Social media influencers on halal cosmetic purchase intention among Gen Z Muslims
Purpose – This study investigates the influence of social media influencers on the purchase intention of halal cosmetic products among Muslim Generation Z in Indonesia. This study incorporates religiosity as a moderating variable and attitude toward influencers as a mediating variable, extending th...
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| Format: | Article |
| Language: | English |
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P3EI-Center for Islamic Economics Studies and Development
2025-08-01
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| Series: | Asian Journal of Islamic Management |
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| Online Access: | https://journal.uii.ac.id/AJIM/article/view/40236 |
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| author | Fatma Nur Rokhmah Marina Oktari Tika Widiastuti |
| author_facet | Fatma Nur Rokhmah Marina Oktari Tika Widiastuti |
| author_sort | Fatma Nur Rokhmah |
| collection | DOAJ |
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Purpose – This study investigates the influence of social media influencers on the purchase intention of halal cosmetic products among Muslim Generation Z in Indonesia. This study incorporates religiosity as a moderating variable and attitude toward influencers as a mediating variable, extending the Theory of Planned Behavior (TPB) in a culturally specific context.
Methodology – A quantitative approach was employed using a structured online questionnaire distributed to 308 Muslim Gen Z respondents who had been exposed to halal cosmetic content promoted by social media influencers. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the SmartPLS 4 software.
Findings – The results show that perceived credibility, trust, subjective norms, and perceived behavioral control significantly affect attitudes toward social media influencers. Attitude, in turn, had a significantly positive influence on purchase intention. However, religiosity does not significantly moderate the relationship between attitude toward influencers and purchase intention, indicating that religious commitment may not amplify or diminish the role of influencer persuasion.
Implications – These findings suggest that marketers of halal cosmetics should collaborate with influencers who exhibit authenticity, trustworthiness, and alignment with Islamic values to engage Muslim Gen Z. Understanding the digital and religious sensibilities of this segment is crucial for shaping effective marketing strategies.
Originality – The originality of this research lies in its specific focus on halal consumption in the cosmetics industry. Targeting Indonesian Muslim Gen Z, the study explicitly examines the role of religiosity as a moderating variable, filling a research gap on how religious values influence purchasing decisions.
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| format | Article |
| id | doaj-art-96ac0e7647c84226b11635f2d61d37fa |
| institution | Kabale University |
| issn | 2746-0037 2722-2330 |
| language | English |
| publishDate | 2025-08-01 |
| publisher | P3EI-Center for Islamic Economics Studies and Development |
| record_format | Article |
| series | Asian Journal of Islamic Management |
| spelling | doaj-art-96ac0e7647c84226b11635f2d61d37fa2025-08-20T03:56:37ZengP3EI-Center for Islamic Economics Studies and DevelopmentAsian Journal of Islamic Management2746-00372722-23302025-08-017110.20885/AJIM.vol7.iss1.art7Social media influencers on halal cosmetic purchase intention among Gen Z MuslimsFatma Nur Rokhmah0Marina Oktari1Tika Widiastuti2Department of Islamic Economics, Faculty of Economics and Business, Universitas Airlangga, Surabaya, Indonesia Department of Islamic Economics, Faculty of Economics and Business, Universitas Airlangga, Surabaya, IndonesiaDepartment of Islamic Economics, Faculty of Economics and Business, Universitas Airlangga, Surabaya, Indonesia Purpose – This study investigates the influence of social media influencers on the purchase intention of halal cosmetic products among Muslim Generation Z in Indonesia. This study incorporates religiosity as a moderating variable and attitude toward influencers as a mediating variable, extending the Theory of Planned Behavior (TPB) in a culturally specific context. Methodology – A quantitative approach was employed using a structured online questionnaire distributed to 308 Muslim Gen Z respondents who had been exposed to halal cosmetic content promoted by social media influencers. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the SmartPLS 4 software. Findings – The results show that perceived credibility, trust, subjective norms, and perceived behavioral control significantly affect attitudes toward social media influencers. Attitude, in turn, had a significantly positive influence on purchase intention. However, religiosity does not significantly moderate the relationship between attitude toward influencers and purchase intention, indicating that religious commitment may not amplify or diminish the role of influencer persuasion. Implications – These findings suggest that marketers of halal cosmetics should collaborate with influencers who exhibit authenticity, trustworthiness, and alignment with Islamic values to engage Muslim Gen Z. Understanding the digital and religious sensibilities of this segment is crucial for shaping effective marketing strategies. Originality – The originality of this research lies in its specific focus on halal consumption in the cosmetics industry. Targeting Indonesian Muslim Gen Z, the study explicitly examines the role of religiosity as a moderating variable, filling a research gap on how religious values influence purchasing decisions. https://journal.uii.ac.id/AJIM/article/view/40236social media influencerReligiosityhalal cosmeticspurchase intention |
| spellingShingle | Fatma Nur Rokhmah Marina Oktari Tika Widiastuti Social media influencers on halal cosmetic purchase intention among Gen Z Muslims Asian Journal of Islamic Management social media influencer Religiosity halal cosmetics purchase intention |
| title | Social media influencers on halal cosmetic purchase intention among Gen Z Muslims |
| title_full | Social media influencers on halal cosmetic purchase intention among Gen Z Muslims |
| title_fullStr | Social media influencers on halal cosmetic purchase intention among Gen Z Muslims |
| title_full_unstemmed | Social media influencers on halal cosmetic purchase intention among Gen Z Muslims |
| title_short | Social media influencers on halal cosmetic purchase intention among Gen Z Muslims |
| title_sort | social media influencers on halal cosmetic purchase intention among gen z muslims |
| topic | social media influencer Religiosity halal cosmetics purchase intention |
| url | https://journal.uii.ac.id/AJIM/article/view/40236 |
| work_keys_str_mv | AT fatmanurrokhmah socialmediainfluencersonhalalcosmeticpurchaseintentionamonggenzmuslims AT marinaoktari socialmediainfluencersonhalalcosmeticpurchaseintentionamonggenzmuslims AT tikawidiastuti socialmediainfluencersonhalalcosmeticpurchaseintentionamonggenzmuslims |