Dominasi Citra Merek atas Beauty Influencer dalam Mempengaruhi Keputusan Pembelian Kosmetik Halal Mahasiswi Muslim Pesisir

Nila Nisatul Fitriyah; Nur Sa’idaturrahmah

Dominasi Citra Merek atas Beauty Influencer dalam Mempengaruhi Keputusan Pembelian Kosmetik Halal Mahasiswi Muslim Pesisir

Published: 2025-10-25

Keywords: brand image, beauty influencer, purchase decision, halal cosmetics, coastal Muslim consumers

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License .

This study aims to analyze the dominance of brand image over the influence of beauty influencers in shaping halal cosmetic purchasing decisions among coastal Muslim female students. This phenomenon is significant since the rapid growth of halal cosmetic consumption in Indonesia parallels the rise of digital promotion through social media, yet the main determining factor behind Muslim consumers’ purchasing behavior remains unclear. A quantitative survey method was employed involving 100 respondents who are active users of Wardah halal cosmetics. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression using IBM SPSS 23 for Windows. The findings reveal that beauty influencers do not significantly affect purchase decisions, while brand image has a significant but negative effect, indicating a potential brand fatigue resulting from high consumer expectations. Simultaneously, both variables significantly influence purchasing decisions, with a determination coefficient of 62.5%, confirming the dominance of Islamic value–based brand image over personal influencer persuasion. This study contributes to the development of Muslim consumer behavior theory by integrating religiosity, trust, and symbolic value within halal marketing strategies. Practically, the findings suggest that halal cosmetic industries should focus on building authentic, innovative, and spiritually grounded brand images to maintain consumer trust and loyalty.

Keywords: brand image, beauty influencer, purchase decision, halal cosmetics, coastal Muslim consumers

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Dominasi Citra Merek atas Beauty Influencer dalam Mempengaruhi Keputusan Pembelian Kosmetik Halal Mahasiswi Muslim Pesisir. (2025). PASIR: Jurnal Pusat Studi Islam Pesisir, 1(1). https://ejournal.iai-tabah.ac.id/pasir/article/view/4207

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Nila Nisatul Fitriyah

Institut Agama Islam Tarbiyatut Tholabah Lamongan, Indonesia

Nur Sa’idaturrahmah

Institut Agama Islam Tarbiyatut Tholabah Lamongan, Indonesia

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