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Abelmar, Ryan Farhan
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Economics, Econometrics & Finance

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Role of Consumer Satisfaction as a Mediating of Effect Halal Labels, Brand Image, and Price on Purchasing Decisions Abelmar, Ryan Farhan; Mansur, Amin; Karimullah, Karimullah; Zhafiraah, Nazma Riska
Research of Islamic Economics Vol. 1 No. 2 (2024): JANUARY 2024
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/rie.v1i2.171

Abstract

Consumers make judgments about what to buy by looking for, offering, assessing, and spending money on goods and services that they believe will meet their requirements. Purchasing decisions are to buy the brand they like from various available alternatives. Currently, business competition is very tight, especially in companies that produce products. Price perception is very important. The purpose of this study is to determine how price, brand perception, and halal labelling affect consumers' decisions to buy. consumer satisfaction as a mediating factor of Wardah cosmetic products. Research is designed as explanatory research. The study population was people who wore and had used cosmetics from Wardah, with 100 responders serving as the sample. The Partial Least Squared Structural Equation Modeling Method was used to gather data. The findings demonstrated that factors that mediated consumer pleasure in purchasing decisions were not halal labeling, brand image, or price. Purchase decisions are positively and significantly impacted by consumer satisfaction. Purchaser satisfaction can be a mediator that influences pricing for purchasing decisions, but kosher labels and brand image are not significant. Managerial implications of marketing and branding strategies such as halal label management, brand image development, and pricing strategies such as competitive pricing.
Unveiling the Power of Halal Labels, Brand Image, and Price: How Consumer Satisfaction Drives Purchase Decisions Abelmar, Ryan Farhan; Mansur, Amin
Research of Islamic Economics Vol. 3 No. 1 (2025): JULY 2025
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/rie.v3i1.470

Abstract

This study was conducted with the aim of investigating the impact of halal labels, brand image, and price on purchasing decisions, with consumer satisfaction serving as a mediating factor. The study was designed as an explanatory research study. The study population consisted of individuals who use and have used Wardah cosmetic products, with a sample size of 100 respondents. Data was collected using questionnaires and interviews with some respondents. The results of the study indicate that halal labels, brand image and price can be used as models that influence purchasing decisions mediated by consumer satisfaction. Price has a positive and significant effect on consumer satisfaction. Consumer satisfaction has a positive and significant effect on purchasing decisions. Meanwhile, halal labels, brand image and price have a positive but insignificant effect on purchasing decisions. Consumer satisfaction can be a mediator that influences purchasing decisions, but halal labels and brand image are not significant factors. Managerial Implications: The results of this study provide implications for cosmetic companies, such as Wardah, to focus their marketing strategies on increasing consumer satisfaction, as satisfaction has been shown to play a significant role in mediating the influence of price on purchasing decisions.
Co-Authors Karimullah Karimullah Mansur, Amin Zhafiraah, Nazma Riska