FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN DALAM MEMBELI KUTEK HALAL PADA MAHASISWI DI KOTA PADANG

Abstract

This study aims to observe the effect of halal awareness and brand image on purchasing decisions for halal nail polish among female students in Padang City, with trust as a mediating variable. Halal nail polish is undoubtedly very different from the nail polish that was previously on the market. So that Muslim women don't have to worry anymore when they want to beautify their nails using nail polish. In this study, research data were obtained by distributing questionnaires to research respondents, namely female students in the city of Padang, as many as 100. The data obtained is then processed using data analysis techniques with the PLS model. The results of the study show that halal awareness and consumer trust have a direct influence on purchasing decisions for halal nail polish. In contrast, the brand image does not directly impact buying decisions. Brand image affects purchasing decisions through consumer trust. This study also found a mediating effect of consumer trust from halal awareness and brand image on the decision to buy halal nail polish among female students in Padang.