Consumer Purchasing Decisions on Cosmetic Products in Solo Raya: The Role of Halal Labels and Brand Image

Ani Nur Fadillah, Umi Hanifah, Indra Hastuti

Abstract


The ever-increasing development of the cosmetics industry in Indonesia has driven increasingly fierce competition among manufacturers. This situation requires companies to understand the various factors that can influence consumer purchasing decisions. This study aims to analyze the influence of halal labels and brand image on consumer purchasing decisions for cosmetic products in Solo Raya, using Wardah cosmetic products as the object of research. This study used a quantitative approach with a survey method. The research sample consisted of 96 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression analysis with the help of IBM SPSS Statistics 25 software. The results showed that halal labels and brand image each had a positive and significant influence on consumer purchasing decisions. In addition, both variables simultaneously also proved to have a positive and significant influence on purchasing decisions. The coefficient of determination (Adjusted R²) value of 0.448 indicates that 44.8% of the variation in purchasing decisions can be explained by halal labels and brand image, while the remaining 55.2% is influenced by other factors outside the research model. These findings indicate that strengthening halal labels and brand image is an important strategy in encouraging increased consumer purchasing decisions for cosmetic products.

Keywords


Brand Image; Halal Label; Purchasing Decision.

Full Text:

PDF

References


A’yuni, D. S., Sundari, & Prahara, R. S. (2022). Pengaruh Labelisasi Halal Terhadap Minat Beli Masyarakat Muslim Mojokerto. Al-Mada: Jurnal Agama, Sosial, Dan Budaya, 5(1), 166–178. https://doi.org/https://doi.org/10.31538/almada.v5i1.4469

Amin, M. A., & Rachmawati, L. (2020). Pengaruh Label Halal, Citra Merek, dan Online Costumer Review Terhadap Keputusan Pembelian Kosmetik Wardah. 3, 151–164.

Azzahra, S. A., Azzaki, M. R., Setiawan, A. P., Wiryanto, F. S., & Fawwaz, M. F. A. (2025). Persaingan Kosmetik Halal Lokal dan Internasional : Peluang, Tantangan, dan Strategi Dominasi Pasar. Jurnal Penelitian Ilmiah Multidisipliner, 2(4), 1472–1482.Erlangga, H., Setiawati, T., Riadi, F., Hindarsah, I., & Riani, D. (2024). Consumer behavior in the digital age: A qualitative analysis of online shopping patterns in Indonesia. Majalah Ilmiah Bijak, 21(2), 424–432.

Fadillah, A., & Muchtasib, A. B. (2025). Pengaruh Label Halal , Citra Merek , dan Kualitas Produk terhadap Keputusan Pembelian Kosmetik Melalui Jasa Titip. 6(1).

Lestari, N., Luthfiadi, R., & Rizky, S. (2025). Pengaruh Inovasi Produk Dan Keunggulan Bersaing Terhadap Loyalitas Konsumen Produk Skincare Somethinc Di Tambun Selatan. Jurnal Ekonomi Dan Bisnis, 50–70.Kotler, P., & Keller, K. L. (2022). Marketing management (16th Global ed.). Pearson.

Muhliza, A. P. N., Aprilianto, F., & Salama, S. C. U. (2025). Pengaruh Label Halal , Kualitas Produk , dan Citra Merek Terhadap Keputusan Pembelian Produk Skincare Pria Kahf. 33–47.

Mulyono, L. M., & Voutama, A. (2025). Analisis Tren Penggunaan Kosmetik Berdasarkan Jenis Kulit dan Gender dengan Business Intelligence. Jurnal Pustaka Data (Pusat Akses Kajian Database, Analisa Teknologi, Dan Arsitektur Komputer), 5(1), 1–8. https://doi.org/10.55382/jurnalpustakadata.v5i1.912.

Muslih, I. (2024). Pengaruh Pelabelan Halal Pada Produk Kosmetik Halal Wardah Terhadap Keputusan Pembelian Konsumen Muslim Di Kabupaten Kendal. Ikhtiyar Jurnal Ekonomi Syari’ah, 2(2).

Nurpramana, T. A., & Kamaruddin, A. M. (2024). Pengaruh Persepsi Label Halal Terhadap Keputusan Pembelian Pada Produk Skincare Korea Selatan (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Mulawarman). 3(2), 120–129.

Rahma, D. N., Alrasyid, H., Taqwiem, A., & Ekonomi, F. (2025). Pengaruh Lifestyle , Labelisasi Halal dan Religiusitas Terhadap Minat Beli Kosmetik Mahasiswa di Kota Malang . 8(1), 447–457.

Rahmaniah, B., Salim, A., & Saprida. (2024). Pengaruh Citra Merek dan Label Halal Terhadap Keputusan Pembelian Produk Daviena Skincare (Studi Kasus Daviena Skincare Store Palembang). 1–10.

Saputri, F. M., Aini, L. N., Arofah, T., & Susanti, R. N. (2025). The Wardah Effect : Mengapa Produk Ini Menjadi Pilihan Utama. (November).

Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D (Sutopo, Ed.). Alfabeta.

Syam, I., Hafid, A., & Abd Salam, H. (2025). Pengaruh Sertifikat Halal Terhadap Peningkatkan Kepercayaan Konsumen (Studi Kasus Konsumen AHA Food di Kota Watampone). Jurnal Al-Istishna, 1(2), 136–148. https://doi.org/10.58326/jai.v1i2.308

Turnip, S. D., Setyanto, E., & Hidayat, T. R. (2023). Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian (Survey Pada Konsumen Wardah di Kota Bekasi). 5(2).


Refbacks

  • There are currently no refbacks.


Copyright (c) 2026 Ani Nur Fadillah, Umi Hanifah, Indra Hastuti

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Education, Social Sciences, and Linguistics: Conference Series

Contact Admin:
Email: [email protected]
WhatsApp: +62 85739534084

ECS Visitor