Electronic Theses and Dissertation

Tujuan penelitian menganalisis pengaruh religiusitas, pengetahuan halal, dan sikap konsumen terhadap minat beli kosmetik impor dengan e-wom sebagai variabel mediasi di banda aceh dengan sampel sebanyak 120 responden. teknik pengambilan sampel menggunakan non probability sampling dan jenis pengambilan sampel menggunakan purposive sampling. instrumen penelitian ini menggunakan kuesioner dengan skala likert. uji persyaratan dilakukan dengan uji validitas dan uji reliabilitas serta uji model measurement. teknik analisis data yang digunakan adalah analisis structural equation modeling (sem). hasil penelitian ini bahwa religiusitas, pengetahuan halal dan sikap konsumen berpengaruh positif terhadap e-wom. selanjutnya religiusitas, pengetahuan halal, sikap konsumen berpengaruh positif terhadap minat beli. selanjutnya e-wom mampu memediasi pengaruh religiusitas, pengetahuan halal dan sikap konsumen terhadap minat beli produk kosmetik impor pada mahasiswa di banda aceh. oleh karena itu perlu peningkatan edukasi dalam pemilihan media sosial dan ulasan (e-wom) sebagai sarana membangun citra positif dan informasi kehalalan produk kosmetik. kata kunci: religiusitas, pengetahuan halal, sikap, e-wom, minat beli

The purpose of this study is to analyze the influence of religiosity, halal knowledge, and consumer attitudes on the purchase intention of imported cosmetics with e- WOM as a mediating variable in Banda Aceh with a sample of 120 respondents. The sampling technique used non-probability sampling and purposive sampling. This research instrument used a questionnaire with a Likert scale. The requirements test was carried out with validity and reliability tests as well as measurement model tests. The data analysis technique used was Structural Equation Modeling (SEM) analysis. The results of this study indicate that religiosity, halal knowledge, and consumer attitudes have a positive effect on e- WOM. Furthermore, religiosity, halal knowledge, and consumer attitudes have a positive effect on purchase intention. Furthermore, e-WOM is able to mediate the influence of religiosity, halal knowledge, and consumer attitudes on the purchase intention of imported cosmetic products among students in Banda Aceh. Therefore, it is necessary to increase education in the selection of social media and reviews (e-WOM) as a means of building a positive image and halal information of cosmetic products. Keywords: Religiosity, Halal Knowledge, Attitude, e-WOM, Purchase Intention