Purchase Decisions on Israel-Affiliated Skincare Products Among Muslim Generation Z in Ponorogo: The Role of Brand Image, Social Media Exposure and Religiosity

Abstract

Introduction/Main Objectives: This study examines the effects of brand image and social media exposure on purchase decisions for Israel-affiliated skincare products among Muslim Generation Z in Ponorogo Regency, with religiosity as a moderating variable. Research Methods: A quantitative causal approach was used with 100 respondents selected through purposive sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Finding/Results: Brand image and social media exposure had positive and significant effects on purchase decisions, while religiosity did not moderate either relationship. This indicates that purchasing behavior is influenced more by brand perceptions and digital information than by religious considerations. Conclusion: Brand image and social media exposure remain key determinants of purchase decisions, highlighting the need for local skincare brands to strengthen branding and digital marketing strategies.