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All Journal Trikonomika: Jurnal Ekonomi
Fitri Afiany
Universitas Insan Cendekia Mandiri
Economics, Econometrics & Finance

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PREDICTORS OF PURCHASE DECISION ON HALAL LIPSTICK PRODUCT IN BANDUNG Indriana Damaianti; Sujana Shafi; Fitri Afiany; Wiara Devi
TRIKONOMIKA Vol 22 No 2 (2023): December Edition
Publisher : Faculty of Economics and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/trikonomika.v22i2.10381

Abstract

The halal cosmetics industry presents potential trends and contributes significantly to the economy. Wardah, an Indonesian halal cosmetic brand, was the first to obtain halal certification. While lipstick remains a popular product, the sales index of Wardah lipstick has experienced a decline. This study focuses on how brand image, product quality, and word-of-mouth (WOM) influence purchase decisions. The method employed is descriptive verification, utilizing multiple linear regression analysis processed with SPSS 26. The unit of analysis is individuals, specifically working women, with several hundred respondents. The results indicate that both brand image and product quality have a significant impact on purchase decisions, while WOM does not significantly influence these decisions. Increased purchase decisions are essential for a business to grow and maintain sustainability.
Co-Authors Indriana Damaianti Sujana Shafi Wiara Devi