Pengaruh Labelisasi Halal, Kualitas Produk, dan Minat Beli terhadap Keputusan Pembelian Produk Wardah

Abstract

This study aims to examine the influence of halal labeling, product quality, and purchase intention on purchasing decisions of Wardah cosmetic products among students of the Faculty of Economics and Business, Management Study Program, Universitas Labuhanbatu. The research employed a quantitative approach with data collected through questionnaires distributed to 83 respondents selected using purposive sampling. Data were analyzed using SPSS through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination (R²). The results indicate that all questionnaire items are valid and reliable. Partially, halal labeling, product quality, and purchase intention have a positive and significant effect on purchasing decisions. Simultaneously, the three independent variables also have a positive and significant effect on purchasing decisions. The coefficient of determination shows that 89.7% of purchasing decisions can be explained by halal labeling, product quality, and purchase intention, while the remaining 10.3% is influenced by other variables outside this study. Therefore, improving halal labeling, product quality, and consumers' purchase intention can enhance purchasing decisions for Wardah cosmetic products among university students.