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All Journal Biota: Jurnal Ilmiah Ilmu-Ilmu Hayati El Dinar Journal of Economics, Business, & Accountancy Ventura Jurnal SEPA (Social Economic and Agribusiness Journal) Khatulistiwa: Journal of Islamic Studies EMBISS: Jurnal Ekonomi, Manajemen, Bisnis, Sosial Emphaty Cons : Journal of Guidance and Counseling el-Buhuth: Borneo Journal of Islamic Studies Al-Tijary : Jurnal Ekonomi dan Bisnis Islam EKONOMIKA SYARIAH : Journal of Economic Studies SETARA: Jurnal Studi Gender dan Anak Borneo Islamic Finance and Economics Journal (BIFEJ) Krigan: Journal of Management and Sharia Business Jurnal Komplikasi Anestesi Jurnal Ekonomi, Manajemen, Akuntansi Journal on Islamic Economics, Finance, and Banking (Z-CONOMICS)
Yuliani, Irma
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Journal : Jurnal Ekonomi, Manajemen, Akuntansi

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The Influence of Islamic Celebrity Endorser, Islamic Brand Image and Product Quality through Price as Moderating Variable on The Purchase Decision of Wardah Cosmetic Products Darmawati, Darmawati; Arum, Kanthi; Yuliani, Irma
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 5: Juli 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i5.10072

Abstract

The emergence of the statement "Realize Inspiring Beauty" led to the use of Islamic celebrity endorsers who have characteristics, able to influence behavior (attitude). Islamic Brand Image becomes the most important factor in determining product quality, while price influences consumer views and is the most influential factor in the purchasing process. The purpose of this study is to determine the effect of Islamic Celebrity Endorser, Islamic Brand Image and product quality through price which is moderating variable on the purchasing decision of Wardah cosmetic products. This study used quantitative method. With a sample of 200 respondents from UIN SAMI and UMKT. The analytical method which used in this research was multiple linear regression analysis. The results of this study indicated that Islamic Celebrity Endorser had a significant positive effect on consumer decisions to buy Wardah cosmetic products. Islamic Brand Image had a significant positive effect on consumers' decisions to buy Wardah cosmetic products. Product quality had a significant positive effect on consumers' decisions to buy Wardah cosmetic products and prices were able to strengthen the variables of Islamic Celebrity Endorser, Islamic Brand Image and Product Quality on consumers' decisions to buy Wardah cosmetic products.
Co-Authors Ahmad Syarif Akhmad Yun Jufan Angelita, Sarah Arum, Kanthi Calcarina Fitriani Retno Wisudarti Darmawati Darmawati Elfi Rimayati Faisal, Agus Isnatin Ulfah Jannah, Khoirotul Fatati Munirotul Khoirotul Fatati Munirotul Jannah Kokom Komariah Mahrus, Moh Moh. Mahrus Muhammad Amin Parno Parno Rina Hidayati Pratiwi Savitrah, Ravika Mutiara Sri Sayekti Sulastri, Nur Wahid, Ahmad Nur Yulistiana Zamzambela, Sholahuddin