What type of study is this?

This is a Quantitative Study study.

September 12, 2025

The Influence of Halal Labeling, Brand Image, Online Consumer Reviews and Social Media Marketing on Purchasing Decisions

Key Points

Social media marketing positively influences purchasing decisions for Wardah cosmetics, showing its critical role in marketing strategies.
Online consumer reviews, halal labeling, and brand image exhibit no significant impact on purchasing decisions for Wardah cosmetics.
The study surveyed 153 students from three universities in Purwokerto, using questionnaires to gather data on their purchasing behaviors.
Findings suggest that brands should focus more on effective social media marketing while reevaluating the importance of other factors like halal labeling.

Abstract

This study aims to examine the effect of halal labeling, brand image, online consumer reviews and social media marketing on Wardah cosmetic purchasing decisions. The research method used is quantitative, with data collection through questionnaires distributed online. The population in this study were students from three universities in Purwokerto. Sampling using non-probability sampling method with purposive sampling approach with a total sample of 153 using SPSS version 27. The results showed that social media marketing has a positive and significant effect on purchasing decisions. Meanwhile, halal labeling, brand image, and online consumer reviews have no significant effect on purchasing decisions for Wardah cosmetics

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Cite This Study

Kristiyanti et al. (Tue,) studied this question.

synapsesocial.com/papers/68d44a1d31b076d99fa52faf https://doi.org/https://doi.org/10.55927/ijabm.v4i4.469

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