Pengaruh Promosi dan Kualitas Produk terhadap Minat Beli Produk Wardah di Jakarta

Pepiy Angela; Didin Solehudin

doi:10.61132/maeswara.v4i5.2943

Authors

Pepiy Angela Universitas Bina Sarana Informatika
Didin Solehudin Universitas Bina Sarana Informatika

DOI:

https://doi.org/10.61132/maeswara.v4i5.2943

Keywords:

Halal Cosmetics, Product Quality, Promotion, Purchase Intention, Wardah

Abstract

The increasingly competitive cosmetics industry in Indonesia requires companies to understand what drives consumers' purchase intention. Wardah, a pioneer of halal cosmetics in Indonesia, experienced a fluctuating Top Brand Index in the personal care category, falling from 26.50% in 2023 to 16.70% in 2024 before rising to 23.30% in 2026, while previous studies report inconsistent effects of promotion and product quality on purchase intention for local cosmetic brands. This study aims to analyze the partial and simultaneous effects of promotion and product quality on purchase intention for Wardah products in North Jakarta. A quantitative approach with a descriptive-associative design was employed. Data were collected through an online questionnaire from 97 respondents selected by purposive sampling, and analyzed using multiple linear regression in IBM SPSS Statistics after the instruments passed validity, reliability, and classical assumption tests. The results show that promotion has a positive and significant effect on purchase intention (t = 3.805; sig. 0.000), product quality has a positive and significant effect on purchase intention (t = 8.513; sig. 0.000), and both variables simultaneously have a significant effect (F = 257.869; sig. 0.000). Promotion and product quality explain 84.3% of the variation in purchase intention, with product quality as the dominant variable (Beta = 0.657). These findings imply that Wardah should prioritize maintaining consistent product quality while optimizing digital promotion through social media, marketplaces, and sales promotion programs to strengthen consumers' purchase intention amid intensifying competition in the cosmetics market.

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