Pengaruh Kesadaran Halal dan Kemudahan Transaksi terhadap Minat Beli Ulang Skincare Skintific di Tiktok Shop dengan Kepuasan Pelanggan sebagai Variabel Mediasi

The Effect of Halal Awareness and Ease of Transaction on Repurchase Interest in Skintific Skincare at Tiktok Shop with Customer Satisfaction as a Mediating Variable

Penelitian ini bertujuan untuk menganalisis pengaruh Kesadaran Halal dan Kemudahan Transaksi terhadap Minat Beli Ulang Skincare Skintific di Tiktok Shop dengan Kepuasan Pelanggan sebagai Variabel Mediasi. Penelitian ini menggunakan pendekatan kuantitaif dengan data primer yang diperoleh melalui penyebaran kuesioner secara online. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah responden sebanyak 150 responden. Analisis data dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan aplikasi SmartPLS versi 4.0. Hasil penelitian menunjukkan bahwa kesadaran halal tidak berpengaruh langsung secara signifikan terhadap kepuasan pelanggan dan minat beli ulang. Sementara itu, kemudahan transaksi berpengaruh langsung terhadap kepuasan pelanggan, tetapi tidak berpengaruh langsung secara signifikan terhadap minat beli ulang. Selain itu ditemukan bahwa variabel kepuasan pelanggan mampu memediasi pengaruh kemudahan transaksi terhadap minat beli ulang, namun tidak dapat memediasi pengaruh kesadaran halal terhadap minat beli ulang.

This study aims to analyze the effect of Kesadaran halal and Ease of Transaction on Repurchase Interest in Skintific Skincare at Tiktok Shop with Customer Satisfaction as a Mediating Variable. This study uses a quantitative approach with primary data obtained through distributing questionnaires online. The sampling technique used was purposive sampling with a total of 150 respondents. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the SmartPLS version 4.0 application. The results showed that kesadaran halal has no significant direct effect on customer satisfaction and repurchase intention. Meanwhile, ease of transaction has a direct effect on customer satisfaction, but does not have a significant direct effect on repurchase intention. In addition, it was found that the customer satisfaction variable was able to mediate the effect of transaction convenience on repurchase intention, but could not mediate the effect of halal awareness on repurchase intention.