Hypothesis Testing : Regression Weights Structural Equation

HYPOTHESIS TESTING : REGRESSION WEIGHTS STRUCTURAL EQUATION Based on the picture above, the structural equation in this study can be made as follows: Structural Equation 1 TRUST =0 .439*HALAL + 0.165*PRODUC T (4,711) (3,567) (3,145) 0,000 0,000 0,002 Based on structural equation-1, it is proven that halal labeling (HALAL), brand image (CITRA), and vitamin quality (PRODUCTS) have a positive and significant effect on the level of trust (TRUST). The halal label variable obtained a coefficient value of 0.439, a CR value of 4.711> 1.96 and a p-value of 0.000 <0.05. The brand image variable obtained a coefficient value of 0.363, a CR value of 3.567> 1.96 and a p-value of 0.000 <0.05. The vitamin quality variable obtained a coefficient value of 0.165, a CR value of 3.145> 1.96 and a p-value of 0.002. Structural Equation 2 INTEREST = 0 0.777 * TRUST 0.363*CITRA + .280 * HALAL + 0 .317 * IMAGE + 0 . 172 * PRODUCT + (4,711) (3,567) (3,145) (3,900) 0,000 0,000 0,011 0,000 Based on the structural-2 equation, it is proven that halal labeling (HALAL), brand image (CITRA), and vitamin quality (PRODUCT), level of trust (TRUST) have a positive and significant effect on purchase intention (INTEREST). The halal label variable obtained a coefficient value of 0.280, a CR value of 4.407> 1.96 and a p-value of 0.000 <0.05. The brand image variable obtained a coefficient value of 0.317, a CR value of 4.352> 1.96 and a p-value of 0.000 <0.05. The vitamin quality variable obtained a coefficient value of 0.172, a CR value of 2.529> 1.96 and a p-value of 0.001. The trust level variable obtained a coefficient value of 0.777, a CR value of 3.900> 1.96 and a p-value of 0.000 < 0.05. Based on Table 6, the first hypothesis shows that the halal label variable on purchase intention produces an influence coefficient of 0.280, a CR value of 4.407> 1.96 and a p-value of 0.000 <0.05. Thus Ho1 is rejected and Ha1 is accepted. It can be concluded that the halal label has a significant effect on consumer purchasing interest in Redoxon. Based on Table 6, the second hypothesis shows that the brand image variable on purchase intention produces an influence coefficient value of 0.317, a CR value of 4.352. > 1.96 and a p-value of 0.000 < 0.05. Thus Ho2 is rejected and Ha2 is accepted. It can be concluded that brand image has a significant effect on consumer purchase interest in Redoxon. Based on Table 6, the third hypothesis shows that the multivitamin quality variable on purchase intention produces an influence coefficient value of 0.172, a CR value of 2.529> 1.96 and a p-value of 0.001. Thus Ho3 is rejected and Ha3 is accepted. It can be concluded that the quality of multivitamins has a significant effect on consumer purchase intention of Redoxon. Based on Table 6, the fourth hypothesis shows that the halal label variable on the level of trust produces an influence coefficient value of 0.439, a CR value of 4.711> 1.96 and a p-value of 0.000 <0.05. Thus Ho4 is rejected and Ha4 is accepted. It can be concluded that the halal label has a significant effect on the level of consumer confidence in Redoxon. Based on Table 6, the fifth hypothesis shows that the brand image variable on purchase intention produces an influence coefficient value of 0.363, a CR value of 3.567> 1.96 and a p-value of 0.000 <0.05. Thus Ho5 is rejected and Ha5 is accepted. It can be concluded that brand image has a significant effect on the level of consumer confidence in Redoxon. Based on Table 6, the sixth hypothesis shows that the multivitamin quality variable is significant to the level of trust resulting in an influence coefficient value of 0.165, a CR value of 3.145> 1.96 and a p-value of 0.002. Thus Ho6 is rejected and Ha6 is accepted. It can be concluded that the quality of multivitamins has a significant effect on the level of consumer confidence in Redoxon. Based on Table 6, the seventh hypothesis shows that the variable level of trust on purchase intention produces an influence coefficient value of 0.777, a CR value of 3.900> 1.96 and a p-value of 0.000 <0.05. Thus Ho7 is rejected and Ha7 is accepted. It can be concluded that the level of consumer confidence has a significant effect on the purchase intention of Redoxon consumers. TEST RESULTS : DIRECT EFFECT, INDIRECT EFFECT, AND TOTAL EFFECT No. Path HALAL à INTEREST 1 2 3 HALAL à TRUST à INTEREST IMAGE à INTEREST IMAGE à TRUST à INTEREST PRODUCTS à INTEREST PRODUCT à TRUST à INTEREST Direct Effect 0,280 0,317 0,172 - Indirect Effect Total Effect 0,439 x 0,777 = 0,341 0,621 0,165 x 0,777 = 0,128 0,445 0,363 x 0,777 = 0,282 0,454 Discussion Based on the results of the research conducted, it is known that the variables of halal labeling, multivitamin quality, and brand image have a significant influence on the level of consumer confidence in Redoxon products. Then the results also show that halal labeling, multivitamin quality, brand image, and level of trust have a significant influence on consumer purchase interest in Redoxon. Referring to the results of the coefficient value, the halal label as one of the variables that dominate the level of consumer confidence in Redoxon products is 0.439, which means that if Redoxon applies a halal label to each product packaging, the level of consumer confidence will increase by 0.439. The results of this study are in line with the findings of research conducted by Sukesti and Budiman24 and Santoso et.al. who also found the influence of the halal label on consumer purchasing decisions.25 Thus, it can be understood that knowledge about halal products for consumers greatly influences their behavior in the decision to consume products. The results showed a significant effect of brand image on the level of trust and purchase intention. Referring to the results of the coefficient value, the brand image variable on the level of trust is 0.165, which means that if Redoxon is able to maintain and improve its brand image as a multivitamin C product to maintain body endurance, the level of consumer confidence will increase by 0.165. However, with regard to brand image, of course this is one of the conditions that will be stored in the memory of consumers when they need multivitamin products to maintain body endurance. So that if Redoxon can maintain this image as one of the providers of multivitamin C products to maintain body endurance, the level of consumer confidence in the brand will increase and in the end there will be interest in making purchases. Then the results showed a significant effect of multivitamin quality or product quality on the level of trust and purchase intention. This indicates that in addition to the application of halal labeling on multivitamin product packaging and brand image, multivitamin quality or product quality is also one of the variables of concern to consumers in deciding to buy. The results of this study are in line with the research findings of Saleem et.al. 26 that product quality has an influence on purchase intention. Thus, to be able to increase public buying interest, especially Redoxon consumers, the quality of the products offered must be a special concern by management in marketing their multivitamin products.