Work

Peran Label Halal, Brand Ambassador dan Gaya Hidup Terhadap Keputusan Pembelian Skincare Merek Wardah di Kota Semarang

Year: 2025

Type: article

Abstract: This research aims to analyze the influence of the halal label, brand ambassador and lifestyle on purchasing decisions for wardah brand skincare products in Semarang City. This research involved 96 respondents using wardah products from an unlimited population using a purposive sampling technique. Purchasing decisions are the independent variables consist of halal label, brand ambassador and lifestyle. Data analysis was carried out using multiple linear regression. The research results show that there is a positive influence of the three independent variables on purchasing decisions for wardah skincare products.

Source: Economic Reviews Journal

DOI: 10.56709/mrj.v4i2.725

Authors: Ardelia Nisa Adiana, Mahmud, Dian Nuswantoro

Institution: Universitas Dian Nuswantoro

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4409451877

FWCI:

Cites:

Cited by:

Related to: 10