PENGARUH BRAND TRUST, LABEL HALAL, DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH DI YOGYAKARTA

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh brand trust, label halal dan variasi produk terhadap keputusan pembelian produk wardah di Yogyakarta. Penelitian ini dilakukan dengan menggunakan pendekatan kuantitatif. Pengumpulan data sekunder dilakukan dengan mencari informasi dari buku, artikel, jurnal, data dari internet, skripsi penelitian sebelumnya dan pengumpulan data primer dilakukan dengan menyebar kuesioner kepada sampel sebanyak 100 responden. Hasil penelitian membuktikan bahwa (1) brand trust berpengaruh positif dan signifikan terhadap keputusan pembelian produk wardah di Yogyakarta, (2) label halal berpengaruh positif dan signfikan terhadap keputusan pembelian produk wardah di Yogyakarta, (3) variasi produk tidak berpengaruh positif dan signifikan terhadap keputusan pembelian produk wardah di Yogykarta.

This research aims to analyze the influence of brand trust, halal labels and product variations on purchasing decisions for Wardah products in Yogyakarta. This research was conducted using a quantitative approach. Secondary data collection was carried out by searching for information from books, articles, journals, data from the internet, previous research theses and primary data collection was carried out by distributing questionnaires to a sample of 100 respondents. The results of the research prove that (1) brand trust has a positive and significant effect on the decision to purchase Wardah products in Yogyakarta, (2) the halal label has a positive and significant effect on the decision to purchase Wardah products in Yogyakarta, (3) product variety does not have a positive and significant effect on the decision. purchasing Wardah products in Yogykarta.