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All Journal Jurnal Siasat Bisnis JURNAL PENDIDIKAN TAMBUSAI Journal of Economics and Business UBS International Journal of Digital Entrepreneurship and Business (IDEB) Jurnal Pengabdian Masyarakat Madani Journal of Social Research Journal of Innovation Research and Knowledge Jurnal Pengabdian Kepada Masyarakat Business and Entrepreneurial Review Jurnal Manajemen dan Pemasaran Jasa Media Riset Bisnis & Manajemen Jurnal Nusantara Mengabdi Indonesian Journal of Sustainability Accounting and Management EBID:Ekonomi Bisnis Digital DIGIBE: Digital Business and Entrepreneurship Journal NuCSJo : Nusantara Community Service Journal
Ayu Ekasari
Universitas Trisakti
Religion Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Public Health Social Sciences Other

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PENGARUH SOSIAL MEDIA INFLUENCER TERHADAP PEMBELIAN KOSMETIK HALAL Muhamad Gamal Abdullah; Ayu Ekasari
EBID: Ekonomi Bisnis Digital Vol 3, No 1 (2025): Juli
Publisher : STMIK Widuri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37365/ebid.v3i1.406

Abstract

This study aims to analyze the influence of social media influencers on the purchase of cosmetic products in Indonesia, by considering variables such as attitude toward the SMI, perceived credibility, perceived expertise, subjective norm, perceived behavioral control, and purchase intention. The research applies a quantitative approach by distributing questionnaires to 270 social media users who have purchased halal cosmetic products. The analysis method used is Structural Equation Modeling (SEM) with the help of AMOS 22 software. The results show that perceived credibility, perceived behavioral control, and subjective norm significantly affect the attitude toward the influencer, which in turn influences purchase intention. Religiosity acts as a moderator that strengthens the relationship between attitude toward the SMI and purchase intention. These findings highlight the importance of choosing the right influencer in the marketing strategy of halal cosmetic products in Indonesia.
Co-Authors Afsari Zulsi Nurvinka Alvin Alvin Anita Roosmalina Matusin Arnolt Kristian Pakpahan Arsil Imawan Aseanty, Deasy Bahtiar Usman Christina Dwi Astuti Cicilia Bangun Darra Pradita Hidayat Darra Pradita Hidayat Davinariyan Mohammad Thirafi Debbie Aryani FARAH MARGARETHA Fathur Rosi Fatik Rahayu Hana Putri Salsabila Bhakti Hermanto Yaputra Luki Adiati Pratomo Muhamad Gamal Abdullah Nadia Fachrudiana Oktafalia Marisa Syeliya Md Zaini Taufiq Adi Suseno Tri Indahyanti Ulfi Naria Rahmawati Valencia Valencia Victor Siagian Wanggi Citra Ameliana Yuana Jatu Nilawati