Attitude Toward Halal Produk : Perannya dalam Memediasi Pengaruh Halal Awareness dan Halal Label terhadap Keputusan Pembelian Produk Skincare Halal
DOI:
https://doi.org/10.22515/literasi.v4i1.9764Abstract
Tujuan dari penelitian ini adalah untuk menguji hipotesis sikap terhadap produk halal dalam memediasi pengaruh kesadaran halal dan labelisasi halal terhadap keputusan pembelian produk perawatan kulit halal. Penelitian ini menggunakan sampel masyarakat Surakarta dan sekitarnya. Sampel dipilih dengan menggunakan metode non-probability sampling yang berjumlah 100 responden dengan menyebarkan kuesioner secara online. Teknik analisis menggunakan regresi linier berganda yang dibantu dengan program SmartPLS. Hasil penelitian menunjukkan bahwa terdapat pengaruh langsung label halal terhadap sikap pada produk halal dan keputusan pembelian, kemudian kesadaran halal sama sekali tidak berpengaruh terhadap sikap pada produk halal dan keputusan pembelian, baik secara langsung maupun melalui mediator. Sikap terhadap produk halal tidak memediasi kesadaran halal, tetapi memediasi secara parsial pengaruh label halal terhadap keputusan pembelian.
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