Pengaruh Islamic Branding, Islamic Advertisting, Labelisasi Halal Dan Halal Lifestyle Terhadap Keputusan Pembelian Kosmetik Wardah Di Platform Tiktok Shop

Abstract

This quantitative study investigates how Halal Labeling, Halal Lifestyle, Islamic Branding, and Islamic Advertising influence purchase decisions for Wardah Cosmetics on the TikTok Shop platform. The research targets customers who have purchased Wardah products via TikTok Shop. Using Hair’s formula (n × 5), with 25 indicators, the required sample size is 125 respondents—considered sufficient to represent the population. Purposive sampling was used as a sample approach to gather data from respondents' responses to the questionnaire (Google Form).  Multiple linear regression analysis and the SPSS 25 computer tool's t-test and f-test for hypothesis testing are the methods of analysis employed. The study's findings indicate that (1) Islamic Branding significant effectonpurchasing decisions for Wardah Cosmetics on the Tiktok Shop Platform. (2) Islamic Advertising has a significant effect on purchasing decisions for Wardah Cosmetics on the Tiktok Shop Platform. (3) Halal Labeling has an effect on purchasing decisions for Wardah Cosmetics on the Tiktok Shop Platform. (4) Halal Lifestyle has an effect on purchasing decisions for Wardah Cosmetics on the Tiktok Shop Platform. (5) Islamic Branding, Islamic Advertising, Halal Labeling and Halal Lifestyle on purchasing decisions for Wardah Cosmetics on the Tiktok Shop Platform together have simultaneous influence.