Academia Open
Vol 4 (2021): June
Business and Economics

The Influence of Islamic Celebrity Endorser, Halal Labels and Product Quality on Purchasing Intention of Wardah Cosmetics
Pengaruh Islamic Celebrity Endorser, Label Halal dan Kualitas Produk Terhadap Minat Beli Kosmetik Wardah 


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  • Ananda Ilmi Wahidyah*,
  • Fitri Nur Latifah
Ananda Ilmi Wahidyah
Universitas Muhammadiyah Sidoarjo, Indonesia *
Fitri Nur Latifah
Universitas Muhammadiyah Sidoarjo, Indonesia

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/acopen.4.2021.2037
Published August 12, 2021
Keywords
  • Islamic Celebrity Endorser,
  • Halal Labels,
  • Product quality
How to Cite
Wahidyah, A. I., & Latifah, F. N. (2021). The Influence of Islamic Celebrity Endorser, Halal Labels and Product Quality on Purchasing Intention of Wardah Cosmetics . Academia Open, 4, 10.21070/acopen.4.2021.2037. https://doi.org/10.21070/acopen.4.2021.2037

Copyright (c) 2021 Ananda Ilmi Wahidyah, Fitri Nur Latifah

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This study was used to determine the effect of Islamic celebrity endorser, halal label and product quality on interest in buying Wardah cosmetics at Muhammadiyah University students of Sidoarjo using quantitative methods with 98 respondents who were taken using Stratified Random Sampling sampling technique. The results of the study partially show that Islamic celebrity endorsers have a tcount value of 1.490 < ttable 1.985 and a significance value of 0.140 > 0.05, the halal label has a tcount value of 3.037 > ttable 1.985 and a significance value of 0.003 <0.05, and product quality has a value of tcount. 4.891 > t table 1.985 and a significance value of 0.000 < 0.05. So it can be concluded that partially Islamic celebrity endorser has no effect on buying interest, while the halal label and product quality affect the buying interest of Wardah cosmetics at Muhammadiyah University Sidoarjo students. Meanwhile, simultaneously Islamic celebrity endorser, halal label and product quality affect the buying interest of students at Muhammadiyah University of Sidoarjo.

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