Pengaruh Islamic Branding, Harga, dan Online Customer Review terhadap Keputusan Pembelian Skincare Wardah (Studi Pada Mahasiswa Ekonomi Islam di Kota Surabaya)

The Influence of Islamic Branding, Price, and Online Customer Review on Purchasing Decisions of Wardah Skincare (A Study on Islamic Economics Students in Surabaya)

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Islamic branding, harga, dan online customer review terhadap keputusan pembelian skincare Wardah di kalangan Mahasiswa Ekonomi Islam di Kota Surabaya. Metode penelitian menggunakan metode kuantitatif dengan sumber data primer dari penyebaran kuesioner. Sampel diambil dengan teknik purposive sampling, dengan 160 responden. Analisis data menggunakan Structural Equation Modelling – Partial Least Square (SEM-PLS) pada SmartPLS 4. Hasil penelitian menunjukkan bahwa harga dan online customer review memiliki pengaruh signifikan terhadap keputusan pembelian skincare Wardah, sementara Islamic branding tidak memberikan pengaruh yang signifikan. Kesimpulan ini menunjukkan bahwa konsumen di kalangan Mahasiswa Ekonomi Islam di Kota Surabaya lebih cenderung mempertimbangkan harga dan ulasan pelanggan online daripada citra Islami pada brand skincare Wardah saat mengambil keputusan pembelian

Kata Kunci : Islamic branding, harga, online customer review, keputusan pembelian

This research aims to determine and analyze the influence of Islamic branding, price, and online customer review on purchasing decisions of Wardah skincare among Islamic Economics students in Surabaya. The research method used quantitative method with primary data source obtained from questionnaire distribution. The sample was taken using purposive sampling technique, involving 160 respondents. Data analysis used Structural Equation Modeling – Partial Least Square (SEM-PLS) in SmartPLS 4. The results of the study indicate that price and online customer review have a significant influence on purchasing decisions of Wardah skincare, while Islamic branding does not have a significant influence. This conclusion indicates that consumers among Islamic Economics students in Surabaya tend to consider price and online customer reviews more than the Islamic image of the Wardah skincare brand when making purchasing decisions.

Keywords: Islamic branding, price, online customer review, purchasing decision