Pengaruh Kualitas Produk, Brand Image, Beauty Vlogger, dan Label Halal Terhadap Keputusan Pembelian Lipstik Maybelline Superstay Matte Ink di Kabupaten Kebumen

This research is a quantitative study that focuses on women in Kebumen Regency who buy and use Maybelline Superstay Matte Ink lipstick. The sample used consisted of 100 respondents, and data was collected through distributing questionnaires online which were then processed using SPSS version 25.0. This data collection tool was researched using multiple linear regression analysis testing. The results of the research show that firstly, the product quality variable has a positive and significant effect on purchasing decisions, secondly, the brand
image variable has a positive and significant effect on purchasing decisions, then thirdly the Beauty Vlogger variable has a positive and significant effect on purchasing decisions, then the four halal label variables have an effect positive and
significant on purchasing decisions, and finally product quality, brand image, beauty vlogger, and halal labels simultaneously influence purchasing decisions.

Keywords: product quality, brand image, beauty vlogger, halal label, purchasing decisions and Maybelline superstay matte ink lipstick