The Influence of Celebrity Endorsement and Halal Label on Purchasing Decisions of Wardah Products (Study on Undergraduate Students of the Faculty of Economics and Business, Mulawarman University)
Keywords:
Celebrity Endorsement, Halal Label, Purchasing Decision, WardahAbstract
The development of the halal cosmetic industry in Indonesia has encouraged companies to implement marketing strategies that can enhance consumer trust and purchasing decisions. Wardah, as a pioneer of halal cosmetics in Indonesia, utilizes celebrity endorsement and halal labels to strengthen its brand position amid increasingly intense competition in the cosmetic industry. This study aims to analyze the influence of celebrity endorsement and halal labels on purchasing decisions for Wardah products among undergraduate students of the Faculty of Economics and Business, Mulawarman University. This research employed a quantitative approach with an associative research design. Data were collected through questionnaires distributed to 98 Muslim students who use Wardah products and were selected using a purposive sampling technique. Data analysis was conducted using ordinal logistic regression with the assistance of SPSS version 29. The results indicate that celebrity endorsement has a positive and significant effect on purchasing decisions for Wardah products. Halal labels also have a positive and significant effect on purchasing decisions. The credibility, attractiveness, and expertise of celebrities are able to increase consumer trust, while the presence of halal labels provides confidence regarding product safety and compliance with Islamic principles. These findings contribute to the development of consumer behavior and Islamic marketing studies, particularly regarding the role of promotional factors and halal attributes in shaping the purchasing decisions of Muslim consumers.
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