The Influence of Halal Branding and Shopping Well-Being on Purchasing Decisions Through Brand Experience as an Intervening Variable on Wardah Skincare Products (Case Study: Consumers of Wardah Skincare Products in Surabaya)
DOI:
https://doi.org/10.61536/escalate.v4i02.717Keywords:
Halal Branding, Shopping Well-Being, Brand Experience, Purchase IntentionAbstract
This study aims to test and analyze the effect of Halal Branding and Shopping Well-Being on Purchase Intention through Brand Experience as an intervening variable among consumers of Wardah skincare products in Surabaya. A quantitative method was employed using purposive sampling, involving 180 respondents. Data were processed using SmartPLS 4.1.1.2 through validity and reliability testing, outer model evaluation, inner model evaluation, and bootstrapping hypothesis testing. The results show that Halal Branding has a positive and significant effect on Brand Experience and Purchase Intention; Shopping Well-Being has a positive and significant effect on Brand Experience and Purchase Intention; and Brand Experience has a positive and significant effect on Purchase Intention. In addition, Brand Experience significantly mediates the effects of Halal Branding and Shopping Well-Being on Purchase Intention. These findings indicate that a strong halal identity and positive shopping experiences can shape brand experience and ultimately increase consumers' purchase intention toward Wardah skincare products.
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Copyright (c) 2026 Hikmah Nur Hidayah, Karina Abiyyubassa Ramadhan, Moch. Wildan Aminullah, Donny Arif
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