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
10.24018/ejbmr.2021.6.6.807

Abstract viewed = 1071 times

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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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