Social Sciences
2 years ago

Halal Labels and Celebrities Drive Cosmetic Purchases in Indonesia

Almana Jurnal Manajemen dan Bisnis
Analysis of the Use of Halal Labels, Celebrity Endorsers, and Product Knowledge and their Effects on Cosmetic Product Purchase Decisions
Yusnidar Yusnidar

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The study looked at how halal labels, celebrity endorsements, and product knowledge affect people's decisions when buying cosmetic products. They found that having a halal label on a product, having a celebrity endorse it, and having good product knowledge all positively influence people's decisions to buy cosmetics. In other words, knowing a product is halal, seeing a celebrity promote it, and having good knowledge about the product can make people more likely to purchase it.