ANALYSIS OF ISLAMIC ADVERTISING, HALAL LABELING, AND WORD OF MOUTH ON PURCHASE DECISIONS OF WARDAH COSMETIC PRODUCTS AMONG FEMALE UNIVERSITY STUDENTS

Abstract

This study investigates the effects of Islamic advertising, halal labeling, and word of mouth on the purchase decisions of Wardah cosmetic products among female university students. Indonesia represents a major market for halal cosmetics due to its large Muslim population and growing halal lifestyle awareness. Wardah has positioned itself as a leading halal cosmetic brand through value based promotion and strong consumer trust. This research applies a quantitative approach using questionnaire data collected from 100 respondents. Data were analyzed using multiple linear regression. The findings reveal that Islamic advertising and word of mouth have positive and significant effects on purchase decisions, while halal labeling has a positive but insignificant effect. Simultaneously, all independent variables significantly influence purchase decisions. Word of mouth is identified as the most dominant factor. The model explains 48.7% of the variation in purchase decisions. These findings provide managerial implications for halal cosmetic companies in strengthening communication strategies and customer advocacy.