Analisis Pengaruh Knowledge, Brand Ambassador Religiosity, Subjective Norm, Product Quality dan Advertising terhadap Repurchase Intention melalui Attitudes towards Halal Cosmetic Products Pelanggan Kosmetik Wardah di Surabaya
Abstract
Beauty has always been a favorite of every woman to be more charming and confident. In fact, each region has a different understanding and standard of beauty. To look beautiful, many ways can be done by women. One of them is to use cosmetics. Cosmetics have existed since time immemorial, but over time, cosmetics have increasingly developed so that they have many different types, especially in Indonesia. Not only cosmetics in general, but also recently Indonesia has been hit with halal cosmetics. This is the right thing for companies to hook the market in Indonesia because Indonesian people are predominantly Muslim. So that makes people aware of the importance of halal cosmetic products in the market.
This study aimed to analyze the effect of Knowledge, Brand Ambassador Religiosity, Subjective Norm, Product Quality and Advertising on Repurchase Intention through Attitudes towards Halal Cosmetic Products Wardah Cosmetics Customers in Surabaya. In this study the sample used was Wardah users who shopped within 3 months and had been using Wardah products for the past 6 months, having seen advertisements with Brand Ambassador Dewi Sandra and aged 18-60 years. This study uses 120 respondents and SPSS 22 to process data.
These empirical findings indicate that the relationship of knowledge has no effect on attitudes towards halal cosmetic products with a regression coefficient of 0.055, brand ambassador ambassador religiosity has an influence on attitudes towards halal cosmetic products with a regression coefficient of 0.146, subjective norm has an influence on attitudes towards halal cosmetic products with regression coefficient of 0.253, product quality has an influence on attitudes towards halal cosmetic products with a regression coefficient of 0.357, advertising has an influence on attitudes towards halal cosmetic products with a regression coefficient of 0.200 and attitudes towards halal cosmetic products has an influence on repurchase intention with a regression coefficient of 0.570