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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Zubaidah Nikiulu, Adinda Fauzah
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Decision Sciences, Operations Research & Management

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The Influence of Halal Awareness, Digital Marketing and Influencers on Purchasing Decisios About Halal Cosmetics Zubaidah Nikiulu, Adinda Fauzah; Nurmasari, Nuraini Desty
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.20

Abstract

The objective of this quantitative explanatory research is to assess the effects of halal awareness, digital Marketing, and influencer on the decision of Generation Z in Malang City. The respondents are 300 people. They were selected from the population of Muslim Generation Z in Malang City who have bought halal cosmetics products through e-commerce or have used halal cosmetics brands that collaborate with influencers as promoters or brand ambassadors. The results of the data analysis using multiple linear regression performed in IBM SPSS version 26 demonstrate that halal awareness influences the purchase decision, digital marketing affects the purchase decision, and that influenceris also able to influence the purchase decision.
Co-Authors Nurmasari, Nuraini Desty