The Effect of Influencer Reviews and Halal Certification on Purchase Intent for Skincare Products Among Sharia Economics Students at University Malikussaleh
Keywords:
Influencer reviews, Halal label, Purchase intention, SkincareAbstract
Objective: This study aims to analyze the influence of influencer reviews and halal labels on the purchase intention of skincare products among Islamic Economics students at Universitas Malikussaleh. Method: A quantitative survey was conducted using questionnaires distributed to 175 students selected through probability sampling with the simple random sampling technique. Data were analyzed using multiple linear regression with JASP. Findings: The results show that influencer reviews (t = 2.619; p = 0.010) and halal labels (t = 9.194; p = 0.000) have a positive and significant effect on purchase intention. Simultaneously, both variables significantly influence purchase intention (F = 63.492 > 3.05). Implications: The findings suggest that businesses can increase consumers' purchase intention by utilizing influencer reviews and strengthening trust through halal labels. Originality: This study enriches the literature by examining the combined effects of influencer reviews and halal labels on skincare purchase intention among Islamic Economics students.
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