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Purchase Intention Of Halal Local Beauty Brand During Covid-19: The Role Of Influencers’ Credibility And Halal Awareness

Author

Listed:
  • Ismi Tazlia

    (Sekolah Tinggi Manajemen IPMI, Indonesia)

  • Dety Nurfadilah

    (Sekolah Tinggi Manajemen IPMI, Indonesia)

  • Sasotya Pratama

    (Sekolah Tinggi Manajemen IPMI, Indonesia)

Abstract

By applying the Stimulus-Organism-Response (SOR) model, this study investigates whether influencers’ credibility and halal awareness influence customer’s perceived value which, in turn, affects their purchase intention. Gathering data using an online survey and applying the SEM-PLS method, we find that influencers’ credibility and halal awareness have a positive effect on the customer’s perceived value for local Indonesian halal beauty products. In addition, the perceived value also affects customers purchase interest. The results related to halal awareness emphasizes the role of halal certification in the customer’s purchase intention. This study provides valuable insight to the halal local beauty industry to improve the marketing strategy and contributes to the theoretical literature in the field of management and marketing.

Suggested Citation

  • Ismi Tazlia & Dety Nurfadilah & Sasotya Pratama, 2023. "Purchase Intention Of Halal Local Beauty Brand During Covid-19: The Role Of Influencers’ Credibility And Halal Awareness," Journal of Islamic Monetary Economics and Finance, Bank Indonesia, vol. 9(3), pages 397-418, September.
    • Handle: RePEc:idn:jimfjn:v:9:y:2023:i:3b:p:397-418
    DOI: https://doi.org/10.21098/jimf.v9i3.1623
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    More about this item

    Keywords

    Halal beauty brand; Influencers’ credibility; Halal awareness; Perceived value; Purchase intention;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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