The Moderating Role of Influencer Marketing in the Relationship between Customer Perception and Halal Food Products Purchase Behaviour

Abstract

This study examines the moderating effect of influencer marketing on the relationship between customer perceptions and purchase behavior in Malaysia’s halal food sector. The rise of digital platforms, especially social media, has reshaped consumer behaviour, with influencers playing a key role in purchasing decisions. Hence, this study assesses how influencer marketing influences consumer trust, product authenticity, and purchase intentions in a culturally sensitive market. A cross-sectional survey of 404 respondents from four regions in Selangor, Malaysia, was conducted. Findings show that while customer perceptions, specifically trust and product authenticity, influence purchases, their impact varies with influencer engagement. Additionally, influencer marketing significantly moderates this relationship, reinforcing consumer trust and product credibility, and increasing purchase likelihood. These results highlight the growing role of digital endorsements in halal consumer markets, offering insights into how businesses can leverage influencer credibility. By emphasizing the intersection of cultural values and digital marketing, this study contributes to research on halal consumer behaviour.