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Abstrak :
Penelitian ini bertujuan untuk menganalisis pengaruh halal brand personality terhadap repurchase intention dan menganalisis dimensi halal brand personality yang paling mempengaruhi repurchase intention merek kosmetik Wardah di wilayah Jakarta. Jenis penelitian ini ialah penelitian kuantitatif dengan teknik pengumpulan data survei dan studi kepustakaan. Survei dilakukan terhadap 100 responden wanita yang pernah membeli kosmetik Wardah sebanyak satu kali, mengetahui produk halal, mengetahui kosmetik merek Wardah merupakan produk halal dan berdomisili di Jakarta. Hasil penelitian menemukan terdapat pengaruh halal brand personality terhadap repurchase intention sebanyak 59, dengan dimensi sophistication pada halal brand personality menjadi dimensi yang paling mempengaruhi repurchase intention. ......This research aims to analyze the effect of halal brand personality on repurchase intention and analyze the halal dimension of brand personality that most influence repurchase intention of Wardah cosmetic brand in Jakarta. This type of research was quantitative research with survey for data collection techniques and literature study. The survey was conducted on 100 female respondents who bought Wardah cosmetics once, knew halal product, knew Wardah brand cosmetics as halal product and domiciled in Jakarta. The result of the research found that there is influence of halal brand personality to repurchase intention as much as 59, with dimension of sophistication on halal brand personality found as the dimension that most influence repurchase intention.

Abstrak :
Halal lifestyle meluas dari sektor makanan ke sektor non-food. Beberapa produk non-food menjadi pelopor sebagai ‘produk bersertifikasi halal pertama’ dalam kategorinya. Penelitian ini melihat attitude dan purchase intention terhadap halal branding pada produk non-food, dengan menggunakan theory of reasoned action. Penelitian kuantitatif ini diuji pada wanita milenial melalui survei online dan LISREL dengan Structural Equational Model (SEM). Model ini menilai pengaruh religiosity, knowledge, subjective norm, dan product quality terhadap attitude; serta pengaruh attitude terhadap purchase intention. Hasilnya menunjukkan efek signifikan pada attitude terhadap purchase intention, juga efek signifikan pada hubungan antara religiosity, subjective norm, dan product quality terhadap attitude ......The Halal lifestyle's prominence extends from food to non-food sectors. Some non-food products become the pioneers as 'First Halal-Certified' in their category. This research investigates purchase intention for halal branding in non-food products using the theory of reasoned action. This quantitative research tested on millennial women via online surveys and LISREL to analyzed Structural Equational Model. The model assesses religiosity, knowledge, subjective norms, and product quality on attitude; and the effect of attitude on purchase intention. The results show significant effect on attitude towards purchase intention, also significant effect for relationships between religiosity, subjective norm, and product quality towards attitude.

Abstrak :
ABSTRAK
Indonesia memiliki pasar yang potensial bagi industri halal mengingat populasi Muslim di Indonesia adalah yang terbesar di dunia. Untuk menarik perhatian konsumen Muslim, beberapa perusahaan kosmetik menerapkan halal branding sebagai salah satu strategi pemasaran untuk memperoleh market share pasar industri kosmetik Indonesia. Namun, dari sudut pandang konsumen, halal bukan merupakan hal utama yang menjadi pertimbangan ketika membeli produk kosmetik. Hal tersebut bertentangan dengan fakta bahwa agama merupakan sesuatu yang penting bagi masyarakat Indonesia dan hal tersebut mempengaruhi perilaku konsumsi mereka. Penelitian ini berusaha untuk mempelajari peran orientasi keagamaan dalam memperkuat pengaruh kredibilitas merek terhadap loyalitas pelanggan kosmetik dengan halal branding. Kuesioner disebarkan secara online ke wilayah-wilayah di Indonesia dan diperoleh 515 responden. Structural equation modelling diterapkan untuk mengevaluasi hubungan antar variabel. Penelitian ini menemukan kepercayaan dan kualitas yang dirasakan secara signifikan memiliki pengaruh positif terhadap kredibilitas merek serta kredibilitas merek terhadap loyalitas pelanggan. Selain itu terdapat peran mediasi kredibilitas merek pada pengaruh kepercayaan dan kualitas yang dirasakan terhadap loyalitas pelanggan. Penelitian ini juga menemukan adanya peran moderasi orientasi keagamaan pada pengaruh kepercayaan dan kualitas yang dirasakan terhadap kredibilitas merek.

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ABSTRACT
Indonesia has a potential market for the halal industry since Indonesia has the largest Muslim population in the world. To attract Muslim consumer, some cosmetic companies apply halal branding as one of their marketing strategies because it could help them to gain Indonesian cosmetics industry market share. However, from the consumers point of view, halal is not their primary consideration when they buy a cosmetic product. It is contrary to the fact that religion has been considered as an important aspect for Indonesian that also influences consumer behavior. This research is trying to study the role of religious orientation in strengthening the effect of brand credibility on customer loyalty to cosmetics with halal branding. Questionnaires were distributed online to regions in Indonesia, and 515 respondents were collected. Structural equation modelling (SEM) was applied to evaluate the hypothesized relationships between variables. The study found that there is a significant and positive effect of trustworthiness and perceived quality on brand credibility, as well as brand credibility on customer loyalty. Additionally, there is a mediating effect of brand credibility in the relationships between trustworthiness and perceived quality with customer loyalty. This research also found a moderating effect of religious orientation on the relationships between trustworthiness and perceived quality with brand credibility.

Abstrak :
Jumlah Muslim di Dunia adalah yang terbesar kedua setelah Kristen, dan di Indonesia, Islam adalah agama mayoritas penduduknya. Dalam memilih produk untuk dikonsumsi, umat Islam memiliki pertimbangan khusus dan menyesuaikannya dengan ketentuan agama mereka, atau apa yang disebut halal. Meski begitu, belum banyak penelitian ilmiah yang mengeksplorasi peran merek halal yang sangat identik dengan umat Islam. Penelitian ini mencoba menguji ulang sebelumnya yang dilakukan oleh Ali et al. (2017) untuk mencari jawaban atas hubungan merek halal dengan niat pembelian kembali dari konsumen di Indonesia. Di sisi lain, penelitian ini juga berupaya melihat pengaruh Citra Negara yang merupakan produsen produk yang dikonsumsi. Penelitian ini diuji pada 252 responden yang merupakan konsumen dari beberapa Restoran Ramen di Jakarta, Indonesia dari bulan Maret hingga Mei 2020. Kemudian, semua data yang diperoleh diproses menggunakan aplikasi LISREL 8.51. Temuan pada hasil penelitian mengungkapkan bahwa secara umum konstruksi merek halal memiliki pengaruh positif dan signifikan terhadap niat pembelian kembali. Selain itu, citra negara dari Jepang ternyata memiliki pengaruh positif dan signifikan terhadap citra dari merek halal. Akan tetapi, hal tersebut tidak secara signifikan berpengaruh terhadap variabel niat pembelian ulang. ......The number of Muslims in the World is the second largest after Christianity, and in Indonesia, Islam is the majority religion of its population. In choosing a product to consume, Muslims have special considerations and adapt it to the provisions of their religion, or what is called of halal. Even so, not many scientific studies that have explored the role of the halal brand which is very identical with Muslims. This study tried to do the same thing with previous research conducted by Ali et al. (2017) to seek answers to the halal brand relationship with repurchase intentions from consumers in Indonesia. On the other hand, this research also seeks to see the influence of the Country Image which is the producer of the consumed product. This study was tested on 252 respondents who were consumers of several Ramen Restaurants in Jakarta, Indonesia from March to May 2020. Then, all data obtained were processed using LISREL 8.51. The findings of this study reveal that in general halal brand construction has a positive and significant effect on repurchase intention. In addition, the country's image from Japan turned out to have a positive and significant influence on halal brand image but not significantly to repurchase intention.