The Influence of Muslimah Friendly Branding, Product Quality, and Celebrity Endorser on Purchase Intention toward Cosmetic Products in the Era of Skincare-Makeup Hybrids
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The Indonesian cosmetics industry continues to develop alongside increasing consumer demand for products that provide not only decorative benefits but also skincare benefits. The growth of skincare-makeup hybrids reflects changing consumer preferences towards multifunctional and practical products with additional benefits. This development makes branding that meets Muslimah needs, product quality, and the use of celebrity endorsers relevant factors in shaping purchase intention. This study aims to analyse the influence of Muslimah Friendly Branding, Product Quality, and Celebrity Endorser on Purchase Intention for Cosmetic Products in the Era of Skincare-Makeup Hybrids. A quantitative method was employed involving 180 female respondents aged at least 18 years who were familiar with or used skincare-makeup hybrid cosmetic products. Data were collected through a questionnaire using a 1–10 semantic differential scale and analysed using multiple linear regression, t-tests, and the coefficient of determination. The results show that Muslimah Friendly Branding has a positive and significant effect on purchase intention, with a coefficient of 0.265 and a significance value of 0.000. Product Quality has a positive and significant effect, with a coefficient of 0.208 and a significance value of 0.000, while Celebrity Endorser has a positive and significant effect, with a coefficient of 0.196 and a significance value of 0.002. The Adjusted R Square value of 0.443 indicates that the three variables explain 44.3% of the variation in purchase intention. The study concludes that these three factors contribute to shaping purchase intention for cosmetic products in the era of skincare-makeup hybrids.
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