Pengaruh Label “Tasya Farasya Approved” Terhadap Minat Beli Produk Npure Dengan Kepercayaan Merek Sebagai Variabel Moderasi (Studi Pada Mahasiswa Fakultas Ekonomi Universitas Garut Jurusan Manajemen)
DOI:
https://doi.org/10.35870/jemsi.v12i5.6881Keywords:
“Tasya Farasya Approved” Label, Brand Trust, Purchase Intention, SEM-PLS, NPUREAbstract
This study aims to examine the influence of the “Tasya Farasya Approved” label on purchase intention for NPURE products, with brand trust serving as the moderating variable. A quantitative approach was employed through a survey method, distributing questionnaires to 91 respondents consisting of Management Study Program students from the Faculty of Economics at Garut University, selected via purposive sampling technique. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS software. The findings indicate that the “Tasya Farasya Approved” label does not exhibit a significant direct effect on purchase intention. However, brand trust significantly moderates the relationship between this label and purchase intention. This implies that the impact of influencer credibility on consumer purchase intention is strengthened when consumers possess a high level of trust in the brand. Therefore, enhancing brand trust is a critical factor in maximizing the effectiveness of influencer endorsements in influencing consumer buying behavior.
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