Pengaruh Halal Awareness, Religiosity, Dan Marketing Influencer Terhadap Keputusan Pembelian Produk Wardah Sebagai Brand Kosmetik Halal Pertama Indonesia

Abstract

The increasing interest of the public in halal cosmetic products, the cosmetics industry is striving to boost their sales. The objective of this research is to examine the influence of Halal Awareness, Religiosity, and Marketing Influencer on the purchase decisions of Skincare and Cosmetics products from Wardah. The research methodology used in this study is multiple linear regression analysis, with a sample of 100 respondents from the DKI Jakarta area.The results of the multiple linear regression analysis show that Halal Awareness, Religiosity, and Marketing Influencer individually have a significant impact on purchase decisions. Moreover, collectively, Halal Awareness, Religiosity, and Marketing Influencer significantly influence purchase decisions. Based on the coefficient of determination test, it was found that these three variables contribute to 61.9% of the variation in purchase decisions for Skincare and Cosmetics products from Wardah in DKI Jakarta. In light of these findings, the hope of this research is to provide valuable insights for Wardah as a manufacturer, helping them design more effective marketing strategies to achieve better consumer purchase decisions.