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Pengaruh Halal Labelization dan Religiousity terhadap Purchase Decision Melalui Brand Trust pada Fast Food di Kota Pekanbaru

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This research aims to determine the extent of the influence of halal labelization and religiosity on purchase decisions through brand trust in the fast-food industry in the city of Pekanbaru. This study consists of two independent variables, namely halal labelization and religiosity, and one dependent variable, which is purchase decision, with brand trust as an intervening variable. The analytical method used in this research is path analysis. Data collection for this study was done using a questionnaire filled out by respondents, specifically the residents of Pekanbaru who purchase fast food. The research results obtained through Partial Tests (t-tests) are as follows: a) There is a significant influence of halal labelization on brand trust. b) There is no significant influence of religiosity on brand trust. c) There is no significant influence of halal labelization on purchase decisions. d) There is a significant influence of religiosity on purchase decisions. e) There is a significant influence of brand trust on purchase decisions. f) Brand trust cannot mediate the influence of halal labelization on purchase decisions. g) Brand trust cannot mediate the influence of religiosity on purchase decisions.

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Detail Information

Call Number

Manajemen 658.8342 Ris p

Language

Indonesia

NPM

205210015

Publisher

Manajemen : Universitas Islam Riau., 2023

Keyword(s)

Purchase Decision
Brand Trust
Religiousity
Halal Labelization

Other Information

Petugas

Uthi Kurnia

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