Intention to buy halal cosmetics based on social media activities, brand equity, and e-WOM

This study aimed to analyze the impact of social media marketing activities on the intention to buy halal skin care products because previous studies showed that there were still inconsistencies in the findings regarding what factors can influence consumer buying interest. This study used a quantitative approach with purposive sampling technique. the sample criteria of this study was social media users who follow halal cosmetic’s account with a total of 200 respondents. The data analysis technique used in this study was the PLS-SEM method. The variables in this study were social media marketing activities, brand equity, electronic Word Of Mouth, and purchase intention. The results of this study indicate that social media marketing activities have a positive effect on brand equity, brand equity has a positive effect on electronic word of mouth, and the relationship between electronic word of mouth is stated to be positive on purchase intention. However, social media marketing activities do not significantly affect purchase intentions. The contribution of this research is that entrepreneurs can be encouraged to pay attention to the potential of social media marketing activities in forming patterns of developing marketing strategies because they can affect brand equity, electronic word of mouth, which in turn can encourage purchase intentions for halal skin care products.