Marketing Strategies for Halal Skincare: Encouraging Repurchase through Digital Engagement

Yasir Hudzaifah (Universitas Muhammadiyah Pontianak)
Wulan Purnama Sari (Universitas Muhammadiyah Pontianak)
Joko Susilo (Universitas Muhammadiyah Pontianak)
Putri Handayani (Universitas Muhammadiyah Pontianak)

JURNAL ECONOMIA
Vol. 22 No. 3 (2026): October 2026

This study examines the effects of Halal Label, Electronic Word of Mouth (e-WOM), Social Media Marketing (SMM), and Brand Image on Repurchase Intention toward halal skincare and cosmetics in Pontianak, with Brand Image serving as a mediator. An SEM analysis of 200 respondents using SEM with SmartPLS 3.2.9 indicates that Halal Label, e-WOM, and SMM significantly affect Repurchase Intention. While SMM enhances Brand Image, e-WOM and Halal Label do not. SMM indirectly increases Repurchase Intention through Brand Image, but e-WOM and Halal Label do not show significant indirect effects. Although Brand Image does not directly influence Repurchase Intention, SMM effectively boosts it by enhancing Brand Image. The study highlights the importance of effective SMM and positive e-WOM in increasing repurchase intentions for halal products, emphasizing the need to improve Brand Image quality for maximum impact and aiding in the development of targeted marketing strategies in the local market.