The Effect of Halal Labeling, Advertisement Creativity and Lifestyle on Purchase Decisions of Wardah Products (Case Study of Students of Universitas Malahayati)

This study aims to analyze the effects of halal labeling, advertisement creativity, and lifestyle on purchase decision of Wardah cosmetic products. The study population consisted of 663 female students that have bought Wardah cosmetic products, with the number of samples determined by the Slovin formula of 250 female students at Universitas Malahayati, Bandar Lampung. Data analysis used was smart-PLS v3.0. The results of the study showed that halal labeling, creative advertising, and lifestyle of Wardah cosmetic products have effects on the purchasing decisions of students of Universitas Malahayati, Bandar Lampung. Keywords: halal labeling, ads creativity, lifestyle, purchase decision