The Influence of Influencer Marketing and Halal Awareness on Purchase Intention for Sunscreen Products on Shopee: A Study of Muslim Generation Z in Samarinda
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Abstract
The rapid expansion of Indonesia's digital economy has strengthened Shopee's position as one of the country's leading e-commerce platforms supporting the beauty and personal care market, including sunscreen products. For Muslim Generation Z consumers, however, purchase decisions on such platforms are shaped not only by marketing exposure but also by considerations of halal compliance. This study examines the influence of influencer marketing and halal awareness on purchase intention for sunscreen products on Shopee among Muslim Generation Z consumers in Samarinda City, Indonesia. A quantitative approach was applied using a structured questionnaire distributed to 121 respondents selected through purposive sampling based on age, religion, domicile, and prior use of Shopee to search for or purchase sunscreen. Data were analyzed with ordinal logistic regression using SPSS 26. The results show that both influencer marketing and halal awareness have a positive and significant influence on purchase intention, evidenced by Wald test significance values below 0.05 and a Nagelkerke R Square of 0.443. These findings align with the Theory of Planned Behavior, in which the subjective norms shaped by influencers and the behavioral beliefs rooted in halal awareness jointly form consumer purchase intention. The study offers practical implications for halal skincare marketers designing influencer-based strategies aligned with the values of young Muslim consumers.
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