Halal Lifestyle Memediasi Influencer Dan Citra Merek Terhadap Niat Beli Hijab Lafiye

Halal Lifestyle Mediates Influencers and Brand Image on Purchase Intention of Lafiye Hijab

Penelitian ini bertujuan untuk menganalisis pengaruh influencer dan citra merek terhadap niat beli hijab Lafiye melalui halal lifestyle sebagai variabel mediasi. Penelitian ini menggunakan metode kuantitatif dengan data primer yang dikumpulkan melalui kuesioner online. Sampel diambil dengan teknik purposive sampling sebanyak 175 responden, dan data dianalisis menggunakan Structural Equation Modeling-Partial Least Square (SEM-PLS) melalui software SmartPLS 4. Hasil penelitian menunjukkan bahwa influencer dan citra merek berpengaruh signifikan secara langsung terhadap niat beli. Selain itu, influencer dan citra merek juga berpengaruh signifikan terhadap halal lifestyle. Temuan lain menunjukkan bahwa halal lifestyle mampu memediasi pengaruh influencer dan citra merek terhadap niat beli, sehingga dapat disimpulkan bahwa penguatan nilai nilai halal melalui citra merek dan promosi oleh influencer berperan penting dalam meningkatkan niat beli konsumen terhadap produk hijab Lafiye.

This study aims to analyze the influence of influencers and brand image on the purchase intention of Lafiye hijab products, with halal lifestyle as a mediating variable. This research employs a quantitative method using primary data collected through an online questionnaire. The sample was selected using a purposive sampling technique, involving 175 respondents, and the data were analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with the assistance of SmartPLS 4 software. The results show that influencers and brand image have a significant direct effect on purchase intention. Furthermore, influencers and brand image also have a significant effect on halal lifestyle. Another finding reveals that halal lifestyle is able to mediate the influence of influencers and brand image on purchase intention, indicating that strengthening halal values through brand image and influencer promotion plays an important role in increasing consumer purchase intention for Lafiye hijab products.