis Terhadap Keputusan Pembelian Kosmetik Produk Fair and Lovely
Abstract
The purpose of this study was to analyze the effect of BPOM Labeling, Word Of Mouth, and Psychological Factors on the decision to purchase Fair and Lovely cosmetic products for students of the Faculty of Economics and Business, University of Malikussaleh. The type of data in this study is questionnaire data which is a data collection technique that is carried out by providing a set of questions or written statements to the response to answer. The results of this study indicate that BPOM Labeling (X1), Word Of Mouth (X2), and Psychological Factors (X3) have an effect on Fair and Lovely purchases for Students of the Faculty of Economics and Business, Malikussaleh University. With F count > F table, that is 37.042 >Â 2.70. Then the decision is to reject Ho1 and accept Hi1.
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Keywords : BPOM Labeling, Word of Mouth, Psychological Factors, and  Purchase Decisions.
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