The Influence of Social Media Marketing and Halal Brand Equity on Halal Purchase Intention: Evidence from Muslim Consumers in the Digital Beauty Market
DOI:
https://doi.org/10.51278/bce.v5i3.1977Keywords:
Social Media Marketing, Halal Brand Equity, Halal Purchase Intention, Generation Z, Muslim Consumers, TikTok, , Digital Beauty MarketAbstract
This research aims to determine the influence of social media marketing and halal brand equity on halal purchase intention of Wardah beauty and body care products on the TikTok application among Muslim consumers. The study focuses on generation Z Muslim women who actively use TikTok social media, with a total of 280 respondents selected through purposive sampling technique. Data were processed using structural equation modeling with the assistance of the LISREL application. The research findings demonstrate that social media marketing is highly effective in enhancing halal brand equity and driving halal purchasing behavior among Muslim consumers. Marketing activities delivered through engaging digital content significantly increase consumer engagement, which subsequently influences halal brand equity dimensions including halal brand awareness, halal brand associations, perceived halal quality, and halal brand loyalty. These halal brand equity components indirectly record the halal product advantages communicated by brands, leading to increased consumer purchase intentions toward halal-certified products. This research concludes that brands operating in the halal beauty market must convey information that is easily comprehensible to Muslim consumers through various engaging content formats. Furthermore, businesses need to implement live marketing strategies to generate extensive interaction from both new and loyal Muslim consumers. The study also identifies the moderating role of influencers in strengthening the relationship between social media marketing and halal purchase intention, suggesting that influencer partnerships can significantly enhance halal brand visibility and consumer trust in the digital beauty market.
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