The Influence Of Perceptions Of The Halal Label, Endorsement, Price, And Product Quality On Purchasing Decisions (Case Study On Wardah Cosmetic Products In Madiun City)

Dian Citaningtyas Ari Kadi (Univertas PGRI Madiun)
Ratri Dwi Kurnianingsih (Univertas PGRI Madiun)

Asian Journal of Management, Entrepreneurship and Social Science
Vol. 4 No. 03 (2024): August Asian Journal of Management Entrepreneurship and Social Science ( AJMES

This study aims to determine the effect of perceptions of halal labels, endorsements, prices, and product quality on purchasing decisions. The type of research used in this study is a quantitative approach. The population of this research is the consumers of Wardah cosmetics in Madiun City. The sampling technique in this study used non-probability sampling with a total sample of 384 respondents. Methods of data collection using a questionnaire. The results of this study indicate that the perceived halal label variable has a positive and significant effect on purchasing decisions for Wardah cosmetic products in Madiun City, the endorsement variable has a positive and significant effect on purchasing decisions for wardah cosmetic products in Madiun City, the price variable has no effect on purchasing decisions for wardah cosmetics in Madiun City. Madiun, product quality variables have a positive and significant effect on purchasing decisions for Wardah cosmetics in Madiun City, and together perceptions of halal labels, endorsements, prices, and product quality have a positive and significant impact on purchasing decisions for Wardah cosmetic products in Madiun City.