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All Journal AHKAM : Jurnal Hukum Islam dan Humaniora
Azhari, Maya Almalia
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Humanities Law, Crime, Criminology & Criminal Justice Social Sciences

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The Influence of Brand Ambassadors, Halal Labeling, and Price on Purchase Decisions of Wardah Skincare Products Among Generation Z in Medan Azhari, Maya Almalia; Murtani, Alim
AHKAM Vol 4 No 3 (2025): SEPTEMBER
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/ahkam.v4i3.7032

Abstract

This study investigates the influence of brand ambassadors, halal labeling, and price on the purchase decisions of Wardah skincare products among Generation Z consumers in Medan City. Consumer purchase decisions involve the processes of selecting, acquiring, and using products or services to fulfill individual needs and preferences. Employing a quantitative research design with a causal associative approach, this study utilized cross-sectional primary data collected through a structured questionnaire. The target population comprised Generation Z individuals in Medan who have purchased and used Wardah skincare products, with a randomly selected sample of 100 respondents. The results of the analysis reveal that the brand ambassador variable has a significant partial effect on purchase decisions (t = 3.485, p = 0.001). Similarly, halal labeling shows a significant partial influence (t = 2.411, p = 0.018), as does price (t = 3.414, p = 0.001). Furthermore, the three variables collectively exert a significant influence on purchase decisions (F = 30.025, p = 0.000). These findings highlight the importance of ethical branding, religious considerations, and pricing strategies in shaping consumer behavior, particularly among Gen Z consumers in a predominantly Muslim market.
Pengaruh Brand Ambassador, Labelisasi Halal, dan Harga terhadap Keputusan Pembelian Produk Skincare Wardah pada Generasi Z di Kota Medan Azhari, Maya Almalia; Murtani, Alim
AHKAM Vol 4 No 4 (2025): DESEMBER
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/ahkam.v4i4.7772

Abstract

The purchasing decision is a critical phase in consumer behavior, encompassing the selection, acquisition, and use of products to fulfill individual needs and desires. This study aims to analyze the influence of brand ambassador, halal labeling, and price on the purchasing decisions of Wardah skincare products among Generation Z in Medan City. A quantitative method with a causal associative approach was employed, utilizing cross-sectional primary data collected through questionnaires. The study population comprised Generation Z individuals in Medan who have purchased and used Wardah skincare products, with a sample of 156 respondents selected through random sampling. The analysis revealed that, partially, the variables brand ambassador (t = 5.323; p < 0.05), halal label (t = 5.316; p < 0.05), and price (t = 7.224; p < 0.05) each have a significant effect on purchasing decisions. Furthermore, the simultaneous test results (F = 139.810; p < 0.05) indicate that these three variables collectively exert a significant influence on purchasing decisions. These findings underscore the importance of marketing strategies involving public figures, consumer trust in halal certification, and price appeal in shaping the purchasing behavior of young consumers, particularly Generation Z as a potential market segment.
Co-Authors Murtani, Alim