The Influence of Halal Labels, Religiosity, and Influencer Marketing on the Purchase Decision of Scarlett Products
Year: 2025
Type: article
Study design: Observational Study
Abstract: In recent years, consumer interest in beauty products with halal certification has been steadily increasing, particularly among young Muslim individuals who consider religious values in their purchasing decisions. Products such as Scarlett have become popular among university students, not only because of their quality but also due to marketing strategies involving influencers and growing consumer awareness of religious values. This study aims to analyze the influence of halal labeling, religiosity, and influencer marketing on the purchasing decisions of Scarlett products among students at Universitas Muhammadiyah Purwokerto. The research method used is quantitative with an explanatory survey approach through questionnaires. The sample consisted of 130 respondents. Data were analyzed using multiple linear regression with the help of SPSS. The results show that all three variables have a significant influence. It is recommended that producers highlight the halal label, choose credible influencers, and educate consumers about the importance of selecting halal products.
Authors: Ria Wulandari, Tri Septin Muji Rahayu, Arini Hidayah, Meydy Fauziridwan
Institution: Muhammadiyah University Purwokerto
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4413914573