Chairunisa, Salsabila (2025) 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). Master thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
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.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | 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. | |||||||||
| Uncontrolled Keywords: | 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 | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 08-Pascasarjana > 61101-Magister Manajemen |
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| Depositing User: | Mrs Salsabila Chairunisa | |||||||||
| Date Deposited: | 02 Aug 2025 03:17 | |||||||||
| Last Modified: | 02 Aug 2025 03:17 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53456 |
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