ANALISIS PENGARUH BRAND AWARENESS, NORMA SUBYEKTIF, KEYAKINAN LABEL HALAL TERHADAP BRAND ATTITUDE UNTUK MENINGKATKAN MINAT BELI ULANG KOSMETIK MEREK WARDAH (Studi Kasus Pada Pelanggan Kosmetik Merek Wardah di Kota Semarang)

Abstract

This study aims to obtain empirical evidence of the influence of brand awareness , subjective norms , beliefs about the halal label on brand attitude and to obtain empirical evidence on the effect of brand attitude and purchase interest reset . This type of research is a case study with correlative approach . The sample was consumer Wardah cosmetics brand in Semarang numbered 150 people . Data collection techniques are performed using a questionnaire . The questionnaire is enclosed questionnaire using a grading scale of 1-10 is an answer from strongly disagree to strongly agree . The research data were analyzed using path analysis with multiple linear regression . The results showed subjective norms , and beliefs about the halal labeling positive effect on brand attitude and brand attitude affect buying interest again . While brand awareness is no effect on brand attitude