The Influence of Beauty Influencers in Recommending Halal Cosmetics: Examining Their Impact on Engagement, Expected Value, and Purchase Intention

The purpose of this research is to examine the effect of perceived influence, brand engagement in self-concept, and brand expected value on the purchase intention of halal cosmetic products. This research uses quantitative methods. The research uses convenience sampling techniques to collect information from the desired target respondents. The analysis in this study used the Structural Equation Model (SEM) which was processed with SmartPLS version 03 software for 210 respondents. The results of the analysis it finds that perceived influence has a positive and significant effect on brand engagement in self-concept and brand expected value. Perceived influence has no positive and significant effect on purchase intention Brand engagement in self-concept has a positive and significant effect on brand expected value and purchase intention. And brand expected value has a positive and significant effect on purchase intention.