Fitriani Tobing, Abdul Rahman Lubis, Jasman J. Maruf, Syafruddin Chan
Social media plays a crucial role in shaping the attitudes of halal brands, even motivating customers to pay a higher price for these brands. Muslim-segment consumers prioritize Islamic values when selecting and evaluating cosmetic brands. Many businesses in the cosmetics sector indicate that the market potential is promising. The objective of this study is to examine the impact of interactive social media (ISM) on halal brand attitudes and purchase intentions. Data were collected through a self-administered questionnaire distributed to Muslim consumers in Aceh Province, Indonesia, who utilize cosmetics bearing a halal logo, resulting in 256 valid responses. To ensure the validity and reliability of the study, convergent and discriminant validity analyses were conducted, and a structural equation model was employed using smart partial least squares 3.0 software to assess the relationship between variables. Mediation techniques were utilized to examine the mediating effect of halal brand attitude on the purchase intention of halal cosmetics. The findings indicate that ISM significantly influences halal brand attitude, and halal brand attitude demonstrates a significant relationship with purchase intention. Moreover, ISM exhibits a significant relationship with the purchase intention of halal cosmetics. Furthermore, halal brand attitude is found to have a positive and significant mediating influence on ISM and purchase intention. The study highlights that social media interactions provide a platform for consumers to evaluate the advantages and disadvantages of their purchasing decisions, with their attitudes serving as a crucial intermediary in this process. © 2024 The authors.
Faculty of Economics and Business, Syiah Kuala University, Aceh, 23111, Indonesia
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