The Impact of Celebrity Endorsement Approach to Halal Cosmetic Purchase: A Qualitative Study

This study intended to explain the impact of celebrity endorsement on the purchase of halal cosmetics. Researchers used this qualitative research type to find out more specifically about consumers’ beliefs, views, and opinions in purchasing halal cosmetic products. The approach used in this study is a 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. This study interviewed as many as 12 respondents of halal cosmetic users with more than two years of use. This research indicated that Endorsement Celebrity endorsement has a significant impact on halal cosmetic purchasing decisions regarding external factors, including popularity and attractiveness. The number of social media followers and the ability to become a trendsetter become determining endorsers’ popularity. The attractiveness of endorsers also affects consumers of halal cosmetics in the form of curiosity about their beauty, good looking looks, and Islamic branding attached to her. 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 significant impact on marketing a product in order to overgrow.