Halal Awareness and Electronic Word of Mouth on Skintific Moisturizer Purchasing Decision

Abstract

Indonesia presents a promising landscape for those seeking to capitalize on the vast potential of the halal industry. Currently, the growth of the halal industry in Indonesia is primarily concentrated in the food and cosmetics sectors. Nevertheless, the halal cosmetics sector is not as robust as the halal food sector. This is because the Indonesian population's awareness of halal non-food products, such as skincare, is still relatively low, particularly when compared to the multitude of local and imported skincare products currently available. Furthermore, Indonesian consumers utilize electronic and social media platforms to research and evaluate products before making a purchase. This research often involves examining both positive and negative reviews about a particular product. The objective of this study is to analyze the effect of halal awareness and electronic word of mouth on the purchase decision of skincare moisturizers. The study population is comprised of Muslim individuals residing in the greater Jakarta area who have purchased or used a skintific moisturizer. A total of 100 respondents will be selected for this study. These respondents will be Muslim skincare consumers of productive age, defined as 15 to 64 years old, residing in DKI Jakarta. The purposive sampling method will be employed to select these respondents. The data utilized in this study is primary data, which will be obtained through the administration of questionnaires distributed online. The analysis method to be employed is multiple linear regression with t-test (partial) and f-test (simultaneous), conducted using statistical software, namely SPSS version 22.