Pengaruh Halal Brand Image terhadap Purchase Intention dalam Industri Restoran Waralaba di Indonesia

Authors

  • Nur Ali Astaguna Universitas Trisakti , Indonesia
  • Muhamad Dzakwan Musodiq Universitas Trisakti , Indonesia
  • Willy Arafah Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i3.11858

Keywords:

Altruisme, Kewajiban Moral, Informasi Elektronik dari Mulut Ke Mulut, Citra Merek Halal, Niat Membeli

Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis peran altruism dan moral obligation terhadap electronic word of mouth serta peran electronic word of mouth terhadap halal brand image dan purchase intention pada individu yang pernah makan di restoran waralaba halal di Indonesia. Sampel yang digunakan dalam penelitian ini berjumlah 120 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis dengan menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini adalah: (1) Altruism tidak berpengaruh positif terhadap Electronic Word of Mouth, (2) Moral Obligation berpengaruh positif terhadap Electronic Word of Mouth, (3) Electronic Word of Mouth berpengaruh positif terhadap Halal Brand Image, (4) Electronic Word of Mouth berpengaruh positif terhadap Purchase Intention, dan (5) Halal Brand Image berpengaruh positif terhadap Purchase Intention.

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Published

24-12-2023

How to Cite

Astaguna, N. A., Musodiq, M. D., & Arafah, W. (2023). Pengaruh Halal Brand Image terhadap Purchase Intention dalam Industri Restoran Waralaba di Indonesia. Jurnal Pendidikan Tambusai, 7(3), 30105–30109. https://doi.org/10.31004/jptam.v7i3.11858

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Section

Articles of Research

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