The Influence of Influencer and Viral Marketing on Wardah’s Halal Cosmetic Brand Image in Mataram

Abstract

The halal cosmetic industry has experienced significant global growth, driven by increased consumer awareness of religious and ethical standards. This study investigates the partial and simultaneous effects of influencer marketing and viral marketing on building the brand image of Wardah, a leading halal cosmetic brand, among consumers in Mataram, Indonesia. A quantitative approach was employed, using purposive sampling to collect data from 60 Wardah consumers who had used the brand for more than one year. Data were analyzed using multiple linear regression, validity and reliability tests, classical assumption tests, and hypothesis testing (t-test and F-test) via SPSS version 21. The results indicate that both influencer marketing (t-count = 2.993 > t-table = 2.00172, sig. = 0.004) and viral marketing (t-count = 2.388 > t-table = 2.00172, sig. = 0.020) have a partial and significant positive effect on brand image. Simultaneously, both variables also significantly affect brand image (F-count = 10.674 > F-table = 2.76, sig. = 0.000), with an R-square value of 0.272, meaning both variables contribute 27.2% to brand image formation. This research confirms that credible influencers and emotionally engaging viral content are strategic assets for building a strong brand image in the halal cosmetic market, particularly in Mataram.