PENGARUH ISLAMIC BRANDING, KOMUNIKASI PEMASARAN DAN MEDIA IKLAN TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN PRODUK KOSMETIK

This study examines the effect of Islamic branding, marketing communication, and advertising media on consumers’ decisions to use Wardah cosmetic products. The target of this study is female students of Universitas Muhammadiyah Yogyakarta. The object of this research is Yogyakarta. This research was quantitative research. Data were collected using questionnaires, distributed to female consumers who study at Universitas Muhammadiyah Yogyakarta,and have used Wardah products for about 1 year. A total of 100 questionnaires were collected and analyzed using SPSS. The results show that there is a significant negative effect on the Islamic branding variable on the consumers’ decision to use Wardah cosmetic products. However, UMY students also find a significant positive effect on marketing communication and advertising media on consumers’ decisions to use Wardah cosmetic products in Yogyakarta.