Electronic Theses and Dissertation

Abstract this research aims to measure the effect of halal label, celebrity endorsement, and e-wom towards repurchase intention and mediating by e-trust on wardah customer in banda aceh. data were collected through a survey of 150 respondents as sample to represents the research population and used a questionnaire as the data collection instrument. the sampling technique used in this research was purposive sampling. structural equation modeling (sem) was used as analytical method to determine the effect between the variables involved. the results found that celebrity endorsement and e-wom affect repurchase intention. halal label, celebrity endorsement, and e-wom affected e-trust. however, e-trust can’t be mediated between all the independent variables and dependent variable. keyword: repurchase intention, e-trust, halal label, celebrity endorsement, ewom.

-