Role of Halal Awareness and Influencer Credibility on Impulsive Buying Behavior of Halal Beauty Products: Evidence from Indonesia

Abstract

Indonesia’s large Muslim population represents a substantial consumer market with growing attention to halal certification in daily purchasing decisions. In response to the rapid expansion of the halal beauty industry, this study examines how halal awareness and influencer credibility shape impulsive buying behavior among Indonesian consumers. Using a quantitative approach, survey data were collected from 200 respondents and analyzed through SmartPLS4 to assess the relationships among the key variables. The results indicate that both halal awareness and perceived influencer credibility exert significant positive effects on consumers’ propensity to make impulsive purchases of halal beauty products. Specifically, halal awareness and influencer credibility both positively and significantly predict impulsive buying behavior, with the model explaining 14.3% of the variance in impulsive buying (R² = 0.143). These findings highlight the increasing importance of halal-related knowledge and trusted digital influencers in driving spontaneous buying decisions within Muslim-majority markets. The study contributes to the broader literature on Muslim consumer behavior by demonstrating how ethical considerations and social media jointly influence and stimulate unplanned purchasing tendencies. Practically, the findings offer valuable insights for marketers and industry practitioners seeking to strengthen their competitive positioning in the halal beauty sector. Businesses are encouraged to enhance transparency regarding halal certification and to collaborate with credible influencers who align with consumers’ values and expectations. Such strategies can support more effective marketing initiatives, foster greater consumer trust, and stimulate demand for halal-certified beauty products in Indonesia’s growing market.