PENGARUH HALAL PRODUCT AWARENESS , GREEN BRAND IMAGE, DAN GREEN CAMPAIGN TERHADAP REPURCHASE INTENTION PRODUK KOSMETIK MEREK WARDAH

SUWANDI, AMELIA ANISA (2026) PENGARUH HALAL PRODUCT AWARENESS , GREEN BRAND IMAGE, DAN GREEN CAMPAIGN TERHADAP REPURCHASE INTENTION PRODUK KOSMETIK MEREK WARDAH. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of Halal Product Awareness , Green Brand Image, and Green Campaigns on Repurchase Intention for Wardah cosmetic products. The background of this study is based on increasing consumer awareness of halal products and environmental issues, as well as increasingly fierce competition in the cosmetics industry, which drives companies to maintain consumer repurchase interest. This study uses a quantitative approach with a questionnaire method. The sampling technique used was purposive sampling with a sample size of 119 respondents based on G*Power calculations, with the respondent criteria being consumers who had previously purchased and used Wardah products. The data obtained were analyzed using Partial Least Squares (PLS)-based Structural Equation Modeling (SEM) with the assistance of SmartPLS 4.0 software. The results indicate that Halal Product Awareness has a positive but insignificant effect on Repurchase Intention for Wardah cosmetic products. Meanwhile, Green Brand Image and Green Campaigns have positive and significant effects on Repurchase Intention for Wardah cosmetic products. Keywords: Halal Product Awareness , Green Brand Image, Green Campaigns, Repurchase Intention, Wardah. Penelitian ini bertujuan untuk menganalisis pengaruh Kesadaran Produk Halal, Citra Merek Hijau, dan Kampanye Hijau terhadap Niat Beli Ulang produk kosmetik Wardah. Latar belakang penelitian ini didasari oleh meningkatnya kesadaran konsumen terhadap produk halal dan isu lingkungan, serta semakin ketatnya persaingan dalam industri kosmetik yang mendorong perusahaan untuk mempertahankan minat pembelian ulang konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode kuesioner. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan sampel sebanyak 119 responden berdasarkan perhitungan G*Power, dengan kriteria responden yaitu konsumen yang pernah membeli dan menggunakan produk Wardah. Data yang diperoleh dianalisis menggunakan metode Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) dengan bantuan perangkat lunak SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Kesadaran Produk Halal berpengaruh positif namun tidak signifikan terhadap Niat Beli Ulang produk kosmetik Wardah. Sementara itu, Citra Merek Hijau dan Kampanye Hijau berpengaruh positif dan signifikan terhadap Niat Beli Ulang produk kosmetik Wardah. Kata Kunci: Kesadaran Produk Halal, Citra Merek Hijau, Kampanye Hijau, Niat Beli Ulang, Wardah.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43122010290
Uncontrolled Keywords:	Kesadaran Produk Halal, Citra Merek Hijau, Kampanye Hijau, Niat Beli Ulang, Wardah.
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 324 Political Process/Proses Politik > 324.5 Campaigns for Nominations/Kampanye 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya > 668.5 Parfumes and Cosmetics/Teknologi Parfum, Minyak Wangi dan Kosmetik
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	23 Sep 2026 14:25
Last Modified:	23 Sep 2026 14:25
URI:	http://repository.mercubuana.ac.id/id/eprint/104088

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