Pengaruh Harga, Citra Merek dan Label Halal terhadap Minat Beli Lipstik Wardah Di Kota Bima

Husnul Khatima; Intisari Haryanti; Irma Mardian

doi:10.59246/muqaddimah.v3i4.1633

Authors

Husnul Khatima Sekolah Tinggi Ilmu Ekonomi Bima
Intisari Haryanti Sekolah Tinggi Ilmu Ekonomi Bima
Irma Mardian Sekolah Tinggi Ilmu Ekonomi Bima

DOI:

https://doi.org/10.59246/muqaddimah.v3i4.1633

Keywords:

Price, Brand image, Halal label, Purchase intention

Abstract

This study aims to determine the effect of price, brand image, and halal labeling on purchasing interest in Wardah lipstick in Bima City. The background of this study stems from the increasing use of lipstick products, which have become a staple in modern society, as well as increasingly fierce competition between brands. Wardah, as a well-known brand, faces challenges in maintaining its brand image, adjusting prices, and maintaining the quality of product features amidst evolving lifestyles. This study used a quantitative approach with an associative method. Data were collected through questionnaires distributed to 80 respondents selected using accidental sampling. The data analysis technique used multiple linear regression processed with SPSS version 25 software. The results showed that partially, price, brand image, and halal labeling significantly influenced purchasing interest in Wardah lipstick in Bima City. Similarly, simultaneously, all three variables significantly influenced purchasing interest. The coefficient of determination (R²) of 14.3% indicates that the variation in purchase intention can be explained by price, brand image, and halal label, while the remaining influence is influenced by other factors outside this research model. The implications of these results indicate the importance of companies focusing on improving features and lifestyle suitability in their marketing strategies.

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