Pengaruh Electronic Word of Mouth dan Label Halal Terhadap Keputusan Pembelian Produk Skincare Avoskin Dengan Brand Trust Sebagai Variabel Mediasi (Studi Pada Gen Z di Kota Malang)

Abstract

Abstract

This study aims to examine the influence of electronic word of mouth and halal labeling on purchasing decisions of Avoskin skincare through brand trust. The study employs a quantitative model with an explanatory research technique. The population consists of Gen Z individuals residing in the city of Malang, and the sample was determined using the Malhotra formula, resulting in 70 respondents. The study uses data analysis (SEM) with the assistance of SmartPLS 4.0 software. The findings indicate that electronic word of mouth plays a role in influencing purchasing decisions, while halal labeling does not have a significant effect on purchasing decisions. Electronic word of mouth contributes to brand trust, as does halal labeling. However, electronic word of mouth and halal labeling do not affect purchasing decisions through brand trust.

Keywords : Electronic Word of Mouth, Halal Label, Brand Trust, Purchasing Decision