The purpose of this research is to analyze the variables celebrity endorser, brand
image, halal label, and electronic word of mouth on purchasing decisions for
Wardah products. This type of research uses quantitative research. The population
in this study were students at the Muhammadiyah University of Purwokerto,
totaling 14,681 students. The samples in the research were students who had
purchased Wardah products at least once. Sampling in this research used
purposive sampling technique. Based on the criteria, the sample size was 110
respondents from Muhammadiyah University Purwokerto students. The data
analysis techniques used are validity test, reliability test, classical assumption test,
multiple linear regression analysis test, coefficient of determination test, T-test..
Celebrity endorsers have a positive and significant influence on purchasing
decisions. Brand image has a positive and significant effect on purchasing
decisions. The halal label has no influence on purchasing decisions. Electronic
word of mouth E-WoM has no influence on purchasing decisions.