PENGARUH BRAND LOVE DAN HALAL LABEL TERHADAP PURCHASE INTENTION DAN KEPUTUSAN PEMBELIAN PRODUK WARDAH (Studi Pada Pembeli Produk Wardah di Shopee @Wardah Official)

Abstrak

Dina Aminatul Lafidah, Program Studi Administrasi Bisnis, Universitas Yudharta Pasuruan, 29 Juli 2024. Pengaruh Brand Love dan Halal Label terhadap Purchase Intention dan Keputusan Pembelian produk Wardah di Shopee @Wardah Official.Penelitian ini bertujuan untuk mengetahui pengaruh brand love dan halal label terhadap purchase intention dan keputusan pembelian produk Wardah Official di Shopee. Dalam penelitian ini menggunakan metode Kuantitatif. Teknik pengumpulan data menggunakan kuesioner yang disebar secara online melalui google form. Sampel dalam penelitian ini adalah konsumen Wardah Official di shopee dengan jumlah sampel 114 responden yang diambil dengan metode purposive sampling, yaitu penentuan sampel dimana orang yang dipilih sebagai sampel sesuai dengan tujuan dilakukannya penelitian. Metode analisis yang digunakan adalah analisis Partial Least Square (PLS) dengan bantuan aplikasi SmartPLS 4.0. Hasil penelitian ini menunjukkan bahwa brand love berpengaruh positif dan signifikan terhadap purchase intention, halal label berpengaruh positif dan tidak signifikan terhadap purchase intention, brand love berpengaruh positif dan signifikan terhadap keputusan pembelian, halal label berpengaruh positif dan tidak signifikan terhadap keputusan pembelian, purchase intention berpengaruh positif dan signifikan terhadap keputusan pembelian.

Dina Aminatul Lafidah, Business Administration Study Program, Yudharta University Pasuruan, 29 July 2024. The Influence of Brand Love and Halal Labels on Purchase Intention and Purchase Decisions for Wardah products at Shopee @Wardah Official.This research aims to determine the influence of brand love and halal labels on purchase intention and decisions to purchase Wardah Official products at Shopee. This research uses quantitative methods. The data collection technique uses a questionnaire distributed online via Google Form. The sample in this research was Wardah Official consumers at Shopee with a total sample of 114 respondents taken using the purposive sampling method, namely determining the sample where the people selected as samples were in accordance with the aim of the research. The analysis method used is Partial Least Square (PLS) analysis with the help of the SmartPLS 4.0 application. The results of this research show that brand love has a positive and significant effect on purchase intention, halal label has a positive and not significant effect on purchase intention, brand love has a positive and significant effect on purchasing decisions, halal label has a positive and not significant effect on purchasing decisions, purchase intention has an effect positive and significant on purchasing decisions.