The Effects of Halal Label and Brand Image on Purchasing Decisions Through a Mediating Role of Trust

Ika Ananda Ulyanita, Muhammad Husni Mubarok

Abstract


Abstract

This study aims to analyze consumer purchasing decisions for Scarlett Whitening products by considering the halal label and brand image where the level of trust is a mediating variable for both. This study used a quantitative method by collecting primary data through a questionnaire. Questionnaires were distributed online using a purposive sampling method to 100 respondents in Indonesia with certain criteria. The results of the study show that the halal label has a significant effect on trust and purchasing decisions. Brand image has a significant effect on trust and purchasing decisions. Then halal label and brand image through trust have a significant effect on purchasing decisions.

Keywords: Halal Label, Brand Image, Trust, Purchasing Decisions


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References


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Proceeding International Conference of Islamic Economics and Business (ICONIEB)

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