ANALISIS PENGARUH LABEL HALAL, KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP LOYALITAS KONSUMEN PRODUK KOSMETIK WARDAH

Abstract

Wardah is a leading halal cosmetic brand in Indonesia. This study examines the influence of halal label, product quality, brand image, and product price on consumer loyalty for Wardah cosmetic products. A quantitative survey approach was employed with a questionnaire distributed to 100 Wardah consumers. Data were analyzed using multiple linear regression. The results indicate that the halal label and brand image do not have a significant effect on consumer loyalty, whereas product quality and price have a significant positive effect. These findings suggest that maintaining high product quality and appropriate pricing are crucial to enhancing customer loyalty, while halal certification and brand image alone do not guarantee loyal behavior