THE EFFECT OF BRAND IMAGE, HALAL AWARENESS, CONVENIENCE, AND CONSUMER TRUST ON PRODUCT SELECTION IN TOKOPEDIA
Abstract
Teenagers in this generation make up the majority of consumers on online marketplaces like Tokopedia, which has gained popularity due to its perceived advantages over in-store shopping, including greater efficiency in terms of time and energy. This study aimed to examine the impact of brand image, halal awareness, convenience, and trust on Muslim consumer behavior. The research is explanatory in nature, and the questionnaire used was tested through various methods, including validity, reliability, normality, multicollinearity, heteroscedasticity, multiple linear regression analysis, F test, R² determination, and t test. The findings of this study show that brand image has a positive and significant effect on Muslim consumer behavior when selecting beauty products. However, halal awareness does not significantly influence Muslim consumer behavior in choosing beauty products. Similarly, convenience does not have a significant effect on Muslim consumer behavior in selecting beauty products. On the other hand, trust has a positive and significant impact on Muslim consumer behavior in choosing beauty products
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