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

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

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Submitted Mar 8, 2021
Published Dec 31, 2021
DOI https://doi.org/10.24018/ejbmr.2021.6.6.807
Abstract viewed = 449 times
Issue
Vol. 6 No. 6 (2021)
Section
Articles

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  •   Wahyu Septianti

    •    Mercu Buana University, Indonesia
  •   Ira Setyawati

    •    Binus University, Indonesia
  •   Dudi Permana

    •    Mercu Buana University, Indonesia

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