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Dinar Nur Diansyah
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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The Influence of Halal Lifestyle, Brand Equity, and Product Mix on Purchasing Decisions with Purchase Interest as An Intervening Dinar Nur Diansyah; Agung Guritno
Journal of Islamic Economics (JoIE) Vol. 4 No. 1 (2024)
Publisher : Prodi Ekonomi Syariah Fakultas Ekonomi dan Bisnis Islam Institut Agama Islam Negeri Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21154/joie.v4i1.9333

Abstract

Introduction: This research aims to evaluate the influence of Halal Lifestyle, Brand Equity, and Product Mix on Purchasing Decisions, with Purchase Interest as an intervening variable. Research Methods: A quantitative approach was employed, with primary data gathered through questionnaires distributed to 100 customers of Ayam Geprek Sa'i in Ambarawa, selected using simple random sampling. Results: The findings indicate that Halal Lifestyle positively and significantly affects Purchasing Decisions, while Brand Equity and Product Mix have negative and insignificant impacts. Additionally, Halal Lifestyle and Brand Equity both positively and significantly influence Purchase Intention, as does Product Mix. Purchase Interest, in turn, positively and significantly impacts Purchasing Decisions and mediates the effects of Halal Lifestyle, Brand Equity, and Product Mix on Purchasing Decisions. Conclusion: This study provides valuable insights into the factors influencing consumer purchasing behavior in the context of halal products.
The Influence of Halal Lifestyle, Brand Equity, and Product Mix on Purchasing Decisions with Purchase Interest as An Intervening Dinar Nur Diansyah; Agung Guritno
Journal of Islamic Economics (JoIE) Vol. 4 No. 1 (2024)
Publisher : Prodi Ekonomi Syariah Fakultas Ekonomi dan Bisnis Islam Institut Agama Islam Negeri Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21154/joie.v4i1.9333

Abstract

Introduction: This research aims to evaluate the influence of Halal Lifestyle, Brand Equity, and Product Mix on Purchasing Decisions, with Purchase Interest as an intervening variable. Research Methods: A quantitative approach was employed, with primary data gathered through questionnaires distributed to 100 customers of Ayam Geprek Sa'i in Ambarawa, selected using simple random sampling. Results: The findings indicate that Halal Lifestyle positively and significantly affects Purchasing Decisions, while Brand Equity and Product Mix have negative and insignificant impacts. Additionally, Halal Lifestyle and Brand Equity both positively and significantly influence Purchase Intention, as does Product Mix. Purchase Interest, in turn, positively and significantly impacts Purchasing Decisions and mediates the effects of Halal Lifestyle, Brand Equity, and Product Mix on Purchasing Decisions. Conclusion: This study provides valuable insights into the factors influencing consumer purchasing behavior in the context of halal products.
Co-Authors Agung Guritno