Wardah's 'halal' marketing as a repurchase attraction: A phenomenological study on wardah users

Abstract

Background: Wardah is a cosmetic brand that employs “halal” branding as its primary marketing strategy. This approach contributes to the broader halal industry and ecosystem in Indonesia. The aim of this study is to explore how halal marketing strategies influence consumer repurchase decisions. Methods: This study applies a qualitative approach using phenomenological methods. Data were collected through in-depth interviews to understand consumer perceptions and experiences. Findings: The results indicate that halal branding helps position the brand as a preferred choice, particularly among Muslim consumers. However, the halal label alone is not a decisive factor in consumers' decisions to repurchase the product. Conclusion: Halal marketing plays a significant role in initial consumer attraction, but repurchase decisions are influenced by other factors such as product quality and user satisfaction. Novelty/Originality of this article: This study highlights the nuanced role of halal branding in consumer behavior, offering new insights into the limits of religious-based marketing in fostering long-term customer loyalty.