Penelitian ini bertujuan untuk menguji pengaruh social media influencer dan halal branding terhadap keputusan pembelian dengan religiusitas sebagai variabel moderasi pada pelembab wajah Wardah. Sampel dalam penelitian adalah Generasi Z di Kabupaten Kuningan dengan sampel sebanyak 180 dan menggunakan teknik nonprobability sampling. Penelitian ini menggunakan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS 4.0. Instrumen penelitian ini berupa angket yang berisi pernyataan dan disebarkan kepada generasi Z di Kabupaten Kuningan melalui google formulir. Hasil penelitian dari hipotesis yang diajukan memperoleh kesimpulan bahwa (1) Social media influencer berpengaruh positif dan signifikan terhadap keputusan pembelian, (2) Halal branding berpengaruh positif dan signifikan terhadap keputusan pembelian, (3) Religiusitas memoderasi pengaruh social media influencer terhadap keputusan pembelian, (4) Religiusitas memoderasi pengaruh halal branding terhadap keputusan pembelian.

This research aimed to examine the influence of social media influencers and halal branding on purchase decisions, with religiosity serving as a moderating variable, specifically for Wardah facial moisturizer. The research sample consisted of 180 Generation Z individuals in Kuningan Regency, selected using a non-probability sampling technique. The study employed the Partial Least Square-Structural Equation Modeling (PLS-SEM) method, processed through SmartPLS 4.0 software. The research instrument was a questionnaire containing various statements, which was distributed to Generation Z in Kuningan Regency via Google Forms. The results of this study indicated that : (1) Social media influencers had a positive and significant effect on purchase decisions,(2) Halal branding had a positive and significant effect on purchase decisions, (3) Religiosity moderated the influence of social media influencers on purchase decisions, (4) Religiosity moderated the influence of halal branding on purchase decisions.