The Impact of Influencer Marketing on Halal Product Purchase Decisions: An Analysis in the Digital Era
DOI:
https://doi.org/10.61166/interkoneksi.v3i2.81Keywords:
Influencer Marketing, Halal Products, Purchase Decisions, Digital Era, E-CommerceAbstract
This study aims to understand the impact of influencer marketing strategies on consumer attitudes in choosing halal products in the digital era. The approach used was a systematic literature review, examining 15 relevant journal articles from both Indonesia and abroad. The study results show that marketing through influencers has a significant positive influence on halal product purchase decisions, especially when the influencers are trusted and their values align with the consumer's religious principles. Furthermore, other factors such as electronic word of mouth (e-WOM), content marketing, and brand image have also been shown to strengthen consumer purchase intentions. These findings emphasize the importance of an integrated digital strategy, where the choice of social media platform, the relevance of religious values, and the combination with other digital marketing strategies determine campaign effectiveness. Practically, this study provides recommendations for businesses to utilize influencers who align with the characteristics of Muslim consumers, optimize educational content, and develop honest, transparent, and ethical marketing communications in accordance with Sharia principles.
Downloads
References
Ali, Muchtar. 2016. “Konsep Makanan Halal Dalam Tinjauan Syariah Dan Tanggung Jawab Produk Atas Produsen Industri Halal.” Ahkam: Jurnal Ilmu Syariah 16 (2): 291–306. https://doi.org/10.15408/ajis.v16i2.4459.
Aulia, Merinda Hana, and Nabilah Fitriyani. 2025. “Strategi Komunikasi Influencer Halal Dalam Menyampaikan Produk Secara Syariah Sebagai Upaya Edukasi Syariah 1” 56:1666–75.
Az-Zahroh, Nabilah Maulidah, Cindy Safvitri, Surya Andhika Putra, and Mochammad Isa Anshori. 2023. “Kajian Teori Kepemimpinan Situasional Dan Kepuasan Kerja: Studi Literature Review.” Jurnal Riset Dan Inovasi Manajemen 1 (3): 131–54.
Delima, Dheo Rimbano, Okta Ariyanti, Berliana Eka Ferananda, and Muhammad Danang Ramadhani. 2025. “Pengaruh Influencer Marketing, Endorsment, Dan Brand Image Minat Pembelian Di Pasar Kosmetik(Studi Literatur Review).” Jurnal Ekonomi Dan Manajemen 2 (1): 2557–82.
Diwyarthi, NDMS, Selvi Yona Tamara, Sari Anggarawati, Okki Trinanda, Fhajri Arye Gemilang, Muklis Sulaeman, Sri Sarjana, Satria Putra Utama, Mumuh Mulyana, and Dicky Jhon Anderson Butarbutar. 2022. “Perilaku Konsumen.” Padang: PT Global Eksekutif Tekonologi.
Fathurohman, Muhamad Fajar, Muhammad Arifin Ilham, and Yuda Yudistira. 2025. “Influencer Syariah: Peran Komunikasi Digital Dalam Promosi Bisnis Halal.” In Gunung Djati Conference Series, 56:593–605.
Harahap, M Guffar, Ramadhi Ramadhi, Universitas Adzkia, Mohammad Annas, and Hanik Atus Sangadah. 2024. Perilaku Konsumen : Teori Dan Praktik.
Hasanah, Aninda Nurul, and Olivia Barcelona Nasution. 2023. “Pengaruh Electronic Word Of Mouth, Viral Marketing, Halal Certification, Dan Brand Image Terhadap Keputusan Pembelian Mixue.” Indonesian Journal of Applied and Industrial Sciences (ESA) 2 (4): 425–38.
Herman, Herman, Edi Maszudi, Rahmad Solling Hamid, Putri Dewintari, and Atika Aulia. 2023. “Peran Influencer Marketing Online Customer Review Dan Content Marketing Dalam Keputusan Pembelian Pada Sosial Instagram.” Jesya 6 (2): 1348–58. https://doi.org/10.36778/jesya.v6i2.1059.
Indonesia, Bank. 2024. “Sektor Halal Value Chain Tumbuh Positif, Dukung Pertumbuhan Ekonomi Nasional.” Bank Indonesia. 2024. https://www.bi.go.id/id/publikasi/ruang-media/news-release/Pages/sp_263924.aspx?utm_campaign=KEKSI_27_02_2024_rilis_photo&utm_medium=referral&utm_source.
Irawan, Immanuel Candra. 2020. “Analisis E-Marketing Terhadap Keputusan Pembelian Konsumen Secara Online.” Perbanas Journal of Business and Banking 9 (2): 519413.
Israr, Kamiruddin, Hasni. 2025. “Pengaruh Influencer Marketing Dan E-WOM Terhadap Minat Beli.” Ekonomika 8 (1): 370–79.
Israr, Israr, Kamiruddin Kamiruddin, and Hasni Hasni. 2025. “Pengaruh Influencer Marketing Dan E-WOM Terhadap Minat Beli Pada Produk Halal Di E-Commerce.” IKRAITH-EKONOMIKA 8 (1): 370–79.
Khairani, Afifah, Yovi Bella Andini, Vevi Fedia, Nadya Okta Putri, Ramdani Bayu Putra, and Program Studi Akuntansi Fakultas Ekonomi Dan Bisnis. 2022. “Penerapan Digital Marketing Dan Influencer Endorsement Saat Pandemi Covid-19 Pada Agen Frozen Food (Studi Kasus UMKM Wins Food Kebab Padang).” Innovative: Journal Of Social Science Research 2 (1): 378–84.
Khilwa, Navila Zihrotul, Indana Zulfa Maulida, and Mukhroji Mukhroji. 2025. “Pengaruh Pemasaran Digital Melalui Influencer Terhadap Keputusan Pembelian Produk Wardah Di Kalangan Gen Z.” Jurnal Rumpun Manajemen Dan Ekonomi 2 (4): 433–42.
Laili, Wahdatul, Musayaroh Musayaroh, Moh Ishaq, and Mochammad Isa Anshori. 2023. “Kajian Teori Behavioral Approach Of Leadership: Studi Literatur Review.” Jurnal Riset Dan Inovasi Manajemen 1 (3): 24–46.
Maimunah, Siti, Mohd Heikal, Sapna Biby, and Safrina. 2025. “Pengaruh Content Marketing , Influencer . Marketing , Dan Elektronic Word Of Mouth ( E – Wom ) Terhadap Keputusan Pembelian Pada Followers Produk Tazzi Glow Di Platform Tiktok Shop The Influence of Content Marketing , Influencer Marketing , and Electronic.” JIIC: Jurnal Intelek Insan Cendikia 2 (8): 15984–93.
Malik, Anas, M Falih Romadhon, Nivara Clara Putri, and Risky Adi Pratama. 2025. “Produksi Halal Dan Standar Syariah Dalam Industri.” Al-A’mal : Jurnal Manajemen Bisnis Syariah 2 (1 SE-Artikel): 97–103.
Musthofa, Ariezal, and Burhanudin Buhanudin. 2021. “Konsumen Muslim: Pengetahuan Produk Halal Dalam Keputusan Pembelian Makanan.” El-Jizya: Jurnal Ekonomi Islam 9 (1): 81–97.
Nur, Firyal Saifana, Dona Wahyuning Lailly, and Sri Widayanti. 2024. “Analisis Pengaruh Sosial Media Marketing, Influencer Marketing Dan Brand Image Terhadap Keputusan Pembelian (Studi Kasus : Konsumen Durian Di King Goval Farm, Gresik).” JAS (Jurnal Agri Sains) 8 (1): 35–46. https://doi.org/10.36355/jas.v8i1.1304.
Putri, Ishma Azizah Dwi, and Khusnul Fikriyah. 2023. “Pengaruh Influencer Dan Online Customer Review Terhadap Pembelian Impulsif Pada Produk Kosmetik Halal Di Tiktok Shop.” Jurnal Ilmiah Edunomika 07 (01): 1–12. https://www.jurnal.stie-aas.ac.id/index.php/jie/article/view/8062/pdf.
Putri, Megawati Guntari, and Mohammad Rofiuddin. 2023. “Minat Beli Konsumen Nobby Hijab Salatiga: Pengaruh EWOM, Influencer Marketing, Dan Islamic Brand Congruence Melalui Citra Merek.” Journal of Halal Industry Studies 2 (1): 20–38. https://doi.org/10.53088/jhis.v2i1.758.
Putri, Restu Cahyani, Budi Wahono, and Eris Dianawati. 2025. “Pengaruh Influencer Marketing, Eletronic Word of Mouth Dan Brand Image Terhadap Keputusan Pembelian Pada Konsumen Produk Kecantikan Facetology Generasi Z Kota Malang.” E-Jurnal Riset Manajemen 14 (01): 698–705.
Rahayu, Anggita, Lucky Fitri, and Heni Pratiwi. 2020. “Pengaruh Influencer, Kualitas Produk, Label Halal Terhadap Keputusan Pembelian Somethinc Di Kota Jambi Menurut Perspektif Islam Anggita.” Journal of Sharia Economics 3 (1): 18–39. http://dx.doi.org/10.35896/jse.
Rahmalia, Icha, and Khusnul Fikriyah. 2025. “Halal Lifestyle Memediasi Influencer Dan Citra Merek Terhadap Niat Beli Hijab Lafiye.” AT-TAWASSUTH: Jurnal Ekonomi Islam 10 (1): 135–53.
Sabila, Inka. 2024. “Pengaruh Beauty Influencer, Kualitas Produk, Dan Label Halal Terhadap Keputusan Pembelian Produk Azarine Dengan Citra Merek Sebagai Variabel Intervening (Studi Kasus Pada Mahasiswa Di Pekalongan).” UIN. KH Abdurrahman Wahid Pekalongan.
Safitri, Nada, Aya Sofia Ardelia, and Metasari. Kartika. 2024. “Pengaruh Influencer Muslim Dan Bahan Baku Kosmetik Halal Terhadap Minat Pembelian Produk Kosmetik Halal Di Kalangan Masyarakat Kota Pontianak.” Jurnal Ilmiah Ekonomi Dan Bisnis Universitas Multi Data Palembang 2 (1): 1–10.
Santika, Eva, Elfitra Desy Surya, and Annisa Sanny. 2024. “Analysis Of Quality Websites , Social Media , And Influencer Marketing Based On Halal Food Products On Purchase Decisions At Mie Gacoan Mansyur Branch , Medan Analisis Kualitas Website , Media Sosial , Dan Influencer Marketing Berbasis Produk Makanan Hala” 5 (3): 411–18.
Shofi, Fadhoilus, and M Kholilurrohman. 2025. “Pemasaran Media Sosial Instagram Melalui Influencer Sebagai Sebuah Strategi Mendapatkan Hati Konsumen Wardah.” Mount Hope International Business Journal (MOBIJ) PEMASARAN 2 (1): 1–12.
Sudha, M., and K. Sheena. 2017. “Impact of Influencers in Consumer Decision Process: Impact of Influencers in the Fashion Industry.” SCMS Journal of Indian Management 93 (3): 16.
Sulistiani Ni, Nengah, Ketutu Putu Suardana, and Rieke Yulita Widaswara. 2025. “Peran Influencer Dalam Strategi Promosi Melalui Media Sosial TikTok.” Ngaksama: Jurnal Ilmu Komunikasi 1 (1): 24–30.
Tifany, and Triana Rustam. 2023. “Pengaruh Persepsi Dan Perilaku Konsumen.” SEIKO : Journal of Management & Business 6 (2): 216–30.
Tijjang, Bakhtiar, and Lili Rahmawati. 2021. “Strategi Pemasaran Hubungannya Dengan Keputusan Pembelian Konsumen.” Jurnal Ilmiah Manajemen & Kewirausahaan 8 (2): 196–207.
Tirtayasa, Satria, Anggita Putri Lubis, and Hazmanan Khair. 2021. “Keputusan Pembelian: Sebagai Variabel Mediasi Hubungan Kualitas Produk Dan Kepercayaan Terhadap Kepuasan Konsumen.” Jurnal Inspirasi Bisnis Dan Manajemen 5 (1): 67–86.
Wardhana, Aditya. 2024. “Perilaku Konsumen Di Era Digital.” Purbalingga: Eureka Media Aksara.
Zukhrufani, Alfitri, and Muhammad Zakiy. 2019. “The Effect of Beauty Influencer, Lifestyle, Brand Image and Halal Labelization Towards Halal Cosmetical Purchasing Decisions.” Jurnal Ekonomi Dan Bisnis Islam (Journal of Islamic Economics and Business) 5 (2): 168. https://doi.org/10.20473/jebis.v5i2.14704.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Nanda Alfreda Putri, Mariyatul Kiptiyah, Revalina Aurelia Oktanti, Shabahah El Rojana, Syarifuddin Hidayatullah, Aldi Khusmufa
This work is licensed under a Creative Commons Attribution 4.0 International License.
