Price, Halal Awareness, Halal Label, and Product Quality Effects on Purchase Decisions of Halal-Packaged Foods: The Mediating Role of Brand Image
DOI:
https://doi.org/10.20527/jwm.v13i3.456Keywords:
brand image, halal awareness, halal label, product quality, purchase decisionAbstract
The rapid growth of the halal industry has positioned halal certification and branding as central elements in food marketing. This study examines the effects of price, halal awareness, halal label, and product quality on purchase decisions of halal-packaged foods, with brand image as a mediating variable. A survey was conducted among 96 Muslim consumers in Banjarmasin, Indonesia, and analyzed using structural modeling techniques. The findings reveal that halal awareness and product quality significantly enhance brand image, while price and halal label do not. In turn, brand image strongly influences purchase decisions, confirming its role as a mediator. These results underscore the importance of building strong halal brand associations through consumer awareness and quality improvement, rather than relying solely on price competitiveness or certification logos.
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