PENGARUH HALAL AWARENESS, PRODUCT QUALITY, DAN HALAL BRAND IMAGE TERHADAP REPURCHASE INTENTION HALAL COSMETIC DENGAN HALAL BRAND TRUST SEBAGAI VARIABEL INTERVENING

Inna Fakhrunnisa, Mulyana .

Abstract


Penelitian ini dilakukan guna mengidentifikasi bagaimana pengaruh halal awareness, product quality dan halal brand image terhadap halal brand trust. Halal awareness, product quality, halal brand image, dan halal brand trust terhadap repurchase intention. Jenis penelitian yang digunakan adalah explanatory research. Populasi dalam penelitian ini adalah konsumen produk kosmetik halal yang berada di wilayah Kabupaten Kendal. Jumlah sampel yang diambil dalam penelitian ini adalah 241 responden yang ditentukan dengan metode purposive sampling. Data dikumpulkan melalui kuesioner yang disebarkan secara offline dan online kepada responden dan dianalisis menggunakan Structural Equation Model (SEM) dengan software SmartPLS 4 (Pratial Least Square). Hasil penelitian ini menunjukkan bahwa halal awareness dan product quality berpengaruh positif dan signifikan terhadap repurchase intention produk kosmetik halal, sedangkan halal brand image tidak berpengaruh signifikan terhadap repurchase intention produk kosmetik halal. Halal awareness, product quality, dan halal brand image berpengaruh positif dan sinifikan terhadap halal brand trust prduk kosmetik halal. Halal brand trust berpengaruh positif dan signifikan terhadap repurchase intention produk kosmetik halal serta mampu menadi variabel intervening dalam penelitan ini.

 

Kata kunci: Halal Awareness, Product Quality, Halal Brand Image, Halal Brand Trust, Repurchase Intention.


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