Geraldine, Canny and Adam, M. Riyadh Rizky (2018) Analysis The Factors Affecting Repeat Purchase Intention Through Brand Trust (A Case Study Of Wardah Lipstick For Non-Muslim Segment). Bachelor thesis, Swiss German University.
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Abstract
The growth of Muslim population along with cosmetics industry makes the needs of Halal cosmetics is increasing. Halal concepts itself commonly concerns the Muslim consumers. Wardah as the pioneer of Muslim cosmetic brand, in fact the brand also enjoyed with nonMuslim segment with 40% consumers. This research aims to investigate the affecting factors on repeat purchase intentions through brand trust. The model was tested using structural equation model in LISREL ver 8.8. This research used questionnaire survey method to collect data from 140 consumers of Wardah who are non-Muslim. All hypotheses are accepted, that celebrity endorsement credibility, halal labelling, brand image, perceived quality have significant relationship towards brand trust and brand trust has significant relationship towards repeat purchase intentions.
| Item Type: | Thesis (Bachelor) |
|---|---|
| Uncontrolled Keywords: | Celebrity Endorsement Credibility; Halal Labelling; Brand Image; Perceived Quality; Brand Trust |
| Subjects: | H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel H Social Sciences > HF Commerce > HF5823 Branding (Marketing) |
| Divisions: | Faculty of Business Administration and Communication > Department of Business Administration |
| Depositing User: | Astuti Kusumaningrum |
| Date Deposited: | 19 May 2020 02:01 |
| Last Modified: | 19 May 2020 02:01 |
| URI: | http://repository.sgu.ac.id/id/eprint/542 |
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