MAHESWARY, SHAFYRA NABYLA (2025) PENGARUH KESADARAN MEREK, KEPERCAYAAN MEREK, RELIGIOSITAS DAN KESADARAN HALAL PADA MINAT PEMBELIAN SKINCARE SKINTIFIC. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine the influence of brand awareness, brand trust, religiosity, and halal awareness on purchasing interest in Skintific skincare. The research design used in this study is causal with a quantitative approach. The population in this study were skincare skintific users in South Tangerang City and samples were taken as many as 270 respondents using the Hair formula. The sampling technique used was non-probability sampling with a purposive sampling design in this study. The research data in this study are primary data with a data collection method using a questionnaire instrument given with a Likert scale measurement. The data analysis method used PLS (Partial Least Square) with SmartPLS instrument software version 4.0. The results of the study show that brand awareness has a positive and significant effect on purchasing interest, which means that the higher consumer awareness of the Skintific brand, the greater their interest in purchasing the product. Brand trust also has a positive and significant effect on purchasing interest, indicating that the level of consumer trust in the product greatly determines purchasing interest. However, religiosity has a positive and insignificant influence on purchasing interest, so that religious factors play a less role in influencing purchasing interest in Skintific skincare in the region. In addition, halal awareness has a negative and insignificant influence on purchasing interest, indicating that the halal aspect has not become a major factor for consumers in purchasing interest in Skintific skincare products. This study concludes that marketing strategies that focus on increasing brand awareness and brand trust are more effective in increasing purchasing interest in Skintific skincare, while the role of religiosity and halal awareness needs to be studied further to understand the deeper impact. Keywords:Brand Awareness, Brand Trust, Religiosity, Halal Awareness, Purchase Interest, Skintific. Penelitian ini bertujuan untuk menguji Pengaruh Kesadaran Merek, Kepercayaan Merek, Religiusitas, Dan Kesadaran Halal Pada Minat Pembelian Skincare Skintific. Desain penelitian yang digunakan dalam peneltian ini kausal dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pengguna skincare Skintific di Kota Tangerang Selatan dan sampel diambil sebanyak 270 responden dengan menggunakan rumus Hair. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan desain pengambilan sampel dalam penelitian ini purposive sampling. Data penelitian yang ada di dalam penelitian ini adalah data primer dengan metode pengumpulan data menggunakan instrumen kuesioner yangdiberikan dengan pengukuran skala Likert. Metode analisis data menggunakan PLS (Partial Least Square) dengan melalui software instrumen SmartPLS versi 4.0. Hasil penelitian menunjukan bahwa kesadaran merek berpengaruh postif dan signifikan terhadap minat pembelian, yang berarti semakin tinggi kesadaran konsumen terhadap merek Skintific, semakin besar minat mereka untuk membeli produk tersebut. Kepercayaan merek juga berpengaruh positif dan signifikan terhadap minat pembelian, menunjukan bahwa tingkat kepercayaan konsumen terhadap produk sangat menentukan minat pembelian. Namun, religiositas memiliki pengaruh positif dan tidak signifikan terhadap minat pembelian, sehingga faktor keagamaan kurang berperan dalam mempengaruhi minat pembelian skincare Skintific di wilayah tersebut. Selain itu, kesadaran halal berpengaruh negative dan tidak signifikan terhadap minat pembelian, menunjukan bahwa aspek halal belum menjadi faktor utama bagi konsumen dalam minat pembelian produk skincare skintific.penelitian ini menyimpulkan bahwa strategi pemasaran yang berfokus pada peningkatan kesadaran merek dan kepercayaan merek lebih efektif dalam meningkatkan minat pembelian skincare Skintific, sementara peran religiositas dan kesadaran halal perlu dikaju lebih lanjut untuk memahami dampak yang lebih mendalam. Kata Kunci: Kesadaran Merek, Kepercayaan Merek, Religiusitas, Kesadaran Halal, Minat Pembelian, Skintific.
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