Analysis of Beauty Vloggers, Halal Products, and Brand Image on Interest in Buying Cosmetics for Muslim Women in Indonesia

The purpose of this study is to determine the level of interest among Indonesian consumers in buying cosmetics for Muslim women by examining beauty vloggers, halal products, and brand image. This study employs a quantitative research approach that involves hypothesis testing. The sampling method utilized is non-probability sampling with a purposive sampling technique, taking into account various factors. The demographic profile of the respondents in this research consists of individuals who either have or frequently watch beauty blog videos by Tasya Farasya on different social media platforms like Instagram and YouTube, as well as those who use halal-certified beauty products. Path Analysis and the Smart-PLS (Partial Least Square) software Version 3.0 are employed for data analysis. The findings of this study reveal a positive correlation between beauty vloggers, halal products, brand image, and purchasing interest.