The Influence of Brand Ambassadors, Halal Labeling, and Price on Purchase Decisions of Wardah Skincare Products Among Generation Z in Medan
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Page Numbers:
1019-1038
Digital Object Identifier:
10.58578/ahkam.v4i3.7032
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Authors:
Maya Almalia Azhari1, Alim Murtani2* 
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Authors retain copyright and grant the journal right of first publication.
Main Article Content
Abstract
This study investigates the influence of brand ambassadors, halal labeling, and price on the purchase decisions of Wardah skincare products among Generation Z consumers in Medan City. Consumer purchase decisions involve the processes of selecting, acquiring, and using products or services to fulfill individual needs and preferences. Employing a quantitative research design with a causal associative approach, this study utilized cross-sectional primary data collected through a structured questionnaire. The target population comprised Generation Z individuals in Medan who have purchased and used Wardah skincare products, with a randomly selected sample of 100 respondents. The results of the analysis reveal that the brand ambassador variable has a significant partial effect on purchase decisions (t = 3.485, p = 0.001). Similarly, halal labeling shows a significant partial influence (t = 2.411, p = 0.018), as does price (t = 3.414, p = 0.001). Furthermore, the three variables collectively exert a significant influence on purchase decisions (F = 30.025, p = 0.000). These findings highlight the importance of ethical branding, religious considerations, and pricing strategies in shaping consumer behavior, particularly among Gen Z consumers in a predominantly Muslim market.
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