PERAN LABEL HALAL, BRAND IMAGE, BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK BERLABEL HALAL DI TANJUNGPINANG DENGAN KEPUASAN KONSUMEN SEBAGAIVARIABEL INTERVENING

Abstract

The research aimed to finding out of the halal label, brand image, brand trust on cosmetic products labeled halal in Tanjungpinang. This research is categorized as a quantitative study because it uses a questionnaire as a research instrument which is the primary data in this study. The population in this research were users of halal-labeled cosmetic products in Tanjung Pinang. The sampling technique used was random sampling using an Ordinal scale. The sample used in this research amounted to 100 respondents.The collected data was tested and analyzed using the IBM SPSS Statistic 25 program. The data analysis method used in this research is descriptive test, data quality test, classical assumption test, path analysis and hypothesis testing. The results of the analysis in this study indicate that the halal label, brand image partially have a significant effect on purchasing decions, brand trust partially has no significant effect on purchasing decisions. Halal label partially has no significant effect on consumer satisfaction, while brand image and brand trust partially have a significant effect on consumer satisfaction. Partial consumer satisfaction has a significant effect on purchasing decisions. Consumer satisfaction is not able to mediate between the halal label and brand image on purchasing decisions. But consumer satisfaction is able to mediate brand trust on purchasing decisions. Based on the research results, Halal Cosmetic Products are expected to continue to improve purchasing decisions by taking into account the factors that support and support the halal label, brand image and factors from brand trust.