Social Media Marketing, Brand Image, and Purchasing Decisions of Halal Cosmetics

Khumaira, Nurul Rizka (2023) Social Media Marketing, Brand Image, and Purchasing Decisions of Halal Cosmetics. In: Prosiding Balai Gadang International Annual International Conference on Islamic Studies (BAGAICIES) II tahun 2023: Halal Industry Ecosystem The Current Issues and Future Challenges, 27 Juli 2023, Padang.

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Abstract

The purpose of this study was to answer questions about the influence of social media marketing and brand image on consumer purchasing decisions on Emina's halal cosmetics in Padang City.This type of research is quantitative and through a descriptive approach. Sampling in this study used the data collection method in the form of a questionnaire with a total sample of 180 respondents. Primary and secondary data are used in this study. Female students who became the study population. Purposive sampling is the sample methodology used. Five universities were used as research samples in Padang City. Analysis using SEM-PLS Structural Equation Modeling Analysis version 3. The analysis technique used with the results of the study shows that social media marketing (X1) has a significant effect on purchasing decisions with a P value of 0.011 with a path coefficient value of 0.154 and brand image (X2) has a significant effect on purchasing decisions with a P value of 0.000 with a path coefficient value of 0.592

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