Pengaruh Label Halal dan Brand Trust terhadap Keputusan Pembelian Masker Wajah Wardah Melalui Minat Beli

Authors

  • Inayatur Rosidah Universitas Perguruan Republik Indonesia
  • Heri Prabowo Universitas Perguruan Republik Indonesia
  • Bayu Kurniawan Universitas Perguruan Republik Indonesia

DOI:

https://doi.org/10.59603/masman.v3i3.932

Keywords:

Halal Label, Brand Trust, Purchase Interest, Purchase Decision, Wardah

Abstract

This study aims to analyze the influence of halal labels and brand trust on purchasing decisions for Wardah face masks through purchasing interest in Semarang City Students. The research method used is quantitative with data collection techniques through distributing questionnaires to 384 respondents who use Wardah face masks among Semarang City students. Data analysis was carried out using the Structural Equation Modeling (SEM) technique with the help of SmartPLS software. The results of this study indicate that halal labels do not have a significant effect on purchasing interest and purchasing decisions, brand trust has a significant effect on purchasing interest and purchasing decisions, in addition, purchasing interest is proven to be significant as an intervening variable for brand trust on purchasing decisions, and purchasing interest does not have a significant effect as an intervening variable for halal labels on purchasing decisions. These findings indicate that trust in a trusted product can increase purchasing interest and ultimately drive purchasing decisions. This study provides implications for companies to build brand trust in order to increase purchasing interest and consumer purchasing decisions, especially among students. In addition, the results of this study are expected to be a reference for further research that discusses consumer behavior in the halal cosmetics industry.

References

Adriana, N. C., & Ngatno, N. (2020). Pengaruh brand image dan brand trust terhadap keputusan pembelian melalui minat beli sebagai variabel intervening (Studi pada konsumen Sariayu Martha Tilaar di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 9(1), 198–208. https://doi.org/10.14710/jiab.2020.26322

Anggilia Ria, M. A. S. E. S. (2023). Pengaruh brand ambassador dan label halal terhadap minat beli produk Wardah di Desa Bayat Ilir Kecamatan Bayung Lencir. Jurnal Publikasi Ilmu Manajemen, 2(1), 37–54.

Apriansyah, R., Putri, M. K., & Sholihat, W. (2021). Pengaruh brand image, brand awareness dan brand trust terhadap minat beli Pepsodent pada mahasiswa konsentrasi kewirausahaan STIE Indragiri Rengat. J-MAS (Jurnal Manajemen dan Sains), 6(2), 357. https://doi.org/10.33087/jmas.v6i2.296

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2018). Principles of marketing (Ed. terbaru).

Awaly, A. H., & Oktoriza, L. A. (2024). Pengaruh brand image, brand trust, dan healthy lifestyle terhadap minat beli Mie Lemonilo pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Dian Nuswantoro Semarang. Jurnal EMT KITA, 8(3), 864–873. https://doi.org/10.35870/emt.v8i3.2619

Bintoro, D. P., Darpito, S. H., Tugiyo, & Oetomo, H. (2022). Pengaruh social commerce, brand image dan brand trust terhadap minat beli. Student Conference on Accounting and Business, 169–180. http://www.jp.feb.unsoed.ac.id/index.php/scoab/article/view/3121

Bulan, T., & Fazrin, K. (2017). Indikator label halal. Jurnal Manajemen dan Keuangan, 6(2), 729–739.

Camelia, M., & Ekawati, C. (2024). Pengaruh label halal, kualitas pelayanan, dan lokasi pelanggan Muslim dengan minat beli sebagai variabel intervening di industri makanan UMKM Kota Ambon Provinsi Maluku. Jurnal Manajemen dan Bisnis, 16, 238–251.

Devianty, A., & Mukhsin, M. (2025). Pengaruh labelisasi halal terhadap keputusan pembelian konsumen dengan minat sebagai variabel intervening pada produk stik kelor (Studi kasus pada produk UMKM stik kelor di daerah Kaloran Kota Serang).

Deviyanti, Latief, F., & Nurhaeda. (2023). Pengaruh label halal, harga, dan kualitas produk terhadap keputusan pembelian brand kosmetik Wardah di Citra Cosmetic Sungguminasa. Malomo: Jurnal Manajemen dan Akuntansi, 1(1), 103–113.

Emanuel, Y., Seda, L., Fanggidae, R. P. C., & Debryana, Y. (2020). Pengaruh brand trust terhadap customer loyalty melalui minat beli ulang sebagai variabel intervening (Studi pada Nasi Konoha di masa pandemi COVID-19). Jurnal Ilmu Ekonomi dan Manajemen, 9, 1271–1282.

Fadila, S. (2025). Pengaruh environmental awareness, brand trust, dan brand image terhadap keputusan pembelian The Body Shop dengan brand loyalty sebagai media intervening. Jurnal Manajemen dan Inovasi, 8(2), 934–954.

Hendradewi, S., Mustika, A., Darsiah, A., Tinggi, S., & Trisakti, P. (2021). Pengaruh kesadaran halal dan label halal terhadap minat beli mie instan Korea pada remaja sekolah di Jakarta. Jurnal Ilmiah Pariwisata, 26(2), 204–212. https://doi.org/10.30647/jip.v26i2

Hidayat, W. G. P. A. (2023). Pengaruh label halal dan kualitas produk terhadap proses keputusan pembelian kosmetik merek Wardah dengan menggunakan brand image sebagai variabel intervening. Jurnal Keislaman, 6(1), 156–173. https://doi.org/10.54298/jk.v6i1.3708

Image, P. B., Brand, E., Terhadap, T., & Pembelian, K. (2023). Brand image, e-WOM. Jurnal Ilmu Ekonomi dan Sosial, 8(1), 30–45.

Downloads

Published

2025-07-02

How to Cite

Inayatur Rosidah, Heri Prabowo, & Bayu Kurniawan. (2025). Pengaruh Label Halal dan Brand Trust terhadap Keputusan Pembelian Masker Wajah Wardah Melalui Minat Beli . MASMAN Master Manajemen, 3(3), 37–48. https://doi.org/10.59603/masman.v3i3.932

Similar Articles

1 2 3 4 > >> 

You may also start an advanced similarity search for this article.