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The Impact of Celebrity Endorsement Approach to Halal Cosmetic Purchase: A Qualitative Study a)Faculty of Islamic Studies, Universitas Muhammadiyah Surakarta, Jl. Ahmad Yani Pabelan Surakarta, Indonesia Abstract Abstract-This study aims to explain the impact of celebrity endorsement on the purchase of halal cosmetics. Researchers used this type of qualitative research to find out more specifically about consumers^ beliefs, views, and opinions in purchasing halal cosmetic products. The approach used in this study is Grounded Theory, an analysis of a phenomenon that can explain the phenomenon specifically, from the phenomenon studied utilizing data collection by memoing against the beliefs, views, and ideologies of participants. Researchers interviewed as many as 12 respondents of halal cosmetic users with more than two years of use. Hasil, this research shows that C Celebrity endorsement has a significant impact on halal cosmetic purchasing decisions regarding external factors, including popularity and attractiveness. The endorser^s popularity is also determined by the number of social media followers and the ability to become a trendsetter. The beauty of endorsers also affects halal cosmetics consumers besides curiosity about beauty, good looking looks, and Islamic branding attached to a celebrity. Social media is an alternative that makes it easy for people to find all the information they want. Nowadays, almost all use social media, both young and old. Therefore, celebrity endorsements and social media have a practical impact on marketing a product to increase. Keywords: celebrity endorsement- halal cosmetic products- purchasing decisions Topic: Economics |
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