Analisis Pengaruh Brand Image dan Halal Lifestyle Terhadap Pembelian Skincare Wardah Di Kota Makassar

Abstract

This study is motivated by the rapid growth of the skincare industry in Indonesia and the increasing consumer preference for halal products, with Wardah being recognized as a pioneer of halal cosmetics with a strong brand image. The purpose of this research is to analyze the influence of brand image and halal lifestyle on the purchase decision of Wardah skincare products in Makassar City. The study employed a descriptive quantitative approach using a survey method involving 50 respondents selected through simple random sampling. Primary data were collected through questionnaires and observations, and subsequently analyzed using multiple linear regression with the assistance of IBM SPSS 23. The findings revealed that both brand image and halal lifestyle, either partially or simultaneously, have a positive and significant effect on purchase decisions of Wardah skincare. These results indicate that brand image and halal lifestyle are crucial factors influencing consumer decisions, implying that companies should maintain their brand image, innovate in line with halal lifestyle trends, and strengthen promotional strategies to enhance consumer preferences.