The Influence of Beauty Influencers in Recommending Halal Cosmetics: Examining Their Impact on Engagement, Expected Value, and Purchase Intention

Ana Uswatun Khasanah

Department of Management, Faculty of Business and Economics, Universitas Islam Indonesia, Sleman, Special Region of Yogyakarta, Indonesia.

Anas Hidayat *

Department of Management, Faculty of Business and Economics, Universitas Islam Indonesia, Sleman, Special Region of Yogyakarta, Indonesia.

*Author to whom correspondence should be addressed.


The purpose of this research is to examine the effect of perceived influence, brand  engagement in self-concept, and brand expected value on the purchase intention of halal cosmetic products. This research uses quantitative methods. The research uses convenience sampling techniques to collect information from the desired target respondents. The analysis in this study used the Structural Equation Model (SEM) which was processed with SmartPLS version 03 software for 210 respondents. The results of the analysis it finds that perceived influence has a positive and significant effect on brand engagement in self-concept and brand expected value. Perceived influence has no positive and significant effect on purchase intention Brand  engagement in self-concept has a positive and significant effect on brand expected value and purchase intention. And  brand expected value has a positive and significant effect on purchase intention.

Keywords: Brand engagement in self concept, brand expected value, purchase intention, perceived influence

How to Cite

Khasanah , A. U., & Hidayat , A. (2023). The Influence of Beauty Influencers in Recommending Halal Cosmetics: Examining Their Impact on Engagement, Expected Value, and Purchase Intention. Journal of Economics, Management and Trade, 29(10), 40–49.


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Cosmetic brands sold in major online stores in Indonesia. 2020;7:1. Accessed 24 may 2023.


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