The Role of Informativeness, Advertising Value, and Credibility in Shaping Purchase Intention: Unveiling the Key Drivers of Consumer Decision-Making
Abstract
This study examines the factors influencing the purchase intention of halal skincare products in Salatiga City. Data were analyzed using Smart PLS 3.2.9, which allows for simultaneous evaluation of the structural model and testing of construct validity and reliability. A total of 350 respondents, who are active social media users and halal skincare consumers, were selected using a purposive sampling approach. Data were collected through an online questionnaire, with indicators for advertising value, credibility, informativeness, and purchase intention adapted from previous studies. The results show that informativeness, advertising value, and credibility significantly influence purchase intention, indicating that message quality, perceived advertising value, and consumer trust play a significant role in purchasing decisions. This study suggests that in the digital era, purchasing decisions are more influenced by how information and credibility are conveyed, rather than just the visual appeal of advertisements. The findings provide implications for the halal skincare industry and digital marketers, emphasizing the importance of informative, relevant content delivered by trusted sources, particularly on social media platforms.
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Saifudin, S., Puspita, R., Zuhri, A., Muhlisin, M., & Mochlasin, M. (2020). Intention to Purchase Halal Cosmetics on Indonesian Women. The 2nd International Conference of Business, Accounting and Economics (ICBAE). https://doi.org/10.4108/eai.5-8-2020.2301092
Sugiyono, P. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R & D. Alfabeta.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly: Management Information Systems, 27(3), 425–478. https://doi.org/10.2307/30036540
Wang, Z., Sun, H., Wang, N., & Bie, R. (2013). Enhancing advertising effects through spokescharacters endorsment. International Journal of Advertising, 32(4), 513–532.
Yang, B., Kim, Y., & Yoo, C. (2013). The integrated mobile advertising model: The effects of technology- and emotion-based evaluations. Journal of Business Research, 66(9), 1345–1352. https://doi.org/10.1016/j.jbusres.2012.02.035
Arman, Hj. A. (2024). The Role of Perceived Value in Advertising Message on Purchase Intention: A Case of Malaysian Millennial Consumers. International Journal Business Quality Research, 02(02), 1–26.
Cahyani, N. I., & Artanti, Y. (2020). The Influence of Informativeness, Entertainment and E-mail Marketing Irritation on Online Buying Intentions with Attitude Toward Advertising as Mediation Variable. www.antaranews.com,
Casaló, L. V, Flavián, C., Guinalíu, M., & Ekinci, Y. (2015). Do online hotel rating schemes influence booking behaviors? International Journal of Hospitality Management, 49, 28–36. https://doi.org/https://doi.org/10.1016/j.ijhm.2015.05.005
Cao, N., Isa, N. M., Perumal, S., & Chen, C. (2025a). Perceived Value, Consumer Engagement, and Purchase Intention in Virtual Influencer Marketing: The Role of Source Credibility and Generational Cohort. Journal of Theoretical and Applied Electronic Commerce Research , 20(2). https://doi.org/10.3390/jtaer20020150
Cao, N., Isa, N. M., Perumal, S., & Chen, C. (2025b). Perceived Value, Consumer Engagement, and Purchase Intention in Virtual Influencer Marketing: The Role of Source Credibility and Generational Cohort. Journal of Theoretical and Applied Electronic Commerce Research , 20(2). https://doi.org/10.3390/jtaer20020150
Cao, N., Isa, N., & Perumal, S. (2025). Perceived Value , Consumer Engagement , and Purchase Intention in Virtual Influencer Marketing : The Role of Source Credibility and Generational Cohort.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems, 13(3), 319–339. https://doi.org/10.2307/249008
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21–35.
Hussain, A., Ting, D. H., & Mazhar, M. (2022). Driving Consumer Value Co-creation and Purchase Intention by Social Media Advertising Value. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.800206
Jayasingh, S., & Sivakumar, A. (2025). Artificial Intelligence Influencers ’ Credibility Effect on Consumer Engagement and Purchase Intention. 1–24.
Jayasingh, S., Sivakumar, A., & Vanathaiyan, A. A. (2025a). Artificial Intelligence Influencers’ Credibility Effect on Consumer Engagement and Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research , 20(1). https://doi.org/10.3390/jtaer20010017
Jayasingh, S., Sivakumar, A., & Vanathaiyan, A. A. (2025b). Artificial Intelligence Influencers’ Credibility Effect on Consumer Engagement and Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research , 20(1). https://doi.org/10.3390/jtaer20010017
Karunarathne, E. A. C. P., & Thilini, W. A. (2022). Advertising Value Constructs’ Implication on Purchase Intention: Social Media Advertising. Management Dynamics in the Knowledge Economy, 10(3), 287–303. https://doi.org/10.2478/mdke-2022-0019
Liu, X., & Zheng, X. (2024). The persuasive power of social media influencers in brand credibility and purchase intention. Humanities and Social Sciences Communications, 11(1). https://doi.org/10.1057/s41599-023-02512-1
Liu, C. L. E., Sinkovics, R. R., Pezderka, N., & Haghirian, P. (2012). Determinants of Consumer Perceptions toward Mobile Advertising - A Comparison between Japan and Austria. Journal of Interactive Marketing, 26(1), 21–32. https://doi.org/10.1016/j.intmar.2011.07.002
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2018). How smartphone advertising in fl uences consumers ’ purchase intention. Journal of Business Research, August 2017, 1–10. https://doi.org/10.1016/j.jbusres.2017.12.047
Rahayu, R., & Day, J. (2017). E-commerce adoption by SMEs in developing countries: evidence from Indonesia. Eurasian Business Review, 7(1), 25–41. https://doi.org/10.1007/s40821-016-0044-6
Saifudin, S. (2019). Pengaruh Iklan Islami Terhadap Minat Beli Calon Konsumen Matahari Dept. Store di Jawa Tengah. BISNIS : Jurnal Bisnis Dan Manajemen Islam, 7(2), 143–160. https://doi.org/10.21043/bisnis.v7i2.5724
Saifudin, S., & Puspita, R. E. (2020). Predicting the Intention of Millennial Moslems to Visit Halal Tourism. Equilibrium: Jurnal Ekonomi Syariah, 8(1), 129–142. https://doi.org/10.21043/equilibrium.v8i1.7322
Saifudin, S., Puspita, R., Zuhri, A., Muhlisin, M., & Mochlasin, M. (2020). Intention to Purchase Halal Cosmetics on Indonesian Women. The 2nd International Conference of Business, Accounting and Economics (ICBAE). https://doi.org/10.4108/eai.5-8-2020.2301092
Sugiyono, P. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R & D. Alfabeta.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly: Management Information Systems, 27(3), 425–478. https://doi.org/10.2307/30036540
Wang, Z., Sun, H., Wang, N., & Bie, R. (2013). Enhancing advertising effects through spokescharacters endorsment. International Journal of Advertising, 32(4), 513–532.
Yang, B., Kim, Y., & Yoo, C. (2013). The integrated mobile advertising model: The effects of technology- and emotion-based evaluations. Journal of Business Research, 66(9), 1345–1352. https://doi.org/10.1016/j.jbusres.2012.02.035
Published
2025-12-01
How to Cite
Rahmawati, S. A., Saifudin, S., Liani, A. S., Fitria, I., Ma’ruf, M. A., Kausali, Z. A., & Lukman, N. (2025). The Role of Informativeness, Advertising Value, and Credibility in Shaping Purchase Intention: Unveiling the Key Drivers of Consumer Decision-Making. Annual International Conference on Islamic Economics and Business (AICIEB), 5(-), 15-23. https://doi.org/https://doi.org/10.18326/aicieb.v5i-.787
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