CELEBRITY ENDORSEMENT, PACKAGING DESIGN, AND BRAND IMAGE: WARDAH'S STRATEGY TO WIN CONSUMERS' HEARTS IN SEMARANG
DOI:
https://doi.org/10.31959/jm.v15i1.3555Abstract
Introduction: Indonesia has a high level of consumption, driven by increasing purchasing power. Competition between manufacturers is also intensifying due to the large number of similar products on the market. According to data from the Ministry of Home Affairs' Population and Civil Registration Agency (Dukcapil), Indonesia's population reached 273 million at the end of 2021, with approximately 49.5% being women. Many women are striving to improve their appearance to boost their self-confidence, leading to rapid growth in the cosmetics industry and significant growth in Indonesia.
Methods: This research uses a descriptive, quantitative approach, applying survey methods by taking samples from a population and using questionnaires as the primary instrument to collect data.
Celebrity endorsements do not significantly influence purchasing decisions for Wardah products, while packaging Design and brand image do.
Result: This finding is implemented in the context of marketing Wardah cosmetic products, which places great importance on the product’s visual elements and on consistent brand image management, and is more effective at attracting consumer interest than celebrity appeal. Therefore, the company is strongly advised to focus on developing the visual packaging Design aspect of its marketing strategy and to build a more positive brand image that is relevant to the values that consumers of Wardah products need.
Keyword: Brand Image, Celebrity Endorsement, Packaging Design, and Purchase Decision
References
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Aini Tabar, F., & Farisi, H. (2023). PENGARUH KUALITAS PRODUK, CELEBRITY ENDORSER, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK. In Jurnal Manajemen dan Bisnis Digital Tahun (Vol. 2, Issue 1).
Atho’urrohman, W., & Hariasih, M. (2024). Peranan Desain Kemasan, Variasi Produk, dan Harga dalam Keputusan Pembelian Konsumen. Jurnal Pemberdayaan Ekonomi Dan Masyarakat, 1(2), 17. https://doi.org/10.47134/jpem.v1i2.255
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Gde, T., Wijaya, A., Suryawan, K., & Rai, U. N. (2025). Unveiling Key Drivers of Consumer Purchase Decisions in the Evolving Cosmetics Industry. January. https://doi.org/10.70358/jurnalakses.v16i02.1378
Ii, B. A. B., & Pemasaran, M. (2021). manaje me n yang sangat dipe rlu kan dalam se mu a indu stri. Manaje me n. 12–40.
Imam Basri, A., Sumarni, M., Lady Nor Astuti, E., & Dyah Herdiany, H. (2023). Pengaruh Kualitas Produk, Citra Merk, dan Iklan Terhadap Keputusan Pembelian Konsumen pada Kosmetik Purbasari Di Kota Yogyakarta. Efektor, 10(1), 1–9. https://doi.org/10.29407/e.v10i1.18891
Luh, N., Diah, P., & Saraswati, A. (2025). Pengaruh Celebrity Endorsers , Brand Image , dan Brand Trust Terhadap Keputusan Pembelian Kosmetik Wardah di Denpasar.
M. Reza Sulaiman. (2025). Perjalanan Wardah: Pionir Kosmetik Halal yang Menggebrak Pasar Kecantikan Indonesia. https://www.suara.com/lifestyle/2025/01/28/200231/perjalanan-wardah-pionir-kosmetik-halal-yang-menggebrak-pasar-kecantikan-indonesia?page=2
Noverius Laoli. (2024). Industri Kecantikan Diproyeksikan Tumbuh 4,86% Per Tahun Hingga 2029. https://industri.kontan.co.id/news/industri-kecantikan-diproyeksikan-tumbuh-486-per-tahun-hingga-2029#:~:text=Kemajuan teknologi dan mudahnya akses,kecantikan kepada audiens yang relevan.
Putri, M. A., & Ahmadi, M. A. (2025). Pengaruh Brand Ambassador dan Celebrity Endorsement di Media Sosial Terhadap Keputusan Pembelian pada Produk Skintific. 3(1), 1–9.
Rambe, D. Y. B., & Rustam, T. A. (2024). Pengaruh Electronic Word Of Mouth, Brand Image Dan Digital Marketing Terhadap Keputusan Pembelian Purbasari Di Kota Batam. Jurnal Media Wahana Ekonomika, 21(1), 1–14. https://doi.org/10.31851/jmwe.v21i1.14510
Sumiati, S., & Ibu;, D. (2023). Pengaruh_Kelompok_Referensi_Brand_Image_dan_Celebr.
Abdi, M. N., & Chalimah. (2020). Jurnal Ekonomi dan Bisnis Islam Jurnal Ekonomi dan Bisnis Islam. Jurnal Ekonomi Dan Bisnis, 4(2), 273–284. https://doi.org/10.33633/jekobs.v4i1.12554
Aini Tabar, F., & Farisi, H. (2023). PENGARUH KUALITAS PRODUK, CELEBRITY ENDORSER, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK. In Jurnal Manajemen dan Bisnis Digital Tahun (Vol. 2, Issue 1).
Atho’urrohman, W., & Hariasih, M. (2024). Peranan Desain Kemasan, Variasi Produk, dan Harga dalam Keputusan Pembelian Konsumen. Jurnal Pemberdayaan Ekonomi Dan Masyarakat, 1(2), 17. https://doi.org/10.47134/jpem.v1i2.255
E-issn, V. N. P., Merek, P. C., Kemasan, D., Meisaroh, F. S., Nugroho, R. H., Andarini, S., & Nirawati, L. (2023). Reslaj : Religion Education Social Laa Roiba Journal Variabel Intervening pada Produk Minuman Bersoda Sprite Reslaj : Religion Education Social Laa Roiba Journal. Reslaj: Religion Education Social Laa Roiba Journa, 5, 812–825. https://doi.org/10.47476/reslaj.v5i3.1822
ERIKA KURNIA. (2024). Pelaku Industri Kosmetik Tumbuh 43 Persen dalam Tiga Tahun. https://www.kompas.id/baca/ekonomi/2024/05/29/pelaku-industri-kosmetik-tumbuh-43-persen-dalam-tiga-tahun?utm_source=chatgpt.com
Gde, T., Wijaya, A., Suryawan, K., & Rai, U. N. (2025). Unveiling Key Drivers of Consumer Purchase Decisions in the Evolving Cosmetics Industry. January. https://doi.org/10.70358/jurnalakses.v16i02.1378
Ii, B. A. B., & Pemasaran, M. (2021). manaje me n yang sangat dipe rlu kan dalam se mu a indu stri. Manaje me n. 12–40.
Imam Basri, A., Sumarni, M., Lady Nor Astuti, E., & Dyah Herdiany, H. (2023). Pengaruh Kualitas Produk, Citra Merk, dan Iklan Terhadap Keputusan Pembelian Konsumen pada Kosmetik Purbasari Di Kota Yogyakarta. Efektor, 10(1), 1–9. https://doi.org/10.29407/e.v10i1.18891
Luh, N., Diah, P., & Saraswati, A. (2025). Pengaruh Celebrity Endorsers , Brand Image , dan Brand Trust Terhadap Keputusan Pembelian Kosmetik Wardah di Denpasar.
M. Reza Sulaiman. (2025). Perjalanan Wardah: Pionir Kosmetik Halal yang Menggebrak Pasar Kecantikan Indonesia. https://www.suara.com/lifestyle/2025/01/28/200231/perjalanan-wardah-pionir-kosmetik-halal-yang-menggebrak-pasar-kecantikan-indonesia?page=2
Noverius Laoli. (2024). Industri Kecantikan Diproyeksikan Tumbuh 4,86% Per Tahun Hingga 2029. https://industri.kontan.co.id/news/industri-kecantikan-diproyeksikan-tumbuh-486-per-tahun-hingga-2029#:~:text=Kemajuan teknologi dan mudahnya akses,kecantikan kepada audiens yang relevan.
Putri, M. A., & Ahmadi, M. A. (2025). Pengaruh Brand Ambassador dan Celebrity Endorsement di Media Sosial Terhadap Keputusan Pembelian pada Produk Skintific. 3(1), 1–9.
Rambe, D. Y. B., & Rustam, T. A. (2024). Pengaruh Electronic Word Of Mouth, Brand Image Dan Digital Marketing Terhadap Keputusan Pembelian Purbasari Di Kota Batam. Jurnal Media Wahana Ekonomika, 21(1), 1–14. https://doi.org/10.31851/jmwe.v21i1.14510
Sumiati, S., & Ibu;, D. (2023). Pengaruh_Kelompok_Referensi_Brand_Image_dan_Celebr.
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