The Impact of Brand Awareness on Purchase Decision: Mediating Effect of Halal logo and Religious beliefs on Halal Food in Malang Indonesia

Sunaryo Sunaryo, Achmad Sudiro

Abstract


The purposes of the study are to explore the effects among brand awareness, halal logo and religious beliefs on purchase decision and mediating effects of halal logo and religious beliefs on brand awareness and purchases decision. The samples of cross-sectional data are collected through a survey from consumer living in Malang Indonesia, and the research adopts path analysis and mediating test to examine the hypotheses. The results are: (a) The relations among the brand awareness, halal logo and religious beliefs for purchase decision are significant and positive effect and (b) halal logo and religious beliefs mediate partially the effects between brand awareness and purchase decision. The study suggests that food businesses ought to build a brand and promote its brand awareness of halal logo through sales promotion, advertising, and other marketing activities. When brand awareness on halal food is high, its decision purchase passes through halal logo and religious beliefs will also increase. Consumers will evaluate the quality of a product from halal food purchase experience.

Aus. J. Isla. Finan. & Busi. Vol 4(1), April 2018, P 28-37

Keywords


Brand Awareness; Halal Logo; Religious Beliefs on Purchase Decision

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