Track: Business Analysis and Marketing

Abstract

Based on data obtained in the field, it is known that the number of sales of hand soap products that have a halal label is more attractive to the public during the pandemic. This becomes interesting to study the factors that cause this can happen. The factors of buying interest in handwashing soap are examined based on factors of halal certification, halal awareness, and the materials used to make the halal hand soap. This research was conducted with a quantitative approach to determine the influencing factors by using primary data from interviews with consumers. Data processing is done by testing the validity and reliability of the instruments used. Then analyzed descriptively covering the characteristics of the respondents and the category of variables so that hypothesis testing can be carried out in this study using the T-test, F test, and the coefficient of determination. The results of this study indicate that halal certificates, halal awareness, and halal hand soap ingredients in a hand soap product affect people's buying interest. Meanwhile, these three factors simultaneously affect people's buying interest in halal hand soap with a percentage of 88%.