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All Journal JURNAL ECONOMIA
Putri Handayani
Universitas Muhammadiyah Pontianak
Economics, Econometrics & Finance

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Marketing Strategies for Halal Skincare: Encouraging Repurchase through Digital Engagement Yasir Hudzaifah; Wulan Purnama Sari; Joko Susilo; Putri Handayani
Jurnal Economia Vol. 22 No. 3 (2026): October 2026
Publisher : Faculty of Economics and Business, Universitas Negeri Yogyakarta in collaboration with the Institute for

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/economia.v22i3.83917

Abstract

This study examines the effects of Halal Label, Electronic Word of Mouth (e-WOM), Social Media Marketing (SMM), and Brand Image on Repurchase Intention toward halal skincare and cosmetics in Pontianak, with Brand Image serving as a mediator. An SEM analysis of 200 respondents using SEM with SmartPLS 3.2.9 indicates that Halal Label, e-WOM, and SMM significantly affect Repurchase Intention. While SMM enhances Brand Image, e-WOM and Halal Label do not. SMM indirectly increases Repurchase Intention through Brand Image, but e-WOM and Halal Label do not show significant indirect effects. Although Brand Image does not directly influence Repurchase Intention, SMM effectively boosts it by enhancing Brand Image. The study highlights the importance of effective SMM and positive e-WOM in increasing repurchase intentions for halal products, emphasizing the need to improve Brand Image quality for maximum impact and aiding in the development of targeted marketing strategies in the local market.
Co-Authors Joko Susilo Wulan Purnama Sari Yasir Hudzaifah