FACTORS INFLUENCING CONSUMER PURCHASE INTENTION OF WARDAH COSMETICS PRODUCT IN JAKARTA

The purpose of this study was to measure the indicators that influence consumer buying intentions for wardah cosmetic products in Indonesia. This research will be carried out quantitatively where the results of the research are carried out by distributing questionnaires. In this study, researchers will distribute a questionnaire with as many as 25 questions that will be given to respondents. Respondents were selected based on those who had used the Wardah Cosmetic brand. The data obtained from the research questionnaire will be analyzed using confirmatory factor analysis and multiple regression analysis. The tittle research is "Factors Influencing Consumer Purchase Intention Of Wardah Cosmetics Product In Jakarta" like the first IV, namely the price which has a significance of
0.023 on purchase intention and then the product quality which has a significance of 0.000 on purchase intention. the next variable is brand awareness which has a significance level of 0.465 although this number is greater than 0.05 but this variable can still be investigated because the other test values have good enough results to be used as variables, the next variable is halal certification which has a significance value of 0.004. This shows that product quality is very significant as a variable that can be studied, which is 0.000 which can also be said as good variable for research.
Key Words Purchase Intention, Price, Product Quality, Brand Awareness, and Halal Certification