PENGARUH PEMBERIAN LABEL HALAL, CITRA MEREK, DAN KUALITAS MULTIVITAMIN TERHADAP MINAT PEMBELIAN KONSUMEN DENGAN TINGKAT KEPERCAYAAN SEBAGAI VARIABEL INTERVENING (STUDI KASUS PRODUK REDOXON DI JABODETABEK)

Abstract

The main benefit of branding is that customers are far more likely to remember businesses that are marketed to consumers. Strong brand names and logos or images help maintain the company's image in the minds of potential customers. A strong brand will project large and established business images to prospective customers. The purpose of this study was to determine the influence of halal labels, brand image and multivitamin quality on purchasing intentions and the level of trust in consumers' purchases of Redoxon. The questionnaire with a close-ended design was used as a research instrument, and as many as 150 respondents were sampled in the study. The SEM (structural Equation Model) method is used as a data analysis technique, the AMOS program version 20 is used to analyze the data obtained after the study. This study shows that halal labels, brand image, and multivitamin quality proved to have an influence on consumer purchase intention and the level of trust in Redoxon at JABODETABEK. Then the results of the study also show that the level of trust and brand image dominates the influence on the buying interest of Redoxon consumers in JABODETABEK.