THE EFFECT OF HALAL AWARENESS AND PERCEIVED QUALITY ON THE DECISION TO PURCHASE SNACKS WITH BRAND IMAGE AS A MEDIATION VARIABLE

THE EFFECT OF HALAL AWARENESS AND PERCEIVED QUALITY ON THE DECISION TO PURCHASE SNACKS WITH BRAND IMAGE AS A MEDIATION VARIABLE

halal, purchase decision, millennial, Muslim

The global Islamic market may be due to the fact that the growth rate of the Muslim population is almost double that of the Christians and is expected to double in the span of four decades. These conditions make many companies currently target sales to the Muslim consumer segment to take advantage of the available opportunities. This study aims to determine the effect of halal awareness and perceived quality on Muslim millennial purchasing decisions through brand image as an intervening variable. The study used a causal associative method with a quantitative approach. The
sample used was 250 respondents from Muslim millennials throughout Indonesia who had consumed snacks. The hypothesis was tested using a Structural Equation Model (SEM) based on Partial Least Square (PLS). Based on the test results, it is known that halal awareness and perceived quality affect brand image and purchasing decisions. The brand image was found to mediate the variables of halal awareness and perceived quality of purchasing decisions. The implication of this research formarketers and producers of snack foods is as input in designing a more appropriate marketing strategy supported by Muslim millennial halal awareness.

Juniwati, Rizqi Maghribi

DOI : http://dx.doi.org/10.26418/jebik.v11i1.51179

Univ. Tanjungpura

29-04-2022

Sri Wahyuni

P-ISSN : 2087-9954, E-ISSN : 2550-0066

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Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK) Univ. Tanjungpura 2022