PENGARUH HALAL AWARENESS, BRAND TRUST DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN URBAN LIP CREAM MATTE IMPLORA

Abstract

This research aimed to analyze and determine consumers’ purchasing decisions for Implora lip cream. Through a process, the consumers will evaluate and then choose from many choices to decide which the most suitable for their needs. Moreover, Muslims in choosing cosmetics products have to match their activities based on Islamic Syariah, i.e. halal. Besides, their consideration is from brand trust and experience before using the products. Therefore, it was implemented to examine the effect of halal awareness, brand trust, and electronic word of mouth on the consumers’ purchasing decisions for Implora Urban Lip Cream Matte. The population was all Muslim women who had purchased and used Implora Urban Lip Cream Matte, with infinite numbers. Moreover, the research was quantitative with 100 respondents as the sample. The data collection technique used purposive sampling. The result showed that halal awareness had a positive and significant effect on the consumers’ purchasing decisions for Implora Urban Lip Cream Matte. Likewise, brand trust ad a positive and significant effect on consumers’ purchasing decisions. However, electronic word of mouth had a positive but insignificant effect on the consumers’ purchasing decisions for Implora Urban Lip Cream Matte.