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December 1, 2025

The Influence of Halal Label and Brand Image on Purchase Decisions of Local Skincare Products with Price as a Moderating Variable (Case Study on Wardah)

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Authors

TWTitania Aulia WahyuniIBIrfan Syauqi BeikMAMimin Aminah

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Implication

Quantitative analysis shows brand image drives purchase decisions in halal skincare, suggesting pricing also influences perceived value.

Key Points

  • Purchase decisions are significantly influenced by brand image and price, indicating their critical roles in consumer behavior.
  • Halal labeling alone does not show a significant direct impact on purchase choices among consumers.
  • Analysis was conducted using Structural Equation Modeling–Partial Least Squares with 190 respondents aged 15-45.
  • Findings highlight the importance of brand identity and competitive pricing in the halal cosmetics market.

Cite This Study

Wahyuni et al. (2025) studied this question.

synapsesocial.com/papers/69402c4d2d562116f2902ae0https://doi.org/10.31538/iijse.v9i1.8288
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