Pengaruh Labelisasi Halal dan Harga terhadap Loyalitas Pelanggan dalam Pembelian Produk Skincare Wardah (Studi Kasus Santri Pondok Pesantren Banyuanyar)

Abstrak

Absract
Indonesia is the country with the largest Muslim population in the
world, making it a highly promising market, including in the
skincare sector which has become a current trend. This is supported
by the rapid development of technology that helps the marketing
world grow quickly, inspiring people to pay more attention to their
appearance. This study aims to determine the effect of X1 halal
labeling and X2 price on X3 loyalty in Y the purchase decision of
Wardah skincare among active female students at Banyuanyar
Islamic boarding school in the year 2025. The research method used
is a quantitative approach, as the data is in the form of numerical
values and analyzed using statistical tools. The population in this
study is Wardah skincare users among active female students at
Banyuanyar. A sample of 100 respondents was selected using non
probability sampling with a purposive sampling approach. The data
were analyzed using SPSS. The results of the study show that the
halal labeling variable has a partial positive effect

Keywords: Halal Labeling, Price, Loyalty, Purchase Decision