Open AccessThe Effect of Halal Products and Brand Image on Purchasing Decisions with Purchase Interest as Mediating Variables
Author(s) -
Wahyu Septianti,
Irma Setyawati,
Dudi Permana
Publication year - 2021
Publication title -
european journal of business and management research
Language(s) - English
Resource type - Journals
ISSN - 2507-1076
DOI - 10.24018/ejbmr.2021.6.6.807
Subject(s) - purchasing , nonprobability sampling , path analysis (statistics) , business , respondent , advertising , brand image , marketing , purchasing decision , computer science , medicine , population , machine learning , political science , law , environmental health
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.