Peran Kesadaran Merek, Citra Merek, dan Keaslian Merek Terhadap Keputusan Pembelian Produk Kosmetik Halal BB Cream pada Konsumen Wardah di Kota Semarang Berbasis Kuisioner Online

المؤلفون

  • Adelia Nirmala Cahya Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro
  • Amron Amron Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro
  • Vincent Didiek Wiet Aryanto Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro
  • Ariati Anomsari Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro

الملخص

This research evaluated the impact of brand awareness, image, and authenticity on Wardah BB Cream purchasing decisions among 150 consumers. Using a quantitative approach and PLS-SEM analysis, the study results showed that all three factors made a significant positive contribution. Among the three, brand authenticity was found to be the most dominant factor driving consumers to make a purchase. These findings indicate that strengthening authenticity values ​​and consistent brand image play a crucial role in driving purchasing decisions for halal cosmetic products.

التنزيلات

بيانات التنزيل غير متوفرة بعد.

التنزيلات

منشور

2026-06-05

كيفية الاقتباس

Nirmala Cahya, A., Amron, A., Wiet Aryanto, V. D., & Anomsari, A. (2026). Peran Kesadaran Merek, Citra Merek, dan Keaslian Merek Terhadap Keputusan Pembelian Produk Kosmetik Halal BB Cream pada Konsumen Wardah di Kota Semarang Berbasis Kuisioner Online. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 8(6), 2497–2511. استرجع في من https://journal-laaroiba.com/ojs/index.php/alkharaj/article/view/11357

إصدار

مجلد 8 عدد 6 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah

القسم

Articles

الرخصة

الحقوق الفكرية (c) 2026 Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah

Creative Commons License

هذا العمل مرخص بموجب Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.