<![CDATA[This study is motivated by the increasingly competitive halal cosmetics industry in Indonesia, including Wardah products, which must maintain consumer appeal amid numerous similar product alternatives. This study aims to examine the influence of brand image and halal label on purchase decisions of Wardah cosmetic products at Setia Jaya Cosmetic Store, Tangerang City, both partially and simultaneously. A quantitative associative approach was applied, with the population comprising all consumers who had purchased or used Wardah products at the store. The sample was determined through purposive sampling, comprising 100 respondents calculated using the Lemeshow formula. Data were collected through a Likert-scale questionnaire and analyzed using validity testing, reliability testing, classical assumption tests, multiple linear regression, t-test, F-test, and the coefficient of determination with SPSS. The results show that brand image significantly influences purchase decisions (t-count 4.753 > t-table 1.984; sig. 0.000), halal label also significantly influences purchase decisions (t-count 4.655 > t-table 1.984; sig. 0.000), and both variables simultaneously and significantly influence purchase decisions (F-count 135.584 > F-table 2.32; sig. 0.000), with a coefficient of determination (R²) of 0.737. It is concluded that brand image and halal label play an important role in shaping consumers' purchase decisions for Wardah cosmetic products.]]>
