The Influence of Brand Awareness, Brand Trust, Religiosity and Halal Awareness on Purchase Interest of Skintific Skincare
DOI:
https://doi.org/10.66755/belacoss.v2i2.193Keywords:
Brand Awareness, Brand Trust, Religiosity, Halal Awareness, Purchase Interest, SkintificAbstract
This study aims to examine the influence of brand awareness, brand trust, religiosity, and halal awareness on the purchase intention of Skintific skincare products. The research method used is causal with a quantitative approach. The population consists of Skintific skincare users in South Tangerang City, with a sample of 270 respondents selected using non-probability purposive sampling based on Hair's formula. Primary data were collected through a questionnaire using a Likert scale and analyzed using Partial Least Square (PLS) method with SmartPLS 4.0 software. The results show that brand awareness and brand trust have a positive and significant effect on purchase intention, while religiosity has a positive but insignificant effect, and halal awareness has a negative and insignificant effect on purchase intention. These findings indicate that increasing brand awareness and brand trust is more effective in stimulating consumers' purchase intention of Skintific products, while the roles of religiosity and halal awareness require further study to understand their deeper impact.
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