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All Journal al-Uqud : Journal of Islamic Economics Southeast Asian Business Review
Putri, Nadia Ramadhani Nugroho
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Role of Product-influencer Congruence, Influencer credibility, and Attitude toward Advertising on Purchase Intention Putri, Nadia Ramadhani Nugroho; Handriana, Tanti
Southeast Asian Business Review Vol. 1 No. 1 (2023)
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/sabr.v1i1.45844

Abstract

The aims of this study to see whether there is an effect of product-influencer congruence on influencer credibility and attitude toward advertising and how it impacts purchase intention. This study examines the suitability of Avoskin Your Skin Bae Shield of Sun Essence products and influencer Refal Hady who is the star of advertisements that uploaded via Instagram reels. Using a quantitative approach, this research examines data through SEM (Structural Equation Modeling) analysis techniques based on Partial Least Square (PLS) and uses the SmartPLS 3 application. Respondents in this study are Instagram users who have watched Avoskin Your Skin Bae Shield of Sun Essence advertisement. starring Refal Hady but have never bought the product, are over 18 years old and there are 175 respondents who have fulfilled the screening. The results of this study indicate that product-influencer congruence has a positive influence on influencer credibility and attitude toward advertising, and has an impact on purchase intention, and attitude toward advertising has a positive influence on purchase intention. However, influencer credibility has no influence on purchase intention.
The role of augmented reality in halal beauty shopping experience Mardhiyah, Dien; Futuwwah, Ali Imaduddin; Susilowati, Fitriah Dwi; Osman, Syuhaily; Gozali, Nidia Artanti; Putri, Nadia Ramadhani Nugroho
al-Uqud : Journal of Islamic Economics Vol. 9 No. 2 (2025): July
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/al-uqud.v9n2.p143-161

Abstract

Augmented Reality (AR) is rapidly evolving and being integrated into various business sectors, including the halal cosmetics industry. Additionally, AR helps prevent contamination from non-halal ingredients and reduces the spread of diseases associated with shared testers. Despite these advantages, consumer adoption of AR in online cosmetic selection remains low. Many shoppers still cannot use AR, despite its vividness, interactivity, and customizable features, which can significantly enhance product exploration and foster a positive perception of the technology. This study investigates the key factors influencing consumers' intentions to use AR when purchasing halal cosmetics, employing the SOR theory as a framework. Through a quantitative approach and SEM-PLS analysis, the findings reveal that AR attributes play a crucial role in creating a more immersive and compelling halal shopping experience. These insights offer valuable guidance for businesses seeking to develop AR-driven marketing strategies—an approach that remains underutilized in the halal cosmetics industry. By leveraging AR technology, companies can bridge the gap between online and offline shopping, enhance consumer confidence, and drive greater engagement in the halal beauty market.
Co-Authors Dien Mardhiyah Fitriah Dwi Susilowati Futuwwah, Ali Imaduddin Gozali, Nidia Artanti Osman, Syuhaily Tanti Handriana