PENGARUH ISLAMIC BRANDING, PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH PADA REMAJA MUSLIMAH DI PEKANBARU

Authors

  • Fitriani Fitriani UIN SUSKA RIAU

DOI:

https://doi.org/10.24235/holistik.v8i1.18200

Keywords:

Islamic branding, citra merek, kepercayaan, keputusan pembelian, kosmetik halal.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Islamic branding, citra merek, dan kepercayaan terhadap keputusan pembelian produk kosmetik halal merek Wardah. Latar belakang penelitian ini didasarkan pada meningkatnya kesadaran konsumen Muslim terhadap nilai-nilai keislaman dalam perilaku konsumsi, khususnya pada produk perawatan diri yang bersertifikat halal. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik survei terhadap 120 responden pengguna Wardah di kota besar Indonesia. Data dianalisis menggunakan regresi linear berganda dengan bantuan SPSS versi 29 untuk menguji pengaruh simultan dan parsial antarvariabel. Hasil penelitian menunjukkan bahwa Islamic branding dan kepercayaan berpengaruh positif signifikan terhadap keputusan pembelian, sedangkan citra merek memiliki pengaruh positif namun tidak signifikan. Hal ini menunjukkan bahwa dimensi religiusitas merek lebih dominan dalam membentuk keputusan konsumen Muslim dibandingkan persepsi merek secara umum. Temuan ini memperkuat literatur tentang perilaku konsumen halal di Indonesia serta memberikan implikasi praktis bagi pelaku industri kosmetik untuk memperkuat nilai spiritual dan kepercayaan dalam strategi pemasaran produk halal.

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Published

2024-06-30

Issue

Vol. 8 No. 1 (2024): June 2024

Section

Articles

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