Pengaruh Ethical Branding, Transparansi Perusahaan, dan Kepercayaan Konsumen terhadap Keputusan Pembelian Produk Wardah di Kalangan Mahasiswa Universitas Negeri Makassar
DOI:
https://doi.org/10.31004/riggs.v4i4.3653Keywords:
Ethical Branding, Transparansi Perusahaan, kepercayaan konsumen, Keputusan Pembelian, WardahAbstract
Penelitian ini bertujuan untuk mengkaji pengaruh Ethical Branding, Transparansi Perusahaan, dan Kepercayaan Konsumen terhadap Keputusan Pembelian produk kosmetik Wardah pada mahasiswa Universitas Negeri Makassar (UNM). Pendekatan kuantitatif digunakan dalam penelitian ini dengan menerapkan metode survei melalui distribusi kuesioner kepada 100 responden yang dipilih. menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling Partial Least Squares (SEM-PLS) melalui aplikasi SmartPLS. Hasil pengujian model pengukuran menunjukkan bahwa seluruh variabel memiliki tingkat validitas dan reliabilitas yang memadai, ditunjukkan oleh nilai AVE di atas 0,5 serta Cronbach’s Alpha dan Composite Reliability yang melampaui nilai 0,7. Pada model struktural, nilai R-Square sebesar 0,715 mengindikasikan bahwa 71,5% variasi pada Keputusan Pembelian dapat dijelaskan oleh ketiga variabel independen tersebut. Uji hipotesis mengungkapkan bahwa Kepercayaan Konsumen dan Transparansi Perusahaan berpengaruh positif serta signifikan terhadap Keputusan Pembelian, sedangkan Ethical Branding tidak menunjukkan pengaruh yang signifikan. Kepercayaan Konsumen muncul sebagai faktor yang paling kuat dalam mendorong keputusan pembelian. Temuan ini menekankan bahwa pembangunan kepercayaan dan peningkatan transparansi informasi perusahaan memiliki peran yang lebih menentukan dibandingkan strategi branding etis semata. Dengan demikian, hasil Studi ini diharapkan dapat memberikan nilai manfaat bagi pelaku industri kosmetik halal dalam merumuskan strategi pemasaran yang lebih efisien dan terarah pada etika, keterbukaan, dan kepercayaan konsumen.
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Copyright (c) 2025 Romansyah Sahabuddin, Nurul Syafitri, Sholeha Sholeha, Muh Akmal Surkati, Andi Miftahul Khaer
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