Online purchasing behavior of halal cosmetics

This study aims to analyze the influence of beauty influencer credibility and social media marketing strategies on online purchasing behavior of Wardah halal cosmetics in Indonesia. The phenomenon of increasing consumption of halal cosmetic products along with the development of digital media places the role of beauty influencers and social media marketing as important factors in consumer decision making. This study uses a quantitative approach with a survey method of 100 respondents who have purchased Wardah products online. The data analysis technique was carried out using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) to test the relationship between variables. The results showed that beauty influencer credibility has a positive and significant effect on purchasing behavior. Likewise, social media marketing has a significant impact on online purchasing interest and decisions. These findings reinforce the importance of collaborative strategies between halal cosmetic brands and trusted influencers in optimizing digital marketing. This study provides practical implications for cosmetic companies and digital marketing industry players in designing effective campaigns that are oriented towards Muslim consumers.