Electronic Theses and Dissertation

abstrak penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth (ewom) terhadap purchase intention produk halal di banda aceh dengan halal brand image sebagai variabel mediasi. penerapan syariat islam di banda aceh menjadikan kehalalan produk sebagai pertimbangan utama, sehingga e-wom berperan dalam membentuk halal brand image dan purchase intention. penelitian ini menggunakan pendekatan kuantitatif dengan metode structural equation modeling–partial least squares (sem-pls) melalui aplikasi smartpls 4.0. data dikumpulkan dari 180 responden konsumen produk halal di banda aceh menggunakan teknik purposive sampling dan kuesioner skala likert. hasil penelitian menunjukkan bahwa e-wom berpengaruh positif dan signifikan terhadap purchase intention dan halal brand image. halal brand image berpengaruh positif dan signifikan terhadap purchase intention. selanjutnya, halal brand image terbukti memediasi pengaruh e-wom terhadap purchase intention secara parsial komplementer, yang berarti e-wom memengaruhi purchase intention baik secara langsung maupun melalui pembentukan halal brand image. temuan ini menunjukkan bahwa minat beli konsumen produk halal di banda aceh lebih kuat dipengaruhi oleh e-wom melalui mekanisme pembentukan citra halal dibandingkan pengaruh langsungnya, sehingga pengelolaan ulasan daring dan penguatan citra halal merek menjadi strategi yang saling melengkapi dalam mendorong purchase intention konsumen. kata kunci: electronic word of mouth, halal brand image, purchase intention produk halal banda aceh

ABSTRACT This study aims to analyze the effect of Electronic Word of Mouth (E-WOM) on Purchase Intention for halal products in Banda Aceh, with Halal Brand Image serving as a mediating variable. The implementation of Islamic law in Banda Aceh makes halal compliance a primary consideration in consumers' purchasing decisions. Therefore, E-WOM plays an important role in shaping Halal Brand Image and influencing consumers' Purchase Intention. This study employed a quantitative approach using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS 4.0. Data were collected from 180 consumers of halal products in Banda Aceh through purposive sampling and a Likert-scale questionnaire. The results indicate that E-WOM has a positive and significant effect on both Purchase Intention and Halal Brand Image. Furthermore, Halal Brand Image has a positive and significant effect on Purchase Intention. The findings also reveal that Halal Brand Image partially and complementarily mediates the relationship between E-WOM and Purchase Intention, indicating that E-WOM influences Purchase Intention both directly and indirectly through the formation of Halal Brand Image. These findings suggest that consumers' Purchase Intention toward halal products in Banda Aceh is more strongly influenced by E-WOM through the mechanism of Halal Brand Image than by its direct effect. Therefore, managing online reviews and strengthening a brand's halal image are complementary strategies for enhancing consumers' Purchase Intention. Keywords: Electronic Word of Mouth, Halal Brand Image, Purchase Intention halal products banda aceh