Marketing Strategies for Halal Skincare: Encouraging Repurchase through Digital Engagement
Downloads
This study examines the effects of Halal Label, Electronic Word of Mouth (e-WOM), Social Media Marketing (SMM), and Brand Image on Repurchase Intention toward halal skincare and cosmetics in Pontianak, with Brand Image serving as a mediator. An SEM analysis of 200 respondents using SEM with SmartPLS 3.2.9 indicates that Halal Label, e-WOM, and SMM significantly affect Repurchase Intention. While SMM enhances Brand Image, e-WOM and Halal Label do not. SMM indirectly increases Repurchase Intention through Brand Image, but e-WOM and Halal Label do not show significant indirect effects. Although Brand Image does not directly influence Repurchase Intention, SMM effectively boosts it by enhancing Brand Image. The study highlights the importance of effective SMM and positive e-WOM in increasing repurchase intentions for halal products, emphasizing the need to improve Brand Image quality for maximum impact and aiding in the development of targeted marketing strategies in the local market.
Downloads
Abd Jalil, M. I., Lada, S., Bakri, M. A., & Hassan, Z. (2021). Halal cosmetics repurchase intention: The role of marketing in social media. Journal of Islamic Monetary Economics and Finance, 7(4), 629–650.
Ajzen, I. (2005). Attitudes, personality and behaviour (2nd ed.). Open University Press.
Akbar, M. J. C., & Sunarti, S. (2018). Pengaruh electronic word of mouth terhadap keputusan pembelian (Survei pada konsumen Restoran Sushi Tei Kelapa Gading). Jurnal Administrasi Bisnis, 60(3).
Alfeus, M. (2018). Terapi perilaku kognitif pada pasien hipertensi. Wineka Media.
Alrwashdeh, M., Emeagwali, O., & Aljuhmani, H. (2019). The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in North Cyprus. Management Science Letters, 9(4), 505–518.
Amalia, R. Y., & Fauziah, S. (2018). Perilaku konsumen milenial muslim pada resto bersertifikat halal di Indonesia: Implementasi teori perilaku terencana Ajzen. Journal of Economics and Business Aseanomics, 3(2).
Awan, H. M., Siddiquei, A. N., & Haider, Z. (2015). Factors affecting halal purchase intention: Evidence from Pakistan’s halal food sector. Management Research Review, 38(6), 640–660.
Aziz, Y. A., & Chok, N. V. (2013). The role of halal awareness, halal certification, and marketing components in determining halal purchase intention among non-Muslims in Malaysia: A structural equation modeling approach. Journal of International Food & Agribusiness Marketing, 25(1), 1–23.
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345–354. https://doi.org/10.1509/jmkr.43.3.345
Fauzi, F., & Levana, A. (2020). Pengaruh pemasaran berbasis pengalaman, efikasi diri, dan kepercayaan terhadap niat beli kembali layanan bus premium. Jurnal Ilmiah Manajemen dan Bisnis, 21(1), 42–59.
Fernandes, T., & Oliveira, R. (2024). Brands as drivers of social media fatigue and its effects on users’ disengagement: The perspective of young consumers. Young Consumers, 25(5), 625–644. https://doi.org/10.1108/YC-09-2023-1873
García-Salirrosas, E. E., Escobar-Farfán, M., Veas-González, I., Esponda-Perez, J. A., Gallardo-Canales, R., Ruiz-Andia, R., Fernandez-Daza, V. M., & Zabalaga-Davila, R. F. (2024). Purchase intention of healthy foods: The determinant role of brand image in the market of a developing country. Foods, 13(20), Article 3242. https://doi.org/10.3390/foods13203242
Ghozali, I. (2014). Structural equation modeling: Metode alternatif dengan partial least squares (PLS). Badan Penerbit Universitas Diponegoro.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
Hair, J. F., Ringle, C. M., Gudergan, S. P., Fischer, A., Nitzl, C., & Menictas, C. (2019). Partial least squares structural equation modeling-based discrete choice modeling: An illustration in modeling retailer choice. Business Research, 12(1), 115–142.
Hariyanto, H. T., & Trisunarno, L. (2021). Analisis pengaruh online customer review, online customer rating, dan star seller terhadap kepercayaan pelanggan hingga keputusan pembelian pada toko online di Shopee. Jurnal Teknik ITS, 9(2), A234–A239.
Hartono, J. M., & Abdillah, W. (2014). Konsep dan aplikasi PLS (partial least square) untuk penelitian empiris (Cetakan ke-2). BPFE.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11–12), 1762–1800. https://doi.org/10.1108/03090560310495456
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52.
Hootsuite. (2024). Indonesian digital report 2024. https://wearesocial.com/id/blog/2024/01/digital-2024/
Hudzaifah, Y., Sari, W. P., & Andriyani, R. (2024). Halal awareness, brand image, and viral marketing: Three key factors influencing purchasing decisions for halal skin care and cosmetics products in Pontianak. Ekuilibrium: Jurnal Ilmiah Bidang Ilmu Ekonomi, 19(1), 42–58. https://doi.org/10.24269/ekuilibrium.v19i1.2024.pp42-58
Isa, R. M., Man, S., Rahman, N. N. A., & Aziz, A. (2023). Determinants of consumer adoption of halal cosmetics: A systematic literature review. Journal of Cosmetic Dermatology, 22(3), 752–762. https://doi.org/10.1111/jocd.15486
Ishak, S., Awang, A. H., Hussain, M. Y., Ramli, Z., Md Sum, S., Saad, S., & Abd Manaf, A. (2016). A study on the mediating role of halal perception: Determinants and consequence reflections. Journal of Islamic Marketing, 7(3), 288–302.
Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of electronic word of mouth communications on intention to buy: A meta-analysis. Information Systems Frontiers, 22(5), 1203–1226. https://doi.org/10.1007/s10796-019-09924-y
Kala, D., & Chaubey, D. S. (2018). The effect of eWOM communication on brand image and purchase intention towards lifestyle products in India. International Journal of Services, Economics and Management, 9(2), 143–157.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kotler, P., & Keller, K. L. (2018). Manajemen pemasaran (B. Sabran, Trans.). Erlangga.
Latan, H., & Ghozali, I. (2017). Partial least squares: Konsep, aplikasi, dan path modeling dengan XLSTAT. Badan Penerbit Universitas Diponegoro.
Mansor, N., Shukri, N. A. M., & Yahaya, S. N. (2020). Non-Muslim consumer perspective on cosmetics and personal care products. Indian Journal of Public Health Research & Development, 11(1), 1824–1827.
Mendoza-Moreira, M., Moliner-Velázquez, B., Berenguer-Contri, G., & Gil-Saura, I. (2024). The influence of electronic word of mouth on cosmetics purchasing: The role of the social component and engagement. International Journal of Pharmaceutical and Healthcare Marketing, 19(2), 209–227. https://doi.org/10.1108/IJPHM-01-2024-0004
Muflih, M., & Juliana, J. (2021). Halal-labeled food shopping behavior: The role of spirituality, image, trust, and satisfaction. Journal of Islamic Marketing, 12(8), 1603–1618.
Pham, P. H. M., & Gammoh, B. S. (2015). Characteristics of social-media marketing strategy and customer-based brand equity outcomes: A conceptual model. International Journal of Internet Marketing and Advertising, 9(4), 321–337.
Prabowo, S., & Abd Rahman, A. (2016). Sertifikasi halal sektor industri pengolahan hasil pertanian. Forum Penelitian Agro Ekonomi, 34(1), 57–70.
Pramintasari, T. R., & Fatmawati, I. (2017). Pengaruh keyakinan religius, peran sertifikasi halal, paparan informasi, dan alasan kesehatan terhadap kesadaran masyarakat pada produk makanan halal. Jurnal Manajemen Bisnis, 8(1), 1–33.
Prasetyo, B. P. W. (2020). Pengaruh electronic word of mouth dan brand image terhadap keputusan pembelian online pada platform Shopee dimoderasi oleh price discount: Studi pada konsumen Shopee [Skripsi, Universitas Islam Negeri Maulana Malik Ibrahim].
Rambe, Y. M., & Afifuddin, S. (2012). Pengaruh pencantuman label halal pada kemasan mie instan terhadap minat pembelian masyarakat Muslim. Jurnal Ekonomi dan Keuangan, 1(1), 36–45.
Sekaran, U. (2016). Metode penelitian untuk bisnis. Salemba Empat.
Setiawan, F., & Purwaningrum, T. (2022). The role of electronic worth of mouth in mediating TikTok social media toward the organizational image of Universitas Muhammadiyah Ponorogo. Ekuilibrium: Jurnal Ilmiah Bidang Ilmu Ekonomi, 17(1), 14–22.
Setiawan, I., & Savitry, Y. (2016). New content marketing: Gaya baru pemasaran era digital. Gramedia Pustaka Utama.
Shahid, S., Parray, M. A., Thomas, G., Farooqi, R., & Islam, J. U. (2023). Determinants of Muslim consumers’ halal cosmetics repurchase intention: An emerging market’s perspective. Journal of Islamic Marketing, 14(3), 826–850.
Shamakov, N. (2019). Faktor penentu niat pembelian produk bersertifikasi halal: Studi empiris di Rusia sebagai negara minoritas Muslim.
Sharma, A., Dwivedi, R., Mariani, M. M., & Islam, T. (2022). Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model. Technological Forecasting and Social Change, 180, Article 121731. https://doi.org/10.1016/j.techfore.2022.121731
Soebagyo, T. (2014). Analisa pengaruh store image terhadap purchase intention di Toserba “Ramai” Ngawi. Jurnal Strategi Pemasaran, 2(1), 9.
Wirawan, A. A., & Razak, N. (2019). Pengaruh kualitas produk dan lokasi terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening pada Lamuna Coffee di Kabupaten Bone.
Zakaria, Z., Majid, M. D. A., Ahmad, Z., Jusoh, Z., & Zakaria, N. Z. (2017). Influence of halal certification on customers’ purchase intention. Journal of Fundamental and Applied Sciences, 9(5S), 772–787.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.1177/002224299606000203
Copyright (c) 2026 Jurnal Economia
This work is licensed under a Creative Commons Attribution 4.0 International License.
