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What is Celebrity Appeal & Halal Label Impact on Wardah about?

The study examines the impact of celebrity endorsements and halal labels on purchasing decisions for Wardah cosmetics, with brand image as a mediating variable. Results indicate that while both celebrity endorsements and halal labels significantly enhance brand image, they do not directly influence purchasing decisions among Generation Z Muslim consumers. The findings suggest a need for more authentic marketing strategies that resonate with consumer experiences rather than relying solely on endorsements and

Author

Dipaan

Language

EN