The Effect Of Halal Label And Trust On Repurchase Intention With Perceived Usefulness As An Intervening Variable On Halal Food Products In Shopee Marketplace

This study aims to analyze the effect of halal labels and trust on repurchase intention through perceived benefits. This research was conducted on halal food consumers at Shopee Surakarta with a sampling technique using purposive sampling and obtained a total sample of 138 respondents. This study uses four variables which include two independent variables, one dependent variable, and one mediating variable. The independent variables include halal label and trust, the dependent variable is repurchase intention, and perceived usefulness as a mediating variable. Analysis of the data used is a quantitative research method using Structural Equation Modeling (SEM) with SmartPLS 3.0 software. The results of data analysis showed that halal labels have a significantly higher positive effect on perceived usefulness and repurchase intentions in the Shopee marketplace compared to trust