PENGARUH IKLAN TELEVISI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK BERLABEL HALAL ”WARDAH” (Studi Pada Mahasiswi Universitas Muhammadiyah Malang)

This study aims to determine the influence of television advertising and brand image on purchase decision to cosmetics with Halal label, Wardah. The samples were students of University of Muhammadiyah Malang who had bought Wardah product and aged at least 18 years old. The sampling technique used was Purposive Sampling with the total sample as many as 100 respondents. The technique of data analysis used in this study was Multiple Linear Regression. Based on the findings, it can be concluded that: (1) the variable television advertising had a significant effect on purchase decision of Wardah, (2) the variable brand image had a significant effect on purchase decision of Wardah, (3) television advertising was considered the most influential on purchase decision of Wardah