| dc.description.abstract | During COVID-19, consumers of skincare products pay more attention to safety and
comfort. In such a crisis, consumers seek skincare products with brand effectiveness,
high quality, and persuasive reviews by social media influencers. This study investigates the influence of brand effectiveness, product quality, and celebrity endorsers on
purchase intention of halal skincare products in the pandemic. The study employed
a survey of halal skincare users in East Java, Indonesia. A purposive sampling of 180
female respondents was analyzed; they were followers of Safi-Skincare Instagram and
aged 18 and over. Descriptive statistics indicated that religious background strengthened the factors influencing the purchase intention towards a skincare product. The
data were then analyzed using multiple linear regression with a statistical level of confidence of 95%. The result showed that brand effectiveness, product quality, and celebrity
endorsers significantly affect purchase intention in Indonesia during the pandemic.
The study concludes that Muslim standards reinforce rigid standards applied to skincare products with a halal logo, supporting good quality performance and encouraging
stronger purchase intention. This study contributes to understanding consumer behavior in the pandemic using a purchase intention framework that can be applied to the
safety and comfort of other consumer products. | en_US |
