The Influence of Halal Certification, Green Marketing, and Perceived Value on Muslim Women’s Purchase Intentions for Avoskin Skincare Products, Mediated by Trust
DOI:
https://doi.org/10.24252/iqtisaduna.v12i1.65169Keywords:
purchase intention, halal certification, green marketing, perceived value, trustAbstract
This study aims to analyze the effect of halal certification, green marketing, and perceived value on Muslim women’s purchase intention for Avoskin skincare products mediated by trust. This study uses a quantitative approach, with primary data collected via an online questionnaire. The sampling technique used is purposive sampling with a total of 189 respondents. Data analysis was performed using Partial Least Square Structural Equation Modeling (PLS-SEM) with the SmartPLS4 application. The result showed that halal certification and perceived value had a direct effect on consumer trust and purchase intention. Furthermore, trust was not proven to affect purchase intention. In addition, the mediation test result showed that the trust variable was unable to mediate the influence of halal certification, green marketing, and perceived value on purchase intention.
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