Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth dan labelisasi halal terhadap minat beli skincare somethinc dengan brand image sebagai variabel mediasi. adapun objek pada penelitian ini adalah mahasiswi universitas syiah kuala. penelitian ini menggunakan pendekatan kuantitatif, dengan metode penentuan sampel probability sampling dengan teknik proportional random sampling dengan jumlah sampel sebanyak 100 responden. teknik analisis data yang digunakan yaitu path analysis dan uji sobel. berdasarkan hasil analisis penelitian diperoleh hasil bahwa electronic word of mouth dan labelisasi halal berpengaruh positif dan signifikan terhadap minat beli. electronic word of mouth dan labelisasi halal berpengaruh positif dan signifikan terhadap brand image. brand image berpengaruh positif dan signifikan terhadap minat beli. dan hasil uji sobel pada pengaruh tidak langsung menunjukkan bahwa brand image memediasi pengaruh electronic word of mouth dan labelisasi halal tehadap minat beli. kata kunci: electronic word of mouth, labelisasi halal, minat beli, brand image, skincare somethinc

ABSTRACT This study aims to analyze the effect of electronic word of mouth and halal labeling on buying interest in somethinc skincare with brand image as a mediating variable. The object of this research is female students of Syiah Kuala University. This study uses a quantitative approach, with a probability sampling method with proportional random sampling technique with a sample size of 100 respondents. The data analysis technique used is path analysis and sobel test. Based on the results of the research analysis, it is found that electronic word of mouth and halal labeling have a positive and significant effect on purchase intention. Electronic word of mouth and halal labeling have a positive and significant effect on brand image. Brand image has a positive and significant effect on purchase intention. And the results of the sobel test on indirect effects show that brand image mediates the effect of electronic word of mouth and halal labeling on purchase intention. Keywords: Electronic Word Of Mouth, Halal Labeling, Purchase Intention, Brand Image, Skincare Something