Pengaruh Kualitas Produk, Harga dan Label Halal terhadap Niat Beli Ulang dengan Customer Experience sebagai Variabel Mediasi (Studi Pada Remaja Perempuan Pengguna Kosmetik Emina)

Abstrak

At present, cosmetics have become the main need for women to get their beauty. besides that, the development of cosmetics in Indonesia is also increasing. This makes manufacturers experience intense competition to provide quality cosmetics at competitive prices that already have a halal label from the MUI. Emina is a local cosmetic product that has the most users and very fast sales among other local cosmetic products, supported by Emina's cosmetic products which are still relatively new but can compete with products that have already been established. The purpose of this study was to analyze product quality, price and halal label on repurchase intention with customer experience as a mediating variable in research on young women who use Emina cosmetics. This study used a sample of 210 respondents. The sampling method uses a Likert scale as a measuring tool. The analysis in this study used Path analysis with Amos software version 24. The results showed that product quality, price and halal labels had a positive and significant effect on repurchase intention. The results of this study also show that product quality, price and halal label have a direct and significant effect on repurchase intention through customer experience as a mediating variable. This is also proven in the mediation test which states that the customer experience variable strengthens the influence of product quality, price and halal label variables on repurchase intentions with the results of the mediation role being partially proven.