This study aims to analyse the of halal label,brand image, and celebrity endorser on purchase decisions at wardah cosmetic products faculty of economics and business Purwokerto student. The selection of samples in this study used purposive sampling. The sample of this study was 110 respondents. The research method in this study is multiple linear regression. The results of the analysis show that simultaneously the variables halal label, brand image, and celebrity endorser affect purchasing decisions. Parsial tests, the variabel of halal label review has ainsignificant affect, while the brand image and celebrity endorser have a positive and significant effect on purchasing decisions.