Analisis Faktor-Faktor yang Memengaruhi Repurchase Intention Konsumen Produk Face Wash Halal di Kota Bogor

Abstract

Pertumbuhan pesat industri skincare halal di Indonesia diiringi oleh tingginya peredaran kosmetik ilegal seperti Kota Bogor yang tercatat sebagai wilayah dengan temuan tertinggi ketiga di Indonesia (BPOM RI 2025) sehingga berpotensi menurunkan minat beli ulang konsumen. Penelitian ini bertujuan menganalisis karakteristik konsumen serta pengaruh Islamic branding, Islamic advertising, consumer religiosity, dan kepercayaan konsumen terhadap repurchase intention produk face wash halal di Kota Bogor, dengan harga, kualitas produk, dan word of mouth sebagai variabel kontrol. Penelitian menggunakan pendekatan kuantitatif deskriptif dengan metode regresi logistik ordinal menggunakan aplikasi SPSS. Hasil penelitian menunjukkan bahwa consumer religiosity dan harga berpengaruh signifikan terhadap repurchase intention, sedangkan Islamic branding, Islamic advertising, kepercayaan konsumen, kualitas produk, dan word of mouth tidak berpengaruh signifikan terhadap repurchase intention.

The rapid growth of the halal skincare industry in Indonesia has been accompanied by a high prevalence of illegal cosmetics; Bogor is recorded as the region with the third-highest number of such findings in Indonesia (BPOM RI 2025), which has the potential to reduce consumers’ repurchase interest. Therefore, the implementation of marketing strategies based on Islamic values is considered important for building Muslim consumers’ purchasing interest. This study analyze consumer characteristics and the influence of Islamic branding, Islamic advertising, consumer religiosity, and consumer trust on the repurchase intention for halal face wash products in Bogor City, with price, product quality, and word of mouth serving as control variables. The study employed a descriptive quantitative approach using ordinal logistic regression with SPSS software. The results indicate that consumer religiosity and price have a significant effect on repurchase intention, whereas Islamic branding, Islamic advertising, consumer trust, product quality, and word-of-mouth do not have a significant effect on repurchase intention.