Pengaruh Online Customer Review, Label Halal, dan Country Of Origin terhadap Minat Beli
Abstrak. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh online customer review, label halal, dan country of origin terhadap minat beli kosmetik Safi. Populasi dalam penelitian ini adalah semua mahasiswi di lima Perguruan Tinggi Islam yang ada di Solo Raya, dengan sampel sebanyak 170 responden yang diambil menggunakan metode purposive sampling. Penelitian ini menggunakan metode penelitian kuantitatif dengan teknik analisis data menggunakan Structural Equation Modeling (SEM) dengan bantuan aplikasi AMOS versi 24.0. Penelitian ini menggunakan 4 variabel yakni 3 variabel endogen (independen) dan 1 variabel eksogen (dependen). Variabel endogen terdiri dari online customer review, label halal, dan country of origin. Sedangkan variabel eksogen terdiri dari minat beli. Hasil penelitian menunjukkan bahwa online customer review berpengaruh positif dan signifikan terhadap minat beli, label halal berpengaruh positif dan signifikan terhadap minat beli, sedangkan country of origin berpengaruh negatif dan tidak signifikan terhadap minat beli. Hasil penelitian menunjukkan bahwa minat beli konsumen dapat ditingkatkan dengan cara menumbuhkan minat preferensial konsumen melalui online customer review dan label halal.
Abstract. The purpose of this study was to determine the effect of online customer review, halal label, and country of origin on purchase intention in Safi cosmetics. The population in this study was all female students in five Islamic universities in Solo Raya, with a sample of 170 respondents who was taken using purposive sampling method. This research uses quantitative research methods with data analysis techniques using Structural Equation Modeling (SEM) with the help of the AMOS application version 24.0. This study used 4 variables, namely 3 endogenous (independent) variables and 1 exogenous (dependent) variable. Endogenous variables consist of online customer review, halal label, and country of origin. Meanwhile, the exogenous variables consist of purchase intention. The results showed that online customer review has a positive and significant effect on purchase intention, halal label has a positive and significant effect on purchase intention, while country of origin has a negative and insignificant effect on purchase intention. The results showed that consumer buying interest can be increased by fostering consumer preferential interest through online customer review and halal label.
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