PENGARUH LABELISASI HALAL DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI

Abstract

This research is aimed to find out halal labeling and brand image has influence to the purchasing decisionwhich is mediated by buying interest. The population is all customers who have ever bought the products of Wardah in Surabaya. The sampling technique has been done by usingpurposive sampling andthe numbers of samples are 100 respondents. The analysis technique has been done by using path analysis method. The result of the test shows that halal labeling is proven to have significant and positive influence on purchasing decision whereas brand image is proven to have significant influence on purchasing decisions. The halal labeling is not proven to have significant and positive influence on buying interest. The buying interest has significant and positive influence on purchasing decisions. These result of the test shows that the magnitude of the indirect influence of halal labeling and brand image on purchasing decisions through buying interest is smaller than the direct influence of halal labeling and brand image on purchasing decisions.
Keywords: Halal labeling, brand image, buying interest and purchasing decisions.