PE NGARUH ONLINE CUSTOMER REVIEW DAN HALAL AWARENESS TERHADAP PURCHASE DECISION DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Lipstik Wardah di Aplikasi Shopee di Kota Serang)

Alayfia, Fify (2025) PE NGARUH ONLINE CUSTOMER REVIEW DAN HALAL AWARENESS TERHADAP PURCHASE DECISION DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Lipstik Wardah di Aplikasi Shopee di Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

	Text (Skripsi) Fify Alayfia_5551210034_FULLTEXT.pdf Restricted to Registered users only Download (3MB)
	Text (Skripsi) Fify Alayfia_5551210034_01.pdf Restricted to Registered users only Download (1MB)
	Text (Skripsi) Fify Alayfia_5551210034_02.pdf Restricted to Registered users only Download (464kB)
	Text (Skripsi) Fify Alayfia_5551210034_03.pdf Restricted to Registered users only Download (473kB)
	Text (Skripsi) Fify Alayfia_5551210034_04.pdf Restricted to Registered users only Download (793kB)
	Text (Skripsi) Fify Alayfia_5551210034_05.pdf Restricted to Registered users only Download (207kB)
	Text (Skripsi) Fify Alayfia_5551210034_Referensi.pdf Restricted to Registered users only Download (234kB)
	Text (Skripsi) Fify Alayfia_5551210034_Lamp.pdf Restricted to Registered users only Download (484kB)

Abstract

This study aims to determine the role of Brand Trust in mediating factors that influence Purchase Decision among consumers of Wardah Lipstick on the Shopee application in Serang City. The research method used is quantitative with a descriptive approach. Data collection was conducted through questionnaires and literature review. The population in this study consists of residents of Serang City, with a sample size of 170 respondents selected using Convenience Sampling. The data analysis method employed is Structural Equation Modeling (SEM) using the SmartPLS 4 analytical tool. The results of this study indicate that Online Customer Review has a positive and significant influence on Purchase Decision. Halal Awareness has a positive and significant influence on Purchase Decision. Online Customer Review has a positive and significant influence on Brand Trust. Halal Awareness has a positive and significant influence on Brand Trust. Brand Trust has a positive and significant influence on Purchase Decision. Brand Trust successfully mediates the influence of Online Customer Review on Purchase Decision. Brand Trust successfully mediates the influence of Halal Awareness on Purchase Decision.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Lutfi, Lutfi	19671103200511001
Thesis advisor	Satyanegara, Diqbal	198302072006041005

Additional Information:

Penelitian ini bertujuan untuk mengetahui peran Brand trust dalam memediasi faktor – faktor Purchase decision pada konsumen Lipstik Wardah di aplikasi Shopee di Kota Serang. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner serta studi kepustakaan. Populasi dalam penelitian ini yaitu warga Kota Serang dan sampel sebanyak 170 responden dengan penarikan menggunakan Convenience sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4. Hasil penelitian ini menunjukan bahwa Online customer review berpengaruh searah dan signifikan terhadap Purchase decision. Halal awareness berpengaruh searah dan signifikan terhadap Purchase decision. Online customer review berpengaruh searah dan signifikan terhadap Brand trust. Halal awareness berpengaruh searah dan signifikan terhadap Brand trust. Brand trust berpengaruh searah dan signifikan terhadap Purchase decision. Brand trust mampu memediasi pengaruh Online customer review terhadap Purchase decision. Brand trust mampu memediasi pengaruh Halal awareness terhadap Purchase decision.

Uncontrolled Keywords:

Online Customer Review, Halal Awareness, Brand Trust, Purchase Decision. Online customer review, Halal awareness, Brand trust, Purchase decision.

Subjects:

H Social Sciences > HF Commerce
H Social Sciences > HF Commerce

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen

Depositing User:

Fify F Fify Alayfia

Date Deposited:

04 Jul 2025 03:43

Last Modified:

04 Jul 2025 03:43

URI:

http://eprints.untirta.ac.id/id/eprint/50342

Actions (login required)

View Item

Search for collections on EPrints Repository UNTIRTA