The Effect of Celebrity Endorsem The Effect of Celebrity Endorsement and Halal Label on Purchase Intention of Wardah Products: A Study of Generation Z in Medan City

Abstract

The halal industry in Indonesia has experienced significant growth, extending beyond the food sector into industries such as cosmetics, driven by increasing consumer awareness of halal values. This study aims to examine the influence of celebrity endorsement and halal labels on the purchase intention of Wardah cosmetic products among Generation Z in Medan City. A quantitative research approach was employed using an online questionnaire distributed to respondents aged 13–28 years who had previously used Wardah products. The sample was selected using purposive sampling with a non-probability sampling technique. Data were analyzed using IBM SPSS Statistics version 26, including validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The findings indicate that celebrity endorsement and halal labels simultaneously have a significant effect on purchase intention. However, partial analysis reveals that celebrity endorsement does not significantly influence purchase intention, whereas the halal label has a positive and significant effect. Furthermore, the halal label emerges as the dominant factor influencing Generation Z consumers' purchase intention toward Wardah products. These findings suggest that Generation Z in Medan places greater emphasis on halal certification and product credibility than on celebrity influence when purchasing cosmetic products. Therefore, strengthening halal labeling may serve as an effective marketing strategy for enhancing consumer purchase intention in Indonesia's halal cosmetics market.