Pengaruh Brand Image, Kualitas Produk, Online Customer Review, Labelisasi Halal dan Harga terhadap Keputusan Pembelian Produk Matte Lip Cream Wardah di Shopee

This study aims to analyze (1) the influence of brand image on purchasing decisions, (2) the influence of product quality on purchasing decisions, (3) the influence of online customer reviews on purchasing decisions, (4) the influence of Halal labeling on purchasing decisions, (5) the influence of price on purchasing decisions, and (6) the combined influence of brand image, product quality, online customer reviews, Halal labeling, and price on purchasing decisions for Wardah matte lip cream products on Shopee. This is a quantitative study. The study population consists of users of Wardah matte lip cream products on Shopee (specifically students at Universitas PGRI Sumatra Barat), with a sample size of 120. Sampling was conducted using the purposive sampling technique—selecting samples based on specific criteria—and data collection utilized a closed-ended questionnaire. The analysis employed Multiple Linear Regression and hypothesis testing via t-tests and F-tests. The results indicate that: (1) there is a significant influence of brand image on purchasing decisions (coefficient: 0.552; t-count: 16.334 > t-table: 1.658); (2) there is a significant influence of product quality on purchasing decisions (coefficient: 0.294; t-count: 12.461 > t-table: 1.658); (3) there is a significant influence of online customer reviews on purchasing decisions (coefficient: 0.436; t-count: 14.540 > t-table: 1.658); (4) there is a significant influence of Halal labeling on purchasing decisions (coefficient: 0.242; t-count: 11.775 > t-table: 1.658); and (5) there is a significant influence of price on purchasing decisions (coefficient: 0.243; t-count: 10.156 > t-table: 1.658). (6) Brand image, product quality, online customer reviews, Halal labeling, and price influence purchasing decisions, with an F-calculated value of 153.362 > F-table value of 2.29.