The Role of Switching Barrier to Become Intervening Variables between Brand Image and Trust on User Loyalty Halal Labeled Cosmetics

Abstract

This study aims to determine and analyze the influence of brand image and trust on the loyalty of cosmetics labeled halal users. The problem of this research is the decline in the cosmetic brand image that has halal labeling and the lack of consumer confidence, which causes a decrease in consumer loyalty. Companies also still need to create a barrier to move so that consumers do not switch to competing products. This research was conducted in the city of Medan. The population of this study was 131 people. A sample of 98 respondents. Data analysis using path analysis. The results of the analysis show that brand image and trust have a positive and significant effect on the loyalty of cosmetic users labeled as halal through switching barriers as intervening variables.