Anteseden dari purchase intention pada halal skincare produk

DETAIL KOLEKSI

Anteseden dari purchase intention pada halal skincare produk

Oleh : Maylara Sulistianti

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2025

Pembimbing 1 : Yolanda Masnita Siagian

Kata Kunci : Brand Attitude, Electronic Word of Mouth, Halal Brand Image, Moral Obligation, Purchase Intention

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2025_SK_SMJ_022002114007_Halaman-Judul.pdf
2.	2025_SK_SMJ_022002114007_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2025_SK_SMJ_022002114007_Surat-Hasil-Similaritas.pdf	1
4.	2025_SK_SMJ_022002114007_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2025_SK_SMJ_022002114007_Lembar-Pengesahan.pdf	2
6.	2025_SK_SMJ_022002114007_Pernyataan-Orisinalitas.pdf	1
7.	2025_SK_SMJ_022002114007_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2025_SK_SMJ_022002114007_Bab-1.pdf
9.	2025_SK_SMJ_022002114007_Bab-2.pdf
10.	2025_SK_SMJ_022002114007_Bab-3.pdf
11.	2025_SK_SMJ_022002114007_Bab-4.pdf
12.	2025_SK_SMJ_022002114007_Bab-5.pdf
13.	2025_SK_SMJ_022002114007_Daftar-Pustaka.pdf
14.	2025_SK_SMJ_022002114007_Lampiran.pdf

Abstrak
Abstract

T Tingginya tingkat konsumsi kosmetik halal yang dibeli secara online di Indonesia, menjadi peluang besar bagi pelaku industri kosmetik halal untuk mengembangkan produk yang inovatif untuk memenuhi kebutuhan konsumen. Persaingan industri halal yang ketat, membuat perusahaan harus mampu membangun citra merek yang positif dan kuat untuk menarik dan mempertahankan konsumen. Electronic Word of Mouth (e-WOM) muncul sebagai salah satu strategi pemasaran yang efektif untuk meningkatkan Purchase Intention dan memenangkan persaingan. Penelitian ini bertujuan untuk menganalisis konsekuensi Moral Obligation terhadap Halal Brand Image, Brand Attitude, dan Purchase Intention melalui Electronic Word of Mouth pada produk skincare halal. Data diperoleh dengan menyebarkan kuesioner secara online kepada konsumen yang 6 bulan terakhir pernah melakukan belanja online produk skincare halal dan melakukan review produk setelah membeli melalui platform e-commerce. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 220 responden dengan teknik pengambilan sampel yaitu purposive sampling. Metode analisis yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan menggunakan software AMOS. Hasil penelitian ini menunjukkan bahwa Moral Obligation berpengaruh positif terhadap Electronic Word of Mouth, Electronic Word of Mouth berpengaruh positif terhadap Halal Brand Image, Electronic Word of Mouth berpengaruh positif terhadap Brand Attitude, Halal Brand Image tidak berpengaruh positif terhadap Purchase Intention, Brand Attitude berpengaruh positif terhadap Purchase Intention.

T The high consumption rate of halal cosmetics purchased online in Indonesia presents a significant opportunity for halal cosmetics industry players to develop innovative products that cater to consumer needs. The intense competition in the halal industry necessitates companies to build a strong and positive brand image to attract and retain customers. Electronic Word of Mouth (e-WOM) has emerged as an effective marketing strategy to boost purchase intention and gain a competitive edge. This research aims to analyze the consequences of Moral Obligation on Halal Brand Image, Brand Attitude, and Purchase Intention through Electronic Word of Mouth for halal skincare products. Data was collected by distributing online questionnaires to consumers who had purchased halal skincare products online in the last 6 months and had reviewed the products after purchasing through e-commerce platforms. The sample size used in this study was 220 respondents, using purposive sampling technique. The analysis method used in this study was Structural Equation Modeling (SEM) using AMOS software. The results of this study indicate that Moral Obligation has a positive effect on Electronic Word of Mouth, Electronic Word of Mouth has a positive effect on Halal Brand Image and Brand Attitude, Halal Brand Image does not have a positive effect on Purchase Intention, and Brand Attitude has a positive effect on Purchase Intention.