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All Journal IIJSE Danadyaksa: Post Modern Economy Journal
Wahyu Santoso
Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Effect of Product Quality, Price Affordability, and Brand Equity on Porang Rice Purchase Decisions Through Halal Awareness as a Moderating Variable Dhealzy Rheynanda Syukrillah; Wahyu Santoso; Mirza Andrian Syah
Danadyaksa: Post Modern Economy Journal Vol. 4 No. 1 (2026): Post Modern Economy Journal
Publisher : Yayasan Pendidikan Islam Bustanul Ulum Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69965/danadyaksa.v4i1.334

Abstract

This study aims to analyze the influence of product quality, price affordability, and brand equity on purchase decisions of porang rice through halal awareness in Central Jakarta. Porang rice is an alternative food product with high fiber and low calorie content that has the potential to support food diversification in Indonesia. However, consumer acceptance of porang rice is still relatively varied and influenced by several marketing factors as well as halal considerations. This research used a quantitative approach with a survey method. Data were collected through questionnaires distributed to consumers who had knowledge or experience purchasing porang rice in Central Jakarta using purposive sampling. The variables analyzed consisted of product quality, price affordability, and brand equity as independent variables, halal awareness as a moderating variable, and purchase decision as the dependent variable. Data analysis was conducted using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach through SmartPLS software. The results showed that product quality, price affordability, and brand equity have a significant effect on purchase decisions. These findings indicate that marketing factors combined with halal awareness play an important role in influencing consumer purchasing decisions for porang rice in urban areas.
The Effect of Perceived Quality and Brand Authenticity on Brand Loyalty in Sambal Terasi Siap Pakai “Uleg Finna” Amanda Maliha; Wahyu Santoso; Ida Syamsu Roidah
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

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Abstract

This study is motivated by consumer reviews of Sambel Terasi Siap Pakai Uleg "FINNA", which indicate dissatisfaction with taste quality, aroma, and doubts regarding product authenticity. Previous studies have examined perceived quality and brand authenticity separately, but limited research explores their combined effect on brand loyalty in low-cost, mass-consumption food products within the Indonesian context. This study aims to analyze the influence of perceived quality and brand authenticity on brand loyalty. The research was conducted from November to April 2026 in East Java using a purposive sampling method with 102 respondents. Data were collected through a Likert-scale questionnaire (1–5) and analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS). The results show that perceived quality has a positive and significant effect on brand loyalty (coefficient 0.206; p-value 0.018), while brand authenticity has a stronger positive and significant effect (coefficient 0.502; p-value 0.000). These findings imply that consistent product quality and strong authenticity cues are essential in building consumer trust and fostering long-term brand loyalty in the competitive ready-to-use sambal market.
Co-Authors Amanda Maliha Dhealzy Rheynanda Syukrillah Ida Syamsu Roidah Mirza Andrian Syah