Which is More Important? Halal Label or Product Quality

Abstract

The purpose of this study is to analyze which one is considered more important by Muslim consumers when they make a purchase decision, halal label or product quality? Wardah cosmetic product was chosen to be the object of the study; samples were taken from as many as 100 people who have joined Wardah Cosmetics’ Facebook Fan Page using purposive sampling technique. The data analysis technique used is path analysis. Product quality was found as the more affecting factor for the consumers in purchasing Wardah cosmetic products. Meanwhile, halal label has not significantly been able to influence the consumers in their purchase decisions, but it could enhance Wardah’s brand image as the cosmetic products intended for Muslim women. Wardah still has to care and maintain the products quality because it is the driving factor for the consumers to purchase their cosmetics. Keywords—halal label; product quality; brand image; purchase decision