The Influence Of Influencer Endorsement And Halal Label On The Purchase Decision Of Halal Skincare Among University Students

Abstract

This study examines the role of influencer endorsement and halal labels in shaping the consumption behavior of Muslim consumers, particularly in skincare products. The growth of social media platforms such as Instagram and TikTok has transformed marketing strategies, while the rising awareness of halal has positioned product halalness as an indicator of quality and safety. However, specific studies analyzing the influence of these two factors on halal skincare purchase decisions among students remain limited. This research aims to analyze the effect of influencer endorsement and halal labels on the purchase decisions of halal skincare among Muslim students at the Faculty of Economics and Business, Universitas Mulawarman. A quantitative associative approach was employed, involving 73 respondents selected through purposive sampling and analyzed using ordinal logistic regression with SPSS 27.0. The results show that influencer endorsement (p = 0.002) and halal labels (p = 0.001) have a positive and significant effect on purchase decisions. The Nagelkerke R Square value of 0.507 indicates that 50.7% of the variation in purchase decisions is explained by these two variables. The findings highlight the importance of integrating digital marketing strategies with religious values to enhance purchase decisions and strengthen consumer trust in halal skincare products.