The Effect of Word of Mouth and Halal Labeling on Consumer Decisions for Wardah Cosmetics
DOI:
https://doi.org/10.51699/ijbde.v4i1.265Keywords:
Word of Mouth, Halal Label, Price, Product Quality, Purchase DecisionAbstract
This study examines the impact of word of mouth, halal labeling, price, and product quality on consumer purchase decisions for Wardah cosmetics, focusing on students in Jember, Indonesia. Despite extensive research on consumer behavior, few studies have explored these factors simultaneously within the cosmetic industry. The study aims to fill this gap by analyzing purchasing decisions at the Wardah counter in Roxy Square Jember, known for its wide product range and competitive prices. Using a descriptive quantitative approach with purposive sampling, 95 student respondents were surveyed. The findings reveal that word of mouth, halal labeling, price, and product quality positively and significantly influence Wardah cosmetics purchase decisions. These insights suggest that enhancing these factors can strengthen marketing strategies and boost sales in the competitive cosmetics market.
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