Analysis of the Influence of Halal Awareness, Social Media, and Brand Image on Skincare Product Purchase Decisions among Students of SMKN 02 Guguak District

Temalla Davisthy (Department of Management, Faculty of Economic and Business, Universitas Paramadina)
Didip Diandra (Department of Management, Faculty of Economic and Business, Universitas Paramadina)

International Journal of Economics, Business and Innovation Research
Vol. 5 No. 05 (2026): International Journal of Economics, Business and Innovation Research( IJEBIR)

This study aims to analyze the effects of halal awareness, social media, and brand image on skincare purchase decisions among students of SMKN 02 Guguak District. This study employed a quantitative approach with an explanatory research design and purposive sampling involving 100 respondents who had used or purchased skincare products. Data were collected through questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS. The results show that halal awareness, social media, and brand image have positive and significant effects on purchase decisions. Halal awareness was the most dominant factor (β=0.456), followed by brand image (β=0.362) and social media (β=0.267), with an R² of 0.595.