The Influence of Halal Label, Brand Image, and Lifestyle on Purchase Decisions for Wardah Products

Furia Alam; Subarjo Subarjo

doi:10.55927/ajabm.v4i1.42

Authors

Furia Alam Universitas Mercu Buana Yogyakarta
Subarjo Subarjo Universitas Mercu Buana Yogyakarta

DOI:

https://doi.org/10.55927/ajabm.v4i1.42

Keywords:

Halal Label, Brand Image, Lifestyle, Purchasing Decisions, Wardah

Abstract

This study aims to analyze the influence of halal labels, brand image, and lifestyle on purchasing decisions for Wardah products. The method used in this study is a quantitative method using purposive sampling techniques, involving 100 respondents who are consumers of Wardah products. Data collection was conducted using a structured questionnaire designed to measure the indicators of each studied variable. Data processing was conducted using SPSS software, utilizing multiple linear regression analysis. The results of the study indicate that: (1) Halal labels have a positive and significant effect on purchasing decisions, (2) Brand image has a positive and significant effect on purchasing decisions, (3) Lifestyle has a positive and significant effect on purchasing decisions, and (4) simultaneously, the three variables have a positive and significant effect on purchasing decisions.

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