Pengaruh Online Customer Review, Label Halal, dan Country Of Origin terhadap Minat Beli
Abstract
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.
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