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All Journal IIJSE Greenation International Journal of Economics and Accounting
Irfan Syauqi Beik
IPB University, Bogor, Indonesia
Economics, Econometrics & Finance

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The Influence of Halal Label and Brand Image on Purchase Decisions of Local Skincare Products with Price as a Moderating Variable (Case Study on Wardah) Titania Aulia Wahyuni; Irfan Syauqi Beik; Mimin Aminah
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.8288

Abstract

This study aims to analyze the influence of halal labeling and brand image on purchase decisions of local skincare products, with price as a moderating variable. In recent years, the halal cosmetics industry in Indonesia has experienced rapid growth, driven by increasing awareness among Muslim consumers regarding the importance of halal-certified products. Wardah, as a pioneering local halal cosmetic brand, serves as a compelling case study due to its success in combining religious values with modern marketing strategies. This research adopts a quantitative approach using Structural Equation Modeling–Partial Least Squares (SEM-PLS), involving 190 respondents aged 15–45 who have previously used Wardah products. The results reveal that brand image and price significantly influence purchase decisions, whereas halal labeling does not have a direct significant impact. Interestingly, price is found to strengthen the effect of brand image on purchase decisions but weaken the effect of halal labeling. These findings suggest that in the context of modern consumers particularly younger generations perceived value and brand positioning play a more dominant role than religious certification alone. Therefore, companies need to develop a balanced strategy that emphasizes strong brand identity, competitive pricing, and effective communication to reinforce the appeal of halal products in the market.
Strategic Change Management Model in The Islamic Life Insurance Industry Fitri Hartati; Irfan Syauqi Beik; Ujang Sumarwan; Popong Nurhayati
Greenation International Journal of Economics and Accounting Vol. 4 No. 2 (2026): Greenation International Journal of Economics and Accounting (May - June 2026)
Publisher : Greenation Research & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gijea.v4i2.846

Abstract

The Islamic life insurance industry in Indonesia has experienced significant growth; however, its market share remains relatively low compared to conventional insurance, indicating the presence of structural gaps and strategic challenges. This study aims to develop a strategic change management model that enhances competitiveness and supports sustainable business transformation in the Islamic life insurance industry. The research employs a mixed qualitative approach by integrating Soft System Methodology (SSM), Analytical Hierarchy Process (AHP), and Interpretative Structural Modeling (ISM) to analyze complex problems, identify key factors, and design a comprehensive change model. The findings reveal that the industry faces multidimensional challenges, including low financial literacy, limited human resource competencies, weak product differentiation, and insufficient digital transformation. Furthermore, external pressures such as regulatory dynamics and increasing competition intensify the need for strategic adaptation. The proposed model emphasizes the integration of internal capabilities and external market dynamics, supported by innovation, digital transformation, and stakeholder collaboration. The study contributes to the literature by offering a holistic and structured framework for managing strategic change in the Islamic life insurance sector. Practically, the model provides guidance for industry players and regulators to improve performance, expand market share, and strengthen the sustainability of Islamic financial institutions in a dynamic business environment.
Co-Authors Fitri Hartati Mimin Aminah Popong Nurhayati Titania Aulia Wahyuni Ujang Sumarwan