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All Journal Journal of Islamic Monetary Economics and Finance
Sasotya Pratama
Sekolah Tinggi Manajemen IPMI, Indonesia
Economics, Econometrics & Finance

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PURCHASE INTENTION OF HALAL LOCAL BEAUTY BRAND DURING COVID-19: THE ROLE OF INFLUENCERS’ CREDIBILITY AND HALAL AWARENESS Ismi Tazlia; Dety Nurfadilah; Sasotya Pratama
Journal of Islamic Monetary Economics and Finance Vol 9 No 3 (2023)
Publisher : Bank Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21098/jimf.v9i3.1623

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.
Co-Authors Dety Nurfadilah Ismi Tazlia