Impact Of Brand Identity, Halal Awareness On Purchasing Decisions With Promotional Interventions

Suci Pertiwi; Nasrul Efendi; Tya Wildana Hapsari Lubis; Pioner Pelawi

doi:10.24912/je.v29i3.2318

Authors

Suci Pertiwi Undergraduate of Management Program, School of Business, Universitas Mikroskil, Medan
Nasrul Efendi Undergraduate of Management Program, School of Business, Universitas Mikroskil, Medan
Tya Wildana Hapsari Lubis Undergraduate of Management Program, School of Business, Universitas Mikroskil, Medan
Pioner Pelawi Undergraduate of Management Program, School of Business, Universitas Mikroskil, Medan

DOI:

https://doi.org/10.24912/je.v29i3.2318

Keywords: Brand Identity; Halal; Promotion; Purchasing.

Abstract

This research aims to determine the influence of brand identity and halal awareness on purchasing decisions, with promotion as an intervening variable. The population includes people who consume imported instant noodles. Using convenience sampling and the Lameshow formula, 96 respondents were surveyed. The hypothesis tests show that brand identity positively affects purchasing decisions, while halal awareness does not. Additionally, promotion does not impact purchasing decisions, but brand identity positively influences promotion. Indirectly, brand identity and halal awareness do not affect purchasing decisions through promotion. The adjusted R square value for purchasing decisions is 0.755, indicating that 75.500 per cent of the variation in purchasing decisions is explained by the independent variables, with 24.500 per cent influenced by other factors not studied.

Author Biographies

Suci Pertiwi, Undergraduate of Management Program, School of Business, Universitas Mikroskil, Medan

suci.pertiwi@mikroskil.ac.id

Nasrul Efendi, Undergraduate of Management Program, School of Business, Universitas Mikroskil, Medan

Nasrul.efendi@mikroskil.ac.id

Tya Wildana Hapsari Lubis, Undergraduate of Management Program, School of Business, Universitas Mikroskil, Medan

tya.wildana@mikroskil.ac.id

Pioner Pelawi, Undergraduate of Management Program, School of Business, Universitas Mikroskil, Medan

pioner.pelawi@mikroskil.ac.id

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