To Buy or Not to Buy: A Study of Halal Labelling and Celebrity Endorser on Purchase Decision
Muhammad Ilham Wardhana Haeruddin, Mahlia Muis, Muhammad Ismail, Maat Pono
Asian Journal of Education and Social Studies · pp. 18–29 · Published 19 Jul 2023
10.9734/ajess/2023/v47i21018Abstract
Aims: This study aims to determine the effect of Halal Labelling and Celebrity Endorser on Wardah Cosmetics Purchasing Decisions at students of the Faculty of Economics, Makassar State University. Study Design: Quantitative descriptive. Place and Duration of Study: Makassar City, from January to April 2023. Methodology: The population in this study were active female students of the Faculty of Economics UNM class of 2022 with a population of 861 female students. Sampling using purposive sampling technique and obtained a sample size of 100 respondents. The coming analysis technique used is multiple linear regression analysis using SPSS. Results: The results of this study obtained a value of the Correlation Coefficient Test of 0.716 which indicates that there is a strong relationship between the two variables. Based on T test, it is found that the Halal Labelling has the strongest influence on purchasing decision. And R square of 0.503 means that the halal labelling variable and celebrity endorser have an influence of 50.3% on purchasing decisions, and the rest is influenced by other variables. This study shows that: 1) Halal labelling has a positive and significant effect on purchasing decisions; 2) Celebrity Endorser has a positive and significant effect on purchasing decisions. Conclusion: There is an influence between Halal Labelling and Celebrity Endorser partially and simultaneously on Wardah Cosmetics Purchasing Decisions on students of the Faculty of Economics, Makassar State University.
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