Understanding Online Purchasing Behavior

Published: 19 August 2026| Version 1 | DOI: 10.17632/bsj4jfmb57.1
Contributors:
Dita Amanah, B Lena Nuryanti,
, Aidil Putra, Dedy Ansari Harahap

Description

This study examines how beauty influencer credibility and social media marketing shape online purchasing behavior, with perceived authenticity as a mediator among Indonesian halal cosmetics consumers. Using PLS-SEM and survey data from 157 Wardah consumers, the findings confirm significant relationships and mediation effects, highlighting authenticity’s importance in strengthening consumer trust and purchasing behavior.

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Digital Marketing

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