THE EFFECT OF AFFILIATE MARKETING, MARKETING COMMUNICATION, AND PRICE ON PURCHASING DECISIONS OF DRW SKINCARE PRODUCTS: HALAL CERTIFICATION AS A MODERATING VARIABLE
DOI:
https://doi.org/10.62901/j-ikhsan.v5i3.679Keywords:
Affiliate Marketing, Marketing Communication, Price, Purchase Decision, Halal Certification.Abstract
This research is grounded in the rapid expansion of the skincare industry, accompanied by the growing utilization of digital marketing strategies, such as affiliate marketing and marketing communication, in shaping consumer purchasing decisions, particularly among adolescents. Additionally, price and halal certification are significant considerations in the consumption patterns of Muslim communities. This study aims to analyze the effects of affiliate marketing, marketing communication, and price on purchasing decisions for DRW Skincare products, with halal certification serving as a moderating variable. A quantitative approach was employed using a survey method, with data collected through questionnaires distributed to 100 adolescent respondents in Payudan Dundang Village. The data were analyzed using the SEM-PLS technique with the assistance of SmartPLS 4 software. The findings reveal that affiliate marketing does not significantly influence purchasing decisions (β = 0.196; p > 0.05), whereas marketing communication has a positive and significant impact (β = 0.199; p < 0.05), and price does not exhibit a significant effect (β = 0.170; p > 0.05). Furthermore, halal certification does not moderate the relationship between affiliate marketing (p > 0.05), marketing communication (β = 0.019; p = 0.462), or price and purchasing decisions (p > 0.05). These results indicate that purchasing decisions are predominantly influenced by the effectiveness of marketing communication.
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