Safi Halal Cosmetic Product Purchasing Decision Through Buying Interest as an Intervening Variable

Abstract

This study examines how viral marketing, brand religiosity image, beauty vloggers, lifestyle, and halal certification impact Safi halal cosmetics purchase decisions via buying interest. An analysis of 100 Safi Indonesia Instagram followers reveals that viral marketing, brand religiosity image, lifestyle, and halal certification are indirect variables, influencing purchase decisions by increasing buying interest, while beauty vloggers act as a direct variable influencing purchase decisions. These findings clarify the pathways of influence and offer managerial insights for brand strategy. Safi companies should boost purchasing by expanding viral marketing, raising brand religiosity image, collaborating with beauty vloggers, aligning with lifestyle, strengthening halal certification, and growing buying interest.