The Determinants of Halal Labeling and Brand Image Towards Purchase Intention and Purchasing Decision

摘要

This study aims to analyze the influence of halal labeling and brand image on purchase intention and purchasing decisions. This study's object was Wardah's cosmetics. Meanwhile, this study's subject was Wardah cosmetics consumers in Yogyakarta. In this study, a sample of 155 respondents was selected using purposive sampling. The analytical tool utilized in this study was the Structural Equation Modelling (SEM). Based on the analysis results that have been carried out, halal labeling did not significantly influence purchase intention. However, brand image was significant toward purchase intention, halal labeling significantly affected purchasing decisions, and brand image had a significant impact on purchasing decisions.