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THE EFFECT OF HALAL LABEL, CELEBRITY ENDORSER AND BRAND IMAGE ON THE PURCHASE DECISION OF WARDAH COSMETIC PRODUCTS
(Study on wardah cosmetics consumers)
Rosalina Kartika Wardani1
Fakultas Ekonomi dan Bisnis
Universitas Muhammadiyah Purwokerto
Email : [email protected]
Erny Rachmawati2
Fakultas Ekonomi dan Bisnis
Universitas Muhammadiyah Purwokerto
Email : [email protected]
ABSTRACT
This study aims to examine the effect of halal label, celebrity endorser, and brand image on purchasing decisions. The sample selection in this study was done by purposive sampling. Based on the criteria, 115 respondents were obtained as samples. The data analysis techniques used in this research are instrument test, descriptive statistics, classical assumption test, multiple regression analysis, and hypothesis. testing and analysis using SPSS. The results showed that partially halal label and celebrity endorser did not have a positive and significant effect on purchasing decisions, and brand image had a positive and significant effect on purchasing decisions.