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What is Halal Skincare: Impact of Viral Marketing about?

This research investigates the impact of halal awareness, brand image, and viral marketing on the purchasing decisions of halal skincare and cosmetic products among Generation Z at Muhammadiyah University Pontianak. The study finds that while halal awareness and brand image do not significantly influence purchasing decisions, viral marketing has a positive and significant effect. The findings provide insights for marketers to enhance strategies, particularly through viral marketing, in the halal cosmetics s

Author

coeesumstore

Language

EN