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All Journal Asian Journal of Management Analytics
Damayanti, Tri Larisma
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Decision Sciences, Operations Research & Management

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The Influence of Social Media Marketing, Online Customer Review, Halal Label, and Brand Image on Purchasing Decisions for Somethinc Cosmetic Products (Study on Somethinc Cosmetic Consumers in Purwokerto) Damayanti, Tri Larisma; Miftahuddin, Muchammad Agung; Astuti, Herni Justiana; Handayani, Erna
Asian Journal of Management Analytics Vol. 4 No. 1 (2025): January 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v4i1.13385

Abstract

This study examines the influence of social media marketing, online customer reviews, halal labeling, as well as brand image on purchasing decisions for Somethinc cosmetic products in Purwokerto. Using a quantitative approach, data from 130 respondents were analyzed with SPSS through multiple linear regression, t-tests, F-tests, and determination coefficients. Findings show that all four variables significantly and positively impact purchasing decisions both individually and simultaneously. Halal labeling exhibits the strongest effect, followed by brand image, online customer reviews, and social media marketing. These findings highlight the importance of integrating digital marketing, leveraging halal certification, and strengthening brand perception to enhance purchasing decisions in the competitive cosmetic industry.
Co-Authors Handayani, Erna Herni Justiana Astuti Miftahuddin, Muchammad Agung