Pengaruh Harga, Celebrity Endorser, dan Label Halal Terhadap Keputusan Pembelian Produk Kosmetik Merek Wardah

Khusnul Khotimah; Hadi Purnomo

doi:10.21107/ee.v9i2.29812

Pengaruh Harga, Celebrity Endorser, dan Label Halal Terhadap Keputusan Pembelian Produk Kosmetik Merek Wardah

Khusnul Khotimah, Hadi Purnomo

Abstract

This study intends to determine the effect of pricing, celebrity endorser, and halal labeling on consumer decisions to buy cosmetics with the Wardah brand (a study on female students of the Faculty of Economics and Business, University of Trunojoyo Madura). This study used a quantitative methodology and used a questionnaire to collect data from a sample of 96 participants. Based on the research findings, students of the Faculty of Economics and Business, University of Trunojoyo have a positive and significant relationship between pricing and their decision to buy cosmetics with the Wardah brand. For female students of the Faculty of Economics, celebrity endorsers have a positive and significant effect on their decision to buy Wardah brand cosmetics. In addition, it is evident that female students of the Faculty of Economics and Business, University of Trunojoyo Madura, who decided to buy the Wardah cosmetic brand, were influenced by the Halal label. The coefficient of determination is 0.518, meaning that 51.8% of purchasing decisions are influenced by price (X1), celebrity endorser (X2), and halal labeling (X3). While the remaining 48.2% is the influence of other variables that are not included in the research variables.

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DOI: https://doi.org/10.21107/ee.v9i2.29812