THE EFFECT OF HALAL LABEL, CELEBRITY ENDORSEMENT, AND ELECTRONIC WORD OF MOUTH (E-WOM) TOWARDS REPURCHASE INTENTION MEDIATED BY ELECTRONIC TRUST (E-TRUST) OF WARDAH CUSTOMERS IN BANDA ACEH
Alya Dara Kirana
Primary Author
mixed material
bibliography
Banda Aceh
Fakultas Ekonomi dan Bisnis (S1)
2022
id
Indonesia
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.
MARKETING MANAGEMENT
658.8
ELECTRONIC THESES AND DISSERTATION Universitas Syiah Kuala
102400
2022-08-11 16:44:30
2022-08-12 09:35:17
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