The Power Of Muslim Influencers On Purchase Intention Toward Wardah Cosmetics

Northa  Idaman; Muhammad  Iqbal Fasa; Siska  Lusia Putri

doi:10.33086/jhrpi.v4i1.7407

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Published Jul 3, 2025

DOI https://doi.org/10.33086/jhrpi.v4i1.7407

Northa Idaman

Institut Agama Islam Negeri Metro, Indonesia Indonesia

Muhammad Iqbal Fasa

Universitas Islam Negeri Raden Intan, Indonesia Indonesia

Siska Lusia Putri

Universitas Dharma Andalas, Indonesia Indonesia

Abstract

This study investigates the influence of Muslim influencer characteristics trustworthiness, familiarity, and expertise—on purchase intention toward Wardah cosmetic products on social media. Wardah, as a halalcertified cosmetic brand, relies heavily on influencer marketing to reach its target market of Muslim consumers. Using a quantitative research design, data were collected through an online questionnaire distributed to 150 purposively selected respondents who follow Muslim beauty influencers and are familiar with the Wardah brand. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that all three variables trustworthiness, familiarity, and expertise have a positive and significant effect on purchase intention. Among them, trustworthiness shows the strongest influence, highlighting the importance of perceived honesty and ethical alignment between the influencer and their audience. This study contributes to the literature on influencer marketing in the halal cosmetics sector and provides practical insights for brands aiming to build effective partnerships with Muslim influencers. Selecting influencers who are not only popular but also credible, familiar, and expert in their field is crucial for shaping consumer trust and driving purchase behavior in religiously conscious markets.

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How to Cite

Idaman, N. ., Iqbal Fasa, M., & Lusia Putri, S. . (2025). The Power Of Muslim Influencers On Purchase Intention Toward Wardah Cosmetics. Journal of Halal Research, Policy, and Industry, 4(1), 1–8. https://doi.org/10.33086/jhrpi.v4i1.7407

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Vol. 4 No. 1 (2025): Journal of Halal Research, Policy, and Industry : July

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Articles

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Muslim influencer, trustworthiness, familiarity, expertise, purchase intention, Wardah, halal cosmetics, social media, PLS-SEM

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