%0 Thesis
%9 Master
%A Chairunisa, Salsabila
%A Universitas Sultan Ageng Tirtayasa,
%A Fakultas Ekonomi dan Bisnis,
%A Magister Manajemen,
%B Magister Manajemen
%D 2025
%F eprintuntirta:53456
%I Universitas Sultan Ageng Tirtayasa
%K Perceived Product Quality, Brand Trust, Perceived Behavioral Control,  Attitude towards Halal Product, Repurchase Intention  Perceived Product Quality, Brand Trust, Perceived Behavioral  Control, Attitude towards Halal Product, dan Repurchase Intention
%P 198
%T MENINGKATKAN REPURCHASE INTENTION MELALUI  PERCEIVED PRODUCT QUALITY, BRAND TRUST DAN  PERCEIVED BEHAVIORAL CONTROL DENGAN ATTITUDE  TOWARDS HALAL PRODUCT SEBAGAI VARIABEL  MEDIASI  (Studi Pada Skincare Halal Merek Avoskin)
%U https://eprints.untirta.ac.id/53456/
%X The halal beauty industry has experienced significant growth; however, Avoskin,  as a halal skincare brand, continues to face notable fluctuations in its product sales.  To address this, a well-formulated strategy is required to enhance repurchase  intention. Identifying the key factors that influence consumer repurchase behavior  is essential for Avoskin’s marketing efforts. This study aims to examine the influence  of Perceived Product Quality, Brand Trust, Perceived Behavioral Control, and  Attitude towards Halal Products on Repurchase Intention for Avoskin's halal  skincare products. Based on data collected from 207 Avoskin consumers and  analyzed using Structural Equation Modeling (SEM) with SmartPLS version  4.0.9.9, the results indicate that Perceived Product Quality, Brand Trust, and  Perceived Behavioral Control have a positive and significant impact on Attitude  towards Halal Products. Furthermore, Perceived Product Quality, Perceived  Behavioral Control, and Attitude towards Halal Products positively and  significantly influence Repurchase Intention, whereas Brand Trust does not show a  significant effect on Repurchase Intention. Additionally, in the mediation analysis,  Attitude towards Halal Products does not significantly mediate the relationship  between Perceived Product Quality and Repurchase Intention.
%Z Industri kecantikan halal mengalami pertumbuhan yang signifikan, namun skincare  halal merek Avoskin masih menghadapi fluktuasi yang cukup signifikan dalam  penjualan produknya. Oleh karena itu, diperlukan strategi yang tepat untuk  meningkatkan repurchase intention. Penting bagi Avoskin sebagai merek skincare  untuk mengidentifikasi faktor-faktor yang mempengaruhi repurchase intention.  Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Product Quality,  Brand Trust, Perceived Behavioral Control, Attitude towards Halal Product  terhadap Repurchase Intention pada skincare halal merek Avoskin. Penelitian ini  menggunakan 207 responden yang merupakan konsumen Avoskin dan data  dianalisis menggunakan metode Structural Equation Modelling (SEM) dengan  software SmartPLS 4.0.9.9. Hasil penelitian ini menunjukkan bahwa Perceived  Product Quality, Brand Trust, dan Perceived Behavioral Control berpengaruh  positif dan signifikan terhadap Attitude towards Halal Product. Selain itu,  Perceived Product Quality, Perceived Behavioral Control, dan Attitude towards  Halal Product juga terbukti berpengaruh positif dan signifikan terhadap Repurchase  Intention. Sementara itu, Brand Trust tidak menunjukkan pengaruh signifikan  terhadap Repurchase Intention. Pada variabel mediasi, hanya Attitude towards  Halal Product tidak berpengaruh secara signifikan dalam memediasi Perceived  Product Quality terhadap Repurchase Intention.