<![CDATA[This study aims to determine and analyze the effect of halal labels, price perceptions, and product quality on Wardah cosmetic purchasing decisions. The approach used in this research is a quantitative approach. The population in this study were customers of Wardah cosmetics in Sumbawa Regency. The sample taken was 100 respondents using a nonprobability sampling technique, then in selecting population members using a purposive sampling method with the following criteria: (1) Wardah cosmetic users in Sumbawa Regency; (2) Age 15 – 34 years; (3) Have bought or used Wardah cosmetic products. This study used a questionnaire to collect respondent data. The data analysis technique in this study uses the Multiple Linear Regression Technique, Classical Assumption Test, T Test and F Test and the Coefficient of Determination. The results of this study are that the halal label has a positive and significant effect on purchasing decisions for Wardah cosmetics, price perceptions have no negative and significant effect on purchasing decisions for Wardah cosmetics, product quality has a positive and significant effect on purchasing decisions for Wardah cosmetics, and simultaneously it is known that halal labels, Perceptions of price and product quality have a significant effect on the decision to purchase Wardah cosmetics.]]>
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