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All Journal MUQTASID Hasanuddin Economics and Business Review Journal of Accounting Science Muqtasid: Jurnal Ekonomi dan Perbankan Syariah Shirkah: Journal of Economics and Business JESI (Jurnal Ekonomi Syariah Indonesia) JURNAL BIOSAINSTEK Journal of Islamic Studies and Education
Zulfikar Ali Ahmad
UIN Raden Mas Said Surakarta
Religion Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Materials Science & Nanotechnology Other

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Journal : JESI (Jurnal Ekonomi Syariah Indonesia)

 1 
Apakah Ekuitas Merek dan Kesadaran Halal Memediasi Pengaruh Religiusitas dan Akulturasi terhadap Keputusan Pembelian? Dwi Ratna Sari; Asep Maulana Rohimat; Zulfikar Ali Ahmad
JESI (Jurnal Ekonomi Syariah Indonesia) Vol 11, No 1 (2021)
Publisher : Universitas Alma Ata

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (494.268 KB) | DOI: 10.21927/jesi.2021.11(1).51-66

Abstract

When the Korean Wave became a new trend in Indonesia, many Indonesian Muslims were influenced by the Korean culinary culture. Many people do not pay attention to the halal aspects of food, especially Korean food where the majority of the population is non-Muslim. From this the researchers conducted research on the effect of religiosity and acculturation on halal decisions with brand equity and halal awareness as mediating variables. This study uses a convenience sampling method with Korean food consumer object samples taken as many as 97 respondents randomly. Data analysis techniques used are multiple linear regression tests and multiple tests. The results of the study show that religiosity has a significant effect on brand equity, acculturation has a significant effect on brand equity, religiosity has a significant effect on halal awareness, but acculturation has a not significant effect on halal awareness, religiosity and acculturation has a significant effect on purchasing decisions, brand equity has an effect on significant on purchasing decisions and halal awareness has a significant effect on purchasing decisions. Brand equity mediates the effect of religiosity and acculturation on purchasing decisions. Meanwhile, halal awareness mediates the influence of religiosity on purchasing decisions.
Co-Authors Asep Maulana Rohimat Bagus Ardiyanto Dwi Ratna Sari Lekahena, vanessa N. J. Manggarani, Cynthia Ayu Maulida Nurul Innayah Pratama, Bima Cinintya Rohimat, Asep Maulana Rusdianto Rusdianto, Rusdianto