The Effect of Halal Products and Brand Image on Purchasing Decisions with Purchase Interest as Mediating Variables

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  •   Wahyu Septianti

  •   Ira Setyawati

  •   Dudi Permana

Abstract

This study aims to know and clarify the influence of halal products and brand image on purchasing decisions with purchase intentions as mediating variables. Respondent – 98 employees (purposive sampling). Data collection is conducted through interviews and questionnaires. The data in the analysis uses path analysis (software SmartPls 3.0). The results of the study showed that:


(1) Halal Products have a significant positive effect on Purchase Intentions.


(2) Brand Image has a significant positive effect on Purchase Intention.


(3) Purchase Intention as a mediator in this study has a significant effect on the Purchase Decision.


(4) Halal products have a significant positive effect on Purchasing Decisions.


(5) Brand Image has a significant positive effect on Purchasing Decisions.


(6) Purchase Intention mediates Halal Products to Purchase Decisions and


(7) Purchase Intention do not mediate Brand Image against Purchasing Decisions.


Keywords: Brand Image, Halal Products, Purchase Decisions, Purchase Intention

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How to Cite
Septianti, W., Setyawati, I., & Permana, D. (2021). The Effect of Halal Products and Brand Image on Purchasing Decisions with Purchase Interest as Mediating Variables. European Journal of Business and Management Research, 6(6), 271–277. https://doi.org/10.24018/ejbmr.2021.6.6.807