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Rafiqi
Universitas Medan Area
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Physics Public Health Social Sciences Other

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Journal : Legal Protection for the Partnership Agreement Parties

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Consumer Behavior Model: Brand Equity Mediated by Halal Awareness and Religiosity of Herbal Products Islamic Law Perspective Rafiqi, Rafiqi; Widiastuti, Fitri; Lubis, Paulina; Darwisyah, Darwisyah
Al-Risalah Vol 24 No 1 (2024): June 2024
Publisher : Fakultas Syariah UIN Sulthan Thaha Saifuddin Jambi, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30631/alrisalah.v24i1.1324

Abstract

Islamic economic theory emerged due to the theory of demand for goods and services. The demand for goods and services arises as a result of the wants and needs of real consumers and potential consumers. Herbal products, when associated with the Covid 19 issue, are currently a global conversation, so sales of these herbal products have experienced a significant increase compared to previous years. the Covid 19 pandemic disaster occurred. Due to the development of this herbal product sales trend, the brand equity of good quality products can affect consumer buying interest. Halal Awareness in halal-certified herbal products is a major construct that can help improve product brand reputation in intensively promoting consumer purchase intention models for halal brands. Consumer trust and behavior to buy herbal products is the key to the company's success in getting loyal consumers. An interesting question in this study is that the variables of brand equity and consumer behavior can mediate the relationship between halal awareness and religiosity variables. The purpose of this study is to analyze the relationship between consumer behavior, brand equity and halal awareness and religiosity. The research design is descriptive quantitative with a sample survey method. The research respondents were the people of Jambi City with a total sample of 200 people, but the number of samples collected was 210 people. The analysis tool uses PLS. From the results of this study, it is known that there is a positive relationship between consumer behavior, brand equity and halal awareness as a mediating variable. The study also shows that there is a positive relationship between consumer behavior and brand equity and there is a direct and significant positive relationship with brand equity. It is hoped that the results of this study will contribute empirically to thoughts related to consumer behavior, halal awareness, religiosity to brand equity.
Co-Authors Abdul Lawali Hasibuan Aditya Pratama Aditya Pratama Adriansyah Putra, Dimas Afriyanti, Suviya Agustina, Adinda Putri Alicia, Bunga Alissa, Evalina Amanda, Chealsy Amri Amir AMRI, ARY DEAN Andika Try Anantama Andria Marchelia Aprizal, Yusuf Zaini Arfah, Arfah Arie Kartika Arifin, Syasyain Atiyyah, Jazilatul Bahri, Zainul Butar, Zeefs Royce M. Butar- Chandra Prayuda Dany Saputra, Anugrah Darwisyah, Darwisyah Dean Amri, Ary Dedi Harianto Diana Pujiningsih Diandra Alifa Risha Dwi Hastuti Edi Warman Enggrani Fitri, Lucky Erick Wellington Sirait Fadhlurrahman Fadhlurrahman Falentino Surya Situmorang Fitri Yanni Dewi Siregar Ginting, Tomi Elvisa Hamzah, Alvin Handari, Fitri Hansein Arif Wijaya Hasibuan, Suhaily Amri Hendra, Robi Hendriyaldi Hernando, Riski Idris , Abdullah Indah Lestari, Indah Inggriani Powa, Natasya Iqbal Bafadhal, Muhammad Isnaini, Isnaini Johannes Triestanto LUBIS, PAULINA Lutfi Lutfi MAHMUL SIREGAR Markus Suryoutomo Marlina Marlina Marsella Marsella Marsella Marsella Marsella Marsella Marsella2 Maswandi Muazza Muazza Muhammad Ridho Al Hasymi Daulay Muhammad Rifkih Alfaris Munawir, Zaini Muniifah, Nur Nanang Tomi Sitorus Nasution, Emil Mursyidin Natasya Yunita Sugiastuti Nurida Isnaeni Olivia Napitupulu Pahmi, Ismail Panjaitan, Lola Parnawi, Afi Pratiwi, Heni putriani Rama Sari Atiwiz Purba Ramadhan, M. Citra Ridho Mubarak Ridhwan , Ridhwan Ridhwan Ridhwan, Ridhwan Riswan Munthe Rizkan Zulyadi Rizki Wahyudi Roihan, Muhammad Saputra, Rivo Sirait, Erick Wellington Siregar, Zulkifli Anwar Siti Hawa Lubis Suhaidi Suhaidi Sukmawati, Nur Tarigan, Indra Jaya Sakti Turnip, Palber Tuti Indah Sari Utary Maharani Barus Widiastuti, Fitri Windy Sri Wahyuni Wulandari, Pina Yulia Rachmawati Zufriyatun, Zufriyatun Zukhoiriyah, Siti