Kesadaran Halal, e-WOM, dan Kepercayaan Merek dalam Minat Beli Ulang Produk Kosmetik
DOI:
https://doi.org/10.55681/armada.v4i1.1855Keywords:
Kesadaran halal, e-WOM, kepercayaan merek, minat beli ulang, kosmetikAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh kesadaran halal, electronic word of mouth (e-WOM), dan kepercayaan merek terhadap minat beli ulang produk kosmetik. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner kepada 120 responden yang telah membeli dan menggunakan produk kosmetik. Teknik pengambilan sampel menggunakan purposive sampling. Analisis data dilakukan menggunakan regresi linear berganda dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa e-WOM dan kepercayaan merek berpengaruh positif dan signifikan terhadap minat beli ulang, sedangkan kesadaran halal tidak berpengaruh signifikan secara parsial. Namun, secara simultan kesadaran halal, e-WOM, dan kepercayaan merek berpengaruh signifikan terhadap minat beli ulang produk kosmetik.
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