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The Dynamics of Trust in Digital Era Cosmetics: Halal Labeling, Information Quality, and Endorser Credibility on Purchase Intention

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  • Laura, Yosefa

Abstract

Purpose: This study investigates the intricate drivers of purchase intention in the competitive Indonesian cosmetics market, focusing on Scarlett Whitening products. We examine how halal labeling, perceived information quality, and endorser credibility influence purchase intention, with brand trust acting as a crucial mediating variable. Method/approach: Employing a quantitative approach with Partial Least Squares Structural Equation Modeling (PLS-SEM), data were collected from 115 Scarlett Whitening product users in Kefamenanu City, Indonesia, using purposive sampling. Cross-sectional survey design with self-administered questionnaires was utilized, and data analysis was conducted using SmartPLS 4.0 with 5,000 bootstrap resamples. Findings: Results reveal that halal labeling (β = 0.334, p

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Handle: RePEc:lgn:lgngmr:702783
DOI: 10.66452/702783
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JEL classification:

  • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
  • Z12 - Other Special Topics - - Cultural Economics - - - Religion
  • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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