Citation:

Rista Nurdianasari, Shabira Maharani, Zelika Nidya Damarani. "Social Media Influencers and Halal Product Purchase Intention: A Systematic Literature Review" International Research Journal of Economics and Management Studies, Vol. 5, No. 5, pp. 223-232, 2026. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V5I5P128

Abstract:

The global halal market has experienced significant expansion, reaching an estimated value of USD 2.8 trillion, driven by the growing Muslim consumer population and increasing demand for halal-certified products across multiple categories, including food, cosmetics, and fashion. Concurrently, the proliferation of social media platforms has transformed consumer behavior, positioning Social Media Influencers (SMIs) as powerful mediators between brands and Muslim consumers. However, despite a growing body of empirical research examining the relationship between SMIs and halal product purchase intention, no comprehensive systematic review has synthesized these findings to identify consistent patterns, theoretical frameworks, and research gaps. This study addresses that gap by conducting a Systematic Literature Review (SLR) following the PRISMA 2020 protocol, analyzing 26 peer-reviewed articles published between 2021 and 2026, sourced from Scopus and Google Scholar databases. The findings reveal four overarching themes: (1) influencer credibility particularly trustworthiness, expertise, and authenticity—as the primary driver of purchase intention; (2) religiosity and halal awareness as contextual moderators that amplify influencer effects in Muslim consumer contexts; (3) platform and channel diversity, with Instagram and TikTok emerging as the most influential platforms; and (4) product category variations, with halal cosmetics and fashion receiving the most research attention. The study contributes a comprehensive theoretical synthesis of Source Credibility Theory, Theory of Planned Behavior, and Signaling Theory within the halal digital marketing context, and proposes a future research agenda for scholars and practitioners navigating the intersection of influencer marketing and Islamic consumer ethics.

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Keywords:

Social Media Influencer, Halal Product, Purchase Intention, Muslim Consumer, Influencer Marketing, Systematic Literature Review.