An Analysis Of The Relationships Between Halal Brand Image, Halal Brand Loyalty, Halal Brand Trust And Purchase Intention In The Food And Beverage Industry
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Daldiri, Reza Nur Saifullah
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2024-05-16 01:48:36
Abstract :
Beverages and ice cream have emerged as a current trend favored by some consumers. However, research on halal drinks and ice cream in Indonesia is still limited. The purpose of this study is to examine the impact of the halal brand image on halal brand loyalty and halal brand trust, and subsequently, on purchase intention. This research employs a consumer survey to explore the relationships between these variables. The study focuses on respondents who are Muslims and have purchased one of Mixue's products, totaling 208 participants. The analysis method employed in this study is PLS-SEM. The results of the analysis reveal a significant influence of halal brand image on both halal brand loyalty and halal brand trust. Furthermore, halal brand loyalty
Beverages and ice cream have emerged as a current trend favored by some consumers. However, research on halal drinks and ice cream in Indonesia is still limited. The purpose of this study is to examine the impact of the halal brand image on halal brand loyalty and halal brand trust, and subsequently, on purchase intention. This research employs a consumer survey to explore the relationships between these variables. The study focuses on respondents who are Muslims and have purchased one of Mixue's products, totaling 208 participants. The analysis method employed in this study is PLS-SEM. The results of the analysis reveal a significant influence of halal brand image on both halal brand loyalty and halal brand trust. Furthermore, halal brand loyalty
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