PENGARUH LABEL HALAL DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI INTERVENING PADA SARIAYU MARTHA TILAAR

The purpose of this study was to determine the effect of halal label on brand image, the influence of electronic word of mouth on brand image, the influence of brand image on purchase decision, the influence of halal label on purchase decision, the influence of electronic word of mouth on purchase decision, the influence of halal label on purchase decision with brand image as an intervening, the influence of electronic word of mouth on purchase decision with brand image as an intervening of Sariayu Martha Tilaar. Methods of data collection using survey method with the instrument in the form of questionnaire. The object of this study were 200 respondents who have already bought and used products from Sariayu Martha Tilaar. Data analysis using SPSS version 22 and SEM (Structural Equation Model) from LISREL software 8.8. statistic package to process and analyze data of research result. The results of hypothesistesting show: 1 halal label has a significant effect toward brand image, 2) electronic word of mouth has a significant effect toward brand image, 3) brand image has a significant effect toward purchase decision, 4) halal label has significant effect toward purchase decision, 5) electronic word of mouth has significant effect toward purchase decision, 6) halal label has a significant effect toward purchase decision with brand image as an intervening, 7) electronic word of mouth has a significant effect toward purchase decision with brand image as an intervening of Sariayu Martha Tilaar