Pengaruh Brand Attachment, E-Wom, Brand Image, Halal Awareness Terhadap Purchase Decision Produk Skincare Skintific Pada Aplikasi Shopee Di Pemalang

Amarsyah, Deris Wahyu Septyan (2026) Pengaruh Brand Attachment, E-Wom, Brand Image, Halal Awareness Terhadap Purchase Decision Produk Skincare Skintific Pada Aplikasi Shopee Di Pemalang. Undergraduate Thesis thesis, UIN K.H. Abdurrahman Wahid Pekalongan.

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Abstract

Perkembangan industri skincare di Indonesia yang pesat, didukung oleh meningkatnya penggunaan e-commerce, mendorong perusahaan seperti Skintific untuk memahami faktor-faktor yang memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan menganalisis pengaruh Brand Attachment, Electronic Word of Mouth (e-WOM), Brand Image, dan Halal Awareness pada keputusan pembelian produk Skintific melalui Shopee pada konsumen Muslim di Kabupaten Pemalang. Penelitian ini penting dilakukan karena masih terbatasnya kajian simultan keempat variabel tersebut, terutama Brand Attachment dan Halal Awareness, pada produk skincare impor di konteks konsumen Muslim daerah, serta adanya inkonsistensi hasil penelitian terdahulu mengenai pengaruh e-WOM dan peran halal awareness. penelitian terdahulu mengenai pengaruh e-WOM dan peran halal awareness. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Sampel diambil dengan teknik purposive sampling dan data dianalisis menggunakan SEM-PLS berbantuan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Brand Attachment, e-WOM, Brand Image, dan Halal Awareness berpengaruh positif dan signifikan pada keputusan pembelian. Temuan ini memperkuat Theory of Planned Behavior (TPB), bahwa sikap, keyakinan, dan informasi konsumen memengaruhi perilaku pembelian. Semakin kuat keterikatan emosional, semakin positif informasi, semakin baik citra merek, dan semakin tinggi kesadaran halal, maka semakin tinggi keputusan pembelian. Secara praktis, hasil ini diharapkan menjadi masukan bagi Skintific untuk memperkuat hubungan konsumen, mengoptimalkan pemasaran digital, menjaga citra merek, serta meningkatkan edukasi kehalalan produk. Kata kunci: Keputusan Pembelian, Skintific, Shopee.   ABSTRACT The rapid growth of the skincare industry in Indonesia, supported by the increasing use of e-commerce, has encouraged companies such as Skintific to understand the factors influencing consumers' purchasing decisions. This study aims to analyze the influence of Brand Attachment, Electronic Word of Mouth (e-WOM), Brand Image, and Halal Awareness on the purchasing decisions of Skintific skincare products through Shopee among Muslim consumers in Pemalang Regency. This research is important due to the limited simultaneous studies on these four variables, particularly Brand Attachment and Halal Awareness, on imported skincare products in the context of Muslim consumers in regional areas, as well as the inconsistent findings from previous studies regarding the effect of e-WOM and the role of halal awareness. This research employs a quantitative approach with a survey method. Samples were selected using purposive sampling technique, and data were analyzed using SEM-PLS with SmartPLS 4.0. The results show that Brand Attachment, e-WOM, Brand Image, and Halal Awareness each have a positive and significant effect on purchasing decisions. These findings reinforce the Theory of Planned Behavior (TPB), which explains that consumers' attitudes, beliefs, and information influence purchasing behavior. The stronger the emotional attachment, the more positive the information received, the better the brand image, and the higher the halal awareness, the higher the purchasing decisions. Practically, these results are expected to provide insights for Skintific to strengthen consumer relationships, optimize digital marketing, maintain brand image, and enhance halal education to improve purchasing decisions. Keywords: Purchasing Decision, Skintific, Shopee.

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