%A Fify Alayfia
%L eprintuntirta50342
%K Online Customer Review, Halal Awareness, Brand Trust, Purchase
Decision.
Online customer review, Halal awareness, Brand trust, Purchase
decision.
%T 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)
%O 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.
%I UNIVERSITAS SULTAN AGENG TIRTAYASA
%X 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.
%D 2025