Published: 2026-08-01
Pengaruh Social Media Marketing dan Labelisasi Halal Terhadap Keputusan Pembelian Produk Wardah
DOI: 10.35870/jemsi.v12i4.7608
Abstract
This study aims to analyze the influence of social media marketing and halal labeling on purchasing decisions for Wardah products. In the current digital era, social media represents a crucial strategy for product promotion, particularly among young consumers. Furthermore, halal labeling plays a significant role in attracting Muslim consumers who are increasingly conscious of the importance of Sharia-compliant products. The study employs a quantitative survey method, gathering data through questionnaires distributed to Wardah consumers. Multiple linear regression analysis was used to measure the impact of each variable on purchasing decisions. The results indicate that social media promotion has a positive and significant effect on purchasing decisions, with consumers more inclined to purchase products advertised on social media. Additionally, halal labeling was found to have a positive influence, as consumers prefer products with halal certification. This study encourages marketers to leverage social media and ensure product compliance with halal standards as a strategy to boost sales.
Keywords
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 12 No. 4 (2026)
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Section: Articles
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Published: 2026-08-01
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License: CC BY 4.0
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Copyright: © 2026 Authors
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DOI: 10.35870/jemsi.v12i4.7608
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Yuni Ayu Safitri, Universitas Abulyatama
Program Studi Manajemen, Fakultas Ekonomi, Universitas Abulyatama, Aceh, Indonesia.
Zulfan Yusuf, Universitas Serambi Mekkah
Program Studi Manajemen, Fakultas Ekonomi, Universitas Serambi Mekkah, Aceh, Indonesia.
Sarboini Sarboini, Universitas Serambi Mekkah
Program Studi Manajemen, Fakultas Ekonomi, Universitas Serambi Mekkah, Aceh, Indonesia.
Edi Saputra, Universitas Abulyatama
Program Studi Ekonomi Pembangunan, Fakultas Ekonomi, Universitas Abulyatama, Aceh, Indonesia.
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