How social media influencers form Muslim consumers’ halal cosmetics purchase intention: religiosity concern
Abstract
Purpose
This study aims to identify factors affecting attitudes towards social media influencers (SMI) on halal cosmetics products. It subsequently examines how the latter stimulates consumers’ attitudes towards purchase intentions of halal cosmetics moderated by religiosity.
Design/methodology/approach
This study uses a survey of samples of Muslim cosmetic consumers in Indonesia. In total, 234 respondents were selected using the purposive sampling method; a self-administered questionnaire was used to collect data from respondents. The survey data were analysed using partial least squares for structural equation modelling (PLS-SEM) to achieve the study’s objectives.
Findings
The findings revealed that trust, perceived expertise and perceived behavioural control positively and significantly affect attitudes towards SMI. However, the relationship between perceived credibility, subjective norm and attitude towards SMI is insignificant. In addition, the findings revealed that attitude towards SMI has a positive effect on explaining purchase intention. Notably, religiosity does not moderate attitudes towards SMI and purchase intention.
Practical implications
This study provides guidelines for companies in understanding the influence of religiosity on consumption behaviour in SMI marketing era. Thus, it will enable marketers to identify the factors influencing customers’ attitudes towards SMI and develop marketing strategies that effectively increase the customers’ intentions to purchase halal cosmetics. This will result in Indonesia becoming the epicentre of the global halal industry, particularly in the cosmetic sector.
Originality/value
This research provides a novel perspective by investigating how SMI shapes the purchase intention of Muslim consumers on halal cosmetics.
Keywords
Acknowledgements
The authors extend their sincere appreciation to Universitas Airlangga for its generous support and resources that greatly contributed to the success of this research.
Funding: This research received no specific prior grant from any funding agency in the public, commercial or not-for-profit sectors.
Conflicts of Interest: The authors declare no conflict of interest.
Citation
Supriani, I., Ninglasari, S.Y. and Iswati, S. (2024), "How social media influencers form Muslim consumers’ halal cosmetics purchase intention: religiosity concern", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-02-2024-0085
Publisher
:Emerald Publishing Limited
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