Islamic Entertainment, Advertising Value, and Purchase Intention in the Context of Halal Cosmetics: An Empirical Study of Consumer Behavior
Abstract
This study aims to analyze the effect of Islamic entertainment and advertising value on purchase intention for halal cosmetic products. This study uses a quantitative approach with Structural Equation Modeling (SEM-PLS) analysis techniques. A sample of 375 female respondents in Salatiga City was obtained using the Isaac and Michael formula. The results show that Islamic entertainment has a positive and significant effect on advertising value and purchase intention. In addition, advertising value also has a positive effect on purchase intention. The advertising value variable is proven to mediate the relationship between Islamic entertainment and consumer purchase intention. Overall, this study confirms that the integration of Islamic values in digital marketing content can improve consumer perception of advertisements and encourage interest in purchasing halal cosmetics.
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Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21–35.
Dyah Arfiyanti. (2025). Impact of Perceived Brand Interactivity, Social Media Marketing, and Halal Labeling on Purchasing Decisions: the Mediating Role of Trust in Tiktok Shop. Journal of Management and Islamic Finance, 5(1), 136–156. https://doi.org/10.22515/jmif.v5i1.12179
Husna, A., Suparwany, S., & Roslaili, Y. (2023). Etika Hiburan dalam Perspektif Hadis: Analisis terhadap Aplikasi TikTok. Al-Hikmah Media Dakwah, Komunikasi, Sosial Dan Kebudayaan, 14(1), 50–62. https://doi.org/10.32505/hikmah.v14i1.6524
Ilham, M., & Firdaus. (2020). Analisis Hubungan Islamic Branding dan Religiusitas terhadap Keputusan Pembelian. Perada, 3(1), 29–48. https://doi.org/10.35961/perada.v3i1.56
Kurniawati1, D., Suryani, S., & Saleh, S. (2024). Implementasi Pemasaran Islam Rasulullah Dalam Konteks Kontemporer. Jurnal Tabarru’ : Islamic Banking and Finance, 7(2), 795–801.
Mahmud, & Masalam, F. (2024). Komunikasi Pemasaran Syariah: Sinergi Antara Nilai Religius dan Strategi Branding. El-Fata: Jurnal of Sharia Economics and Islamic Education, 3(2), 270–284.
Mudi Awalia, F. T., & Bin Lahuri, S. (2021). The Influence of Religiosity On Consumer Behavior in Purchasing Halal Label Cosmetics. Ijtihad : Jurnal Hukum Dan Ekonomi Islam, 15(1), 63–90. https://doi.org/10.21111/ijtihad.v15i1.5760
Nurhayati, T., & Hendar, H. (2020). Personal intrinsic religiosity and product knowledge on halal product purchase intention: Role of halal product awareness. Journal of Islamic Marketing, 11(3), 603–620. https://doi.org/10.1108/JIMA-11-2018-0220
Putri, N. A., & Christina Whidya Utami. (2024). Pengaruh Citra Merek, Kepercayaan Religius, Dan Label Halal Terhadap Keputusan Pembelian Konsumen Melalui Perilaku Terhadap. 8(2), 1–21.
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.
Susilawati, C., Joharudin, A., Abduh, M., & Sonjaya, A. (2023). The Influence of Religiosity and Halal Labeling on Purchase Intention of Non-Food Halal Products. Indonesian Journal of Halal Research, 5(2), 77–89. https://doi.org/10.15575/ijhar.v5i2.22965
Wang, Z., Sun, H., Wang, N., & Bie, R. (2013). Enhancing advertising effects through spokescharacters endorsment. International Journal of Advertising, 32(4), 513–532.
Wibowo, E. P., & Indrawati, I. (2024). The Effect of Perceived Advertising Value of Instagram Ads on Purchase Intentions through Consumer Affective Response. International Journal of Social Science and Human Research, 07(02), 1294–1302. https://doi.org/10.47191/ijsshr/v7-i02-51
Published
2025-12-01
How to Cite
Mukaromah, B., Saifudin, S., Mahartika, S., Nur Halimah, A., & Azmin, N. A. M. (2025). Islamic Entertainment, Advertising Value, and Purchase Intention in the Context of Halal Cosmetics: An Empirical Study of Consumer Behavior. Annual International Conference on Islamic Economics and Business (AICIEB), 5(-), 343-350. https://doi.org/https://doi.org/10.18326/aicieb.v5i-.788
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