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All Journal International Journal of Economics, Business and Innovation Research
Temalla Davisthy
Department of Management, Faculty of Economic and Business, Universitas Paramadina
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis of the Influence of Halal Awareness, Social Media, and Brand Image on Skincare Product Purchase Decisions among Students of SMKN 02 Guguak District Temalla Davisthy; Didip Diandra
International Journal of Economics, Business and Innovation Research Vol. 5 No. 05 (2026): International Journal of Economics, Business and Innovation Research( IJEBIR)
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijebir.v5i05.6041

Abstract

This study aims to analyze the effects of halal awareness, social media, and brand image on skincare purchase decisions among students of SMKN 02 Guguak District. This study employed a quantitative approach with an explanatory research design and purposive sampling involving 100 respondents who had used or purchased skincare products. Data were collected through questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS. The results show that halal awareness, social media, and brand image have positive and significant effects on purchase decisions. Halal awareness was the most dominant factor (β=0.456), followed by brand image (β=0.362) and social media (β=0.267), with an R² of 0.595.
Co-Authors Diandra, Didip