Analysis of the Influence of Halal Awareness, Social Media, and Brand Image on Skincare Product Purchase Decisions among Students of SMKN 02 Guguak District
Keywords:
Halal Awareness; Social Media; Brand Image; Purchase Decision; Skincare
Abstract
This study aims to analyze the effects of halal awareness, social media, and brand image on skincare purchase decisions among students of SMKN 02 Guguak District. This study employed a quantitative approach with an explanatory research design and purposive sampling involving 100 respondents who had used or purchased skincare products. Data were collected through questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS. The results show that halal awareness, social media, and brand image have positive and significant effects on purchase decisions. Halal awareness was the most dominant factor (β=0.456), followed by brand image (β=0.362) and social media (β=0.267), with an R² of 0.595.
References
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Firmansyah, A. Z., Febriansah, R. E., & Sari, D. K. (2025). Citra Merek, Konten Pemasaran dan E-WOM Terhadap Keputusan Pembelian Produk Skincare Azarine. Jurnal Ekonomi Bisnis, 9(2025), 1065–1078.
Fisy, Q. R., & Hargyatni, T. (2025). Faktor yang Memengaruhi Keputusan Pembelian Produk Skincare di E-commerce. Indonesian Journal of Management Science, 4(1), 37–44. https://doi.org/10.46821/ijms.v4i1.621
Hair Jr., J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Springer Nature Switzerland AG.
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Jannah, H. N. (2024). Pengaruh Citra Merek, Labelisasi Halal, Dan Kesadaran Halal Terhadap Keputusan Pembelian Kosmetik Halal Oleh Generasi Z. Islamic Economics and Finance in Focus, 3(4), 872–891. https://doi.org/10.21776/ieff.2024.03.04.14
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Mahendra, A. R., & Sriminarti, N. (2025). Pengaruh Pengetahuan Produk dan Citra Merek Terhadap Keputusan Pembelian Skincare. Journal of Business and Economics Research (JBE), 6(1), 168–178. https://doi.org/10.47065/jbe.v6i1.6908
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Nurdianti, L., Setiawan, F., Kusumah, F. G., & Rubiyanti, R. (2024). Upaya Peningkatan Pengetahuan Siswa SMK Farmasi Bina Putera Nusantara Mengenai Skincare Melalui Aplikasi Skinowledge. Jurnal Nuansa Akademik, 9(2), 361–370.
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Purwandari, D. A., & Hidayaht, A. N. (2024). Pola Konsumsi Produk Skincare Bedasarkan Sosial & Budaya Remaja Putri. CENDEKIA: Jurnal Ilmu Sosial, Bahasa Dan Pendidikan, 4(2), 211–230. https://doi.org/10.55606/cendekia.v4i2.2918
Putri, N. L. I., Nareswari, A., Irdiana, S., & Robustin, T. P. (2025). Fear of Missing Out and Skincare Decisions : A Review of Gen Z ’ s Digital Consumption Behavior. International Conference on Economics, Business and Information Technology, 6, 396–401.
Putri, N. N., & Taharuddin. (2025). Pengaruh Harga, Kualitas Produk, dan Kualitas Pelayanan terhadap Keputusan Pembelian Produk Skincare Lucienne Secara Online. Jurnal Bisnis Dan Pembangunan, 14(02), 219–243. https://doi.org/10.54066/jrime-itb.v2i4.2463
Rachmawati, P., Nathanael, N., Hamzah, J. C., Leslie, N., Bunawan, S. J., Susanto, S., & Christian, Y. E. (2025). Enhancing Adolescent Awareness on Safe Cosmetic Use: A Community Education at Santa Patricia High School, Tangerang. Warta Pengabdian Andalas, 32(2), 177–184. https://doi.org/10.25077/jwa.32.2.177-184.2025
Rahmi, Kamase, J., & Mahmud, A. (2025). Pengaruh Merek dan Media Sosial terhadap Keputusan Pembelian Produk Skincare “Skintific”: Studi pada Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Muslim Indonesia Abstrak Pendahuluan. Center of Economic Student Journal, 8(3), 1044–1053.
Salsabila, R. Z., Yuliana, L., & Diandra, D. (2024). Pengaruh Perceived Quality dan Brand Familiarity Terhadap Brand Credibility (Studi Kasus Merek KFC). Mutiara : Jurnal Penelitian Dan Karya Ilmiah, 2(6), 63–75. https://doi.org/10.59059/mutiara.v2i6.1776
Sari, S. N., & Susanti, D. (2025). Halal Knowledge, Religiosity, and Halal Awareness : Determinants of Generation Z Consumers Purchase Decision. Journal of Consumer Sciences, 10(2), 317–342.
Setyianingsih, P., Kartika, N. F., Ninetha, V. N., Kusmayati, N. K., & Latifah, N. (2025). Pengaruh Media Sosial terhadap Keputusan Pembelian Skincare Scarlet Whitening di Surabaya. Journal of Artificial Interlligence and Digital Business (RIGGS), 4(4), 464–468.
Sinaga, S. V., Sianturi, C. M., & T Sihombing, N. E. (2026). Pengaruh Informasi Media Sosial Terhadap Keputusan Pembelian Produk Skincare Pada Mahasiswa Universitas HKBP Nommensen Medan. Jurnal Ilmu Sosial & Hukum, 4(2), 6915–6930.
Sudarsono, H., Ikawati, R., Sujono, R. I., & Fitriyani, Y. (2025). Muslim Generation Z ’ s Purchase Intention of Halal Cosmetic Products in Indonesia. Innovative Marketing, 20(4), 13–21. https://doi.org/10.21511/im.20(4).2024.02
Syam, K. T., Budiatmo, A., & Saryadi. (2025). Pengaruh Brand Awareness dan Brand Image Terhadap Keputusan Pembelian Produk Face Wash 27Degrees. Jurnal Ilmu Administrasi Bisnis, 14(1), 305–314.
Amalia, R., & Rozza, S. (2022). Analisis Pengaruh Halal Awareness, Religiusitas, Gaya hidup, dan Viral Marketing Terhadap Keputusan Pembelian Produk Skincare dan Kosmetik Halal (Studi pada Generasi Z di DKI Jakarta). Account; Jurnal Akuntansi, Keuangan Dan Perbankan, 9(2), 1680–1690.
Aprianti, F., & Diandra, D. (2025). The Influence of Brand Ambassador and Celebrity Endorser on Purchase Intention of Skintific Products. Jurnal Manajemen Motivasi, 22(1), 593–606. https://doi.org/10.29406/jmm.v22i1.8513
Arisha, B., Putri, N. S., & AJ, S. (2025). Gen-Z Awareness of Halal Products When Online Shopping For Cosmetics-Skincare (Case Study on Students in Jambi). Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 10(2), 838–850. https://doi.org/10.30651/jms.v10i2.25841
Chandra, J., Varissa, Sibarani, H. J., & Tambunan, D. (2024). Determinants Factors of Skin Care Purchase Decisions Among Millennials and Gen-Z in Medan City. International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC), 2(3), 1015–1028. https://doi.org/10.61990/ijamesc.v2i3.262
Firmansyah, A. Z., Febriansah, R. E., & Sari, D. K. (2025). Citra Merek, Konten Pemasaran dan E-WOM Terhadap Keputusan Pembelian Produk Skincare Azarine. Jurnal Ekonomi Bisnis, 9(2025), 1065–1078.
Fisy, Q. R., & Hargyatni, T. (2025). Faktor yang Memengaruhi Keputusan Pembelian Produk Skincare di E-commerce. Indonesian Journal of Management Science, 4(1), 37–44. https://doi.org/10.46821/ijms.v4i1.621
Hair Jr., J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Springer Nature Switzerland AG.
Hudzaifah, Y., Purnama, W., & Andriyani, R. (2024). Halal Awareness, Brand Image, and Viral Marketing : Three Key Factors Influencing purchase decision for Halal Skin Care and Cosmetics Products in Pontianak. Jurnal Ilmiah Bidang Ilmu Ekonomi, 19(1), 42–58.
Jannah, H. N. (2024). Pengaruh Citra Merek, Labelisasi Halal, Dan Kesadaran Halal Terhadap Keputusan Pembelian Kosmetik Halal Oleh Generasi Z. Islamic Economics and Finance in Focus, 3(4), 872–891. https://doi.org/10.21776/ieff.2024.03.04.14
Jannah, W., & Rahma, S. H. (2025). Influence of Celebrity Endorsers and Halal Lifestyle on Gen Z’s Skincare Purchase Interest in East Java. Airlangga Journal of Innovation Management, 6(3), 579–600. https://e-journal.unair.ac.id/AJIM/article/view/77520
Juliamida, I. S., Bagaskhara, A., & Saleh, M. Z. (2024). The Phenomenon Of Interactive Marketing Of “Skintific” Products Through Social Media And Influencers On Gen Z And Gen Y. OPTIMAL : Jurnal Ekonomi Dan Manajemen, 4(1), 150–157. https://doi.org/10.55606/optimal.v4i1.2625
Karimah, A., & Dahruji. (2024). Influence of Halal Literacy, Labeling, Quality, and Price on Skincare Purchase : Mediating Role of Willingness to Pay Premium Price. Jurnal Magister Hukum Ekonomi Syariah, 8(2), 1251–1265.
Madeleine. (2025). Pengaruh Brand Image, Brand Trust dan Promosi Terhadap Keputusan Pembelian Skincare MS Glow. Jurnal Manajemen, 4(1), 884–903.
Mahendra, A. R., & Sriminarti, N. (2025). Pengaruh Pengetahuan Produk dan Citra Merek Terhadap Keputusan Pembelian Skincare. Journal of Business and Economics Research (JBE), 6(1), 168–178. https://doi.org/10.47065/jbe.v6i1.6908
Nabila, N., Ayuningtyas, N., & Atmanto, D. (2024). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Online Kosmetik Perawatan Wajah Skintific. Academy of Education Journal, 15(2), 1191–1201. https://doi.org/10.47200/aoej.v15i2.2388
Nurdianti, L., Setiawan, F., Kusumah, F. G., & Rubiyanti, R. (2024). Upaya Peningkatan Pengetahuan Siswa SMK Farmasi Bina Putera Nusantara Mengenai Skincare Melalui Aplikasi Skinowledge. Jurnal Nuansa Akademik, 9(2), 361–370.
Populix. (2025). Populix Ungkap Tren Skincare Gen Z dan Milenial: Meskipun Dibanjiri Produk Luar, Skincare Lokal Masih Juara. Populix. https://info.populix.co/articles/tren-skincare-gen-z-dan-milenial
Purwandari, D. A., & Hidayaht, A. N. (2024). Pola Konsumsi Produk Skincare Bedasarkan Sosial & Budaya Remaja Putri. CENDEKIA: Jurnal Ilmu Sosial, Bahasa Dan Pendidikan, 4(2), 211–230. https://doi.org/10.55606/cendekia.v4i2.2918
Putri, N. L. I., Nareswari, A., Irdiana, S., & Robustin, T. P. (2025). Fear of Missing Out and Skincare Decisions : A Review of Gen Z ’ s Digital Consumption Behavior. International Conference on Economics, Business and Information Technology, 6, 396–401.
Putri, N. N., & Taharuddin. (2025). Pengaruh Harga, Kualitas Produk, dan Kualitas Pelayanan terhadap Keputusan Pembelian Produk Skincare Lucienne Secara Online. Jurnal Bisnis Dan Pembangunan, 14(02), 219–243. https://doi.org/10.54066/jrime-itb.v2i4.2463
Rachmawati, P., Nathanael, N., Hamzah, J. C., Leslie, N., Bunawan, S. J., Susanto, S., & Christian, Y. E. (2025). Enhancing Adolescent Awareness on Safe Cosmetic Use: A Community Education at Santa Patricia High School, Tangerang. Warta Pengabdian Andalas, 32(2), 177–184. https://doi.org/10.25077/jwa.32.2.177-184.2025
Rahmi, Kamase, J., & Mahmud, A. (2025). Pengaruh Merek dan Media Sosial terhadap Keputusan Pembelian Produk Skincare “Skintific”: Studi pada Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Muslim Indonesia Abstrak Pendahuluan. Center of Economic Student Journal, 8(3), 1044–1053.
Salsabila, R. Z., Yuliana, L., & Diandra, D. (2024). Pengaruh Perceived Quality dan Brand Familiarity Terhadap Brand Credibility (Studi Kasus Merek KFC). Mutiara : Jurnal Penelitian Dan Karya Ilmiah, 2(6), 63–75. https://doi.org/10.59059/mutiara.v2i6.1776
Sari, S. N., & Susanti, D. (2025). Halal Knowledge, Religiosity, and Halal Awareness : Determinants of Generation Z Consumers Purchase Decision. Journal of Consumer Sciences, 10(2), 317–342.
Setyianingsih, P., Kartika, N. F., Ninetha, V. N., Kusmayati, N. K., & Latifah, N. (2025). Pengaruh Media Sosial terhadap Keputusan Pembelian Skincare Scarlet Whitening di Surabaya. Journal of Artificial Interlligence and Digital Business (RIGGS), 4(4), 464–468.
Sinaga, S. V., Sianturi, C. M., & T Sihombing, N. E. (2026). Pengaruh Informasi Media Sosial Terhadap Keputusan Pembelian Produk Skincare Pada Mahasiswa Universitas HKBP Nommensen Medan. Jurnal Ilmu Sosial & Hukum, 4(2), 6915–6930.
Sudarsono, H., Ikawati, R., Sujono, R. I., & Fitriyani, Y. (2025). Muslim Generation Z ’ s Purchase Intention of Halal Cosmetic Products in Indonesia. Innovative Marketing, 20(4), 13–21. https://doi.org/10.21511/im.20(4).2024.02
Syam, K. T., Budiatmo, A., & Saryadi. (2025). Pengaruh Brand Awareness dan Brand Image Terhadap Keputusan Pembelian Produk Face Wash 27Degrees. Jurnal Ilmu Administrasi Bisnis, 14(1), 305–314.
Published
2026-09-08
How to Cite
Temalla Davisthy, & Didip Diandra. (2026). Analysis of the Influence of Halal Awareness, Social Media, and Brand Image on Skincare Product Purchase Decisions among Students of SMKN 02 Guguak District. International Journal of Economics, Business and Innovation Research, 5(05), 3635-3657. https://doi.org/10.63922/ijebir.v5i05.6041
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