Determination of Purchasing Decisions Cosmetics Wardah on Generation Z: The Role of Social Media Marketing, Quality Products and Halal Labels
DOI:
https://doi.org/10.59422/growth.v4i01.1535Keywords:
social media marketing, quality product, halal label, purchasing decision, generation z, wardahAbstract
Industry national halal cosmetics marked with competition dynamic competitive environment, where preferences and loyalties consumer Generation Z is very volatile as well as prone to shift follow trend beauty abroad, although concern to permanent halal guarantee high. Research This aim For analyze influence social media marketing, quality products, and halal labels for decision purchase product cosmetics Wardah in a way partial and simultaneous. With use approach quantitative associative, population in study This is consumer Active Generation Z in Mataram City digitally. Sample chosen use non-probability purposive sampling method with amount respondents as many as 160 people ( aged 15–29 years ). Criteria respondents covers domiciled in Mataram City, ever use product Wardah, as well as active interact with content beauty Wardah on Instagram and TikTok. Data collected through questionnaire distributed closed Likert scale online and analyzed using assumption tests classic as well as analysis multiple linear regression based on SPSS 25. Test results partial show that social media marketing (b = 0.458, t = 9.523, p < 0.001), quality product (b = 0.375, t = 9.923, p < 0.001), and halal label (b = 0.579, t = 9.286, p < 0.001) have an effect positive and significant to decision purchase, with a halal label as the most dominant determinant. In terms of simultaneous, third variables independent the influential significant (F = 93.276, p < 0.001) and capable explains 63.5% of the variation decision purchase (Adjusted R-Square = 0.635). Study This contribute in a way theoretical in expand application of the Theory of Planned Behavior (TPB) to behavior consumption halal products in the digital era, as well as give contribution managerial for manufacturer cosmetics local For synergize digital promotion strategies with innovation quality product as well as authenticity halal guarantee.
