Pengaruh Brand Image dan Label Halal terhadap Keputusan Pembelian Produk Wardah pada Mahasiswa FEBI UIN STS Jambi Effect of Brand Image and Halal Label on Purchasing Decisions of Wardah Products among FEBI UIN STS Jambi Students

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Page Numbers: 2295-2311
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Published: Sep 14, 2025
Digital Object Identifier: 10.58578/arzusin.v5i5.7396
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Authors:
Netty Purnama Sari1, Habriyanto Habriyanto2, Muthmainnah Muthmainnah3
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Netty Purnama Sari
UIN Sultan Thaha Saifuddin Jambi
Habriyanto Habriyanto
UIN Sultan Thaha Saifuddin Jambi
Muthmainnah Muthmainnah
UIN Sultan Thaha Saifuddin Jambi

Abstract

Consumer purchase decisions regarding halal cosmetic products have become increasingly relevant amid rising religious awareness and intense competition within the beauty industry. However, understanding the contribution of brand image and halal labeling remains limited, particularly among university students. This study aims to analyze the influence of brand image and halal labels on purchasing decisions for Wardah products among students of the Faculty of Islamic Economics and Business (FEBI) at UIN Sulthan Thaha Saifuddin Jambi. A quantitative survey method was employed, involving 100 students selected through simple random sampling using Slovin’s formula. The research instrument was a Likert-scale questionnaire, while data were analyzed using multiple linear regression with t-tests, F-tests, and the coefficient of determination. The results show that brand image has a positive and significant effect on purchase decisions (sig. 0.002 < 0.05; coefficient 0.482). Halal labeling also has a positive and significant effect (sig. 0.024 < 0.05; coefficient 0.495). Simultaneously, both variables significantly affect purchase decisions (sig. 0.001 < 0.05; F = 34.453; R² = 0.426). The study concludes that brand image and halal labels are key determinants influencing FEBI UIN STS Jambi students’ decisions to purchase Wardah products, with implications for producers to strengthen brand image and ensure halal certification as effective marketing strategies.

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How to Cite
Sari, N. P., Habriyanto, H., & Muthmainnah, M. (2025). Pengaruh Brand Image dan Label Halal terhadap Keputusan Pembelian Produk Wardah pada Mahasiswa FEBI UIN STS Jambi. ARZUSIN, 5(5), 2295-2311. https://doi.org/10.58578/arzusin.v5i5.7396

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Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

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