Halal Awareness terhadap Keputusan Pembelian melalui Brand Trust sebagai Variabel Mediasi pada Produk Wardah di Kota Makassar

Nulthazam Sarah; Azlan Azhari; Kristina Parinsi

Authors

Nulthazam Sarah Universitas Negeri Makassar
Azlan Azhari Universitas Negeri Makassar
Kristina Parinsi STIEM Bongaya

Keywords:

Halal Awareness, Brand Trust, Keputusan Pembelian, Wardah

Abstract

Industri kosmetik halal di Indonesia tumbuh pesat, dengan Indonesia menempati posisi kedua konsumen kosmetik halal terbesar dunia senilai USD 5,4 miliar pada 2022, namun penelitian terdahulu belum banyak menguji secara komprehensif mekanisme psikologis yang menjembatani halal awareness dengan keputusan pembelian, khususnya pada merek lokal Wardah di Kota Makassar. Penelitian ini bertujuan menganalisis pengaruh halal awareness terhadap keputusan pembelian produk Wardah, baik secara langsung maupun melalui brand trust sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif asosiatif dengan survei terhadap 150 pengguna produk Wardah di Kota Makassar yang dipilih melalui purposive sampling, dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Square (SEM-PLS) dengan SmartPLS 4.0. Hasil menunjukkan halal awareness berpengaruh positif dan signifikan terhadap brand trust (β = 0,715) dan keputusan pembelian (β = 0,326), brand trust berpengaruh positif dan signifikan terhadap keputusan pembelian (β = 0,459), serta memediasi secara parsial hubungan halal awareness dan keputusan pembelian (VAF = 50,2%). Temuan ini memberikan kontribusi ilmiah dengan menegaskan brand trust sebagai mekanisme kognitif-afektif yang mengonversi kesadaran halal menjadi tindakan pembelian pada konteks kosmetik halal lokal yang belum banyak diuji sebelumnya. Disimpulkan bahwa penguatan kesadaran halal konsumen perlu diimbangi strategi penguatan kepercayaan merek agar keputusan pembelian produk kosmetik halal dapat dioptimalkan secara berkelanjutan.

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