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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Adelia Nirmala Cahya
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Peran Kesadaran Merek, Citra Merek, dan Keaslian Merek Terhadap Keputusan Pembelian Produk Kosmetik Halal BB Cream pada Konsumen Wardah di Kota Semarang Berbasis Kuisioner Online Adelia Nirmala Cahya; Amron Amron; Vincent Didiek Wiet Aryanto; Ariati Anomsari
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 6 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

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Abstract

This research evaluated the impact of brand awareness, image, and authenticity on Wardah BB Cream purchasing decisions among 150 consumers. Using a quantitative approach and PLS-SEM analysis, the study results showed that all three factors made a significant positive contribution. Among the three, brand authenticity was found to be the most dominant factor driving consumers to make a purchase. These findings indicate that strengthening authenticity values ​​and consistent brand image play a crucial role in driving purchasing decisions for halal cosmetic products.
Co-Authors Amron Amron Ariati Anomsari Vincent Didiek Wiet Aryanto