The Influence of Social Media Influencers on Purchase Intentions for Halal Cosmetic Products in Batam

https://doi.org/10.35912/jakman.v7i1.4872
Published: Dec 8, 2025

Abstract:

Purpose: This study aims to examine how social media influencers affect the purchase intentions of Muslim consumers in Batam City toward halal cosmetic products, emphasizing their mediating role in product quality, brand equity, credibility, and information usefulness.

Methodology/approach: A quantitative survey method was used. Data were gathered through an online questionnaire from 308 Muslim women in Batam who had been exposed to halal cosmetic content by beauty influencers. Purposive sampling was applied, and Smart PLS 4 was used for data analysis.

Results/findings: Product quality, brand equity, information credibility, and information usefulness positively influence perceptions of social media influencers. These influencers significantly affect purchase intentions and mediate the relationship between the four antecedent factors and consumers’ intentions to buy.

Conclusions: Social media influencers play a crucial mediating role in shaping Muslim consumers' purchase intentions for halal cosmetics. Strategic collaboration with credible influencers and the promotion of relevant, Sharia-compliant content are essential for effective digital marketing in the halal cosmetic industry.

Limitations: The study focuses only on Muslim women in Batam and uses online surveys, excluding emotional or subjective factors. Other variables like price, packaging, and availability were not analyzed.

Contribution: This study extends the Theory of Planned Behavior in digital marketing and offers practical guidance for halal cosmetic businesses in designing influencer-based strategies.

Keywords:
1. Brand Equity
2. Halal Cosmetics
3. Information Credibility
4. Purchase Intention
5. Social Media Influencers
Authors:
1 . Andina Fasha
2 . Monika Putri Indriyani
3 . Listia Nurjanah
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Fasha, A., Indriyani, M. P., & Nurjanah, L. (2025). The Influence of Social Media Influencers on Purchase Intentions for Halal Cosmetic Products in Batam. Jurnal Akuntansi, Keuangan, Dan Manajemen, 7(1), 65–81. https://doi.org/10.35912/jakman.v7i1.4872
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Vol. 7 No. 1 (2025): Desember
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  2. Andreani, F., Gunawan, L., & Haryono, S. (2021). SOCIAL MEDIA INFLUENCER, BRAND AWARENESS, AND PURCHASE DECISION AMONG GENERATION Z IN SURABAYA. Jurnal Manajemen Dan Kewirausahaan, 23(1), 18-26. doi:https://doi.org/10.9744/jmk.23.1.18-26
  3. Andriani, N., Fadjar, A., Muzakir, M., & Tambaru, R. (2025). Pengaruh Kualitas Layanan dan Citra Merek dalam Meningkatkan Kepuasan Tamu Hotel Santika. Studi Akuntansi, Keuangan, dan Manajemen, 5(1), 173-185. doi:https://doi.org/10.35912/sakman.v5i1.4243
  4. Angelia, M., & Widjaja, W. (2024). Pengaruh Selebgram Endorsement dan E-Wom terhadap Keputusan Pembelian Konsumen Bittersweet by Najla melalui Niat Beli. Studi Akuntansi, Keuangan, dan Manajemen, 4(1), 13-31. doi:https://doi.org/10.35912/sakman.v4i1.3074
  5. Anggetha, D. A., & Albari, A. (2024). Pengaruh Kualitas Layanan dan Citra Merek terhadap Kepuasan Pelanggan dan Niat Pembelian Sewa Kost di Singgahsini Mamikos. Jurnal Akuntansi, Keuangan, dan Manajemen, 5(4), 543-551. doi:https://doi.org/10.35912/jakman.v5i4.3473
  6. Arwachyntia, S. S., & Sijabat, R. (2022). Analisa pengaruh social media influencer dan social media marketing terhadap brand image serta dampaknya pada purchase intention (studi kasus pada perawatan wajah pria). Jurnal Perilaku Dan Strategi Bisnis, 10(1). doi:https://doi.org/10.26486/jpsb.v10i1.2548
  7. Brata, B. H., Husani, S., & Ali, H. (2017). The influence of quality products, price, promotion, and location to product purchase decision on Nitchi at PT. Jaya Swarasa Agung in Central Jakarta. Saudi Journal of Business and Management Studies, 2(4), 357-374.
  8. Cahyaningrum, N. P., Prasetya, H., & Mustiawan, M. (2025). Storytelling Marketing Communication Dalam Membangun Engagement Pada Nano Influencer Tiktok @Tenscoffeeid. Jurnal Studi Ilmu Sosial dan Politik, 5(1), 101-117. doi:https://doi.org/10.35912/jasispol.v5i1.5004
  9. Cuandra, F., Susanto, S., Hesniati, H., & Candy, C. (2024). Deciphering Investment Decision in Fintech: The Role of Behavioral Bias and Risk Perception. Jurnal Organisasi Dan Manajemen, 20(2), 271-286. doi:https://doi.org/10.33830/jom.v20i2.8248.2024
  10. Dhia, M. R., & Melinda, S. (2024). The Influence Of Celebrity Endorser and Brand Image on Purchase Decisions for Somethinc Skincare Products on the Online Shop Platform. Jurnal Relevansi: Ekonomi, Manajemen dan Bisnis, 8(2), 94-100.
  11. Diarti, Y., & Hesniati, H. (2024). Factors affecting consumers intention in purchasing eco-friendly cosmetic products in Batam City. International Journal of Financial, Accounting, and Management, 6(1), 33-46. doi:https://doi.org/10.35912/ijfam.v6i1.1724
  12. Dini, Y. I. F., Alvina, J., & Mon, M. D. (2024). The effect of work-life balance as a mediator and job opportunity as moderator on turnover intention among selected corporations in Batam. Jurnal Manajemen dan Pemasaran Jasa, 17(2), 241-260. doi:https://doi.org/10.25105/v17i2.19820
  13. Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55. doi:https://doi.org/10.1016/j.chb.2016.03.003
  14. Febrian, A., & Fadly, M. (2021). The Impact of Customer Satisfaction with EWOM and Brand Equity on E-Commerce Purchase Intention in Indonesia Moderated by Culture. Binus Business Review, 12(1), 41-51. doi:https://doi.org/10.21512/bbr.v12i1.6419
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  17. Handayani, R., & Setyaning, A. N. A. (2025). Pengaruh Word of Mouth, Religiusitas, Behavior Control Terhadap Niat Pembelian Obat Halal. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(3), 765-778. doi:https://doi.org/10.35912/jakman.v6i3.4486
  18. Handjaja, J. E., Triyanti, A. M., Anggraeni, A., & Putti, A. A. (2023). The effects of social media influencers, social media advertising, e-wom, and lifestyle towards purchase intention and brand image as a moderating variable in e-groceries. Jurnal Akuntansi dan Manajemen, 20(2), 89-112.
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