The Influence of Halal Awareness, Brand Image, and Halal Certification Toward Consumer Purchase Intention with Prestige as Moderating Variable : Case Study of Marugame Udon

El Sin Lo, Julian (2023) The Influence of Halal Awareness, Brand Image, and Halal Certification Toward Consumer Purchase Intention with Prestige as Moderating Variable : Case Study of Marugame Udon. Skripsi thesis, Universitas Tanjungpura.

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Abstract

This research aims to examine the influence of halal awareness, brand image, and halal certification toward purchase intention, with prestige as moderating variable. The type of research being used is quantitative-associative research type with sample of respondents collected using Purposive Sampling technique which utilized questionnaires with 5-point Likert scale. Questionnaires are given to respondents according to predetermined criteria. The target population framework of this research are consumers who has made more than two times of purchase in Marugame Udon, with 129 sample of respondents involved. Data in this research is analyzed with the IBM SPSS Statistics 25.0 software, using both Simple Regression Analysis and Moderated Regression Analysis research methods for the independent variables of halal awareness, brand image, halal certification; moderating variable of prestige; and dependent variable of purchase intention. The result of this research discovered that halal awareness and halal certification have positive and significant influence toward purchase intention of Marugame Udon consumer, while brand image is not significantly influencing purchase intention of Marugame Udon consumer. Furthermore, the variable of prestige is negatively significant to moderate the influence of brand image toward purchase intention of Marugame Udon consumer.

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