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)

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.