An Analysis Of The Relationships Between Halal Brand Image, Halal Brand Loyalty, Halal Brand Trust And Purchase Intention In The Food And Beverage Industry

Daldiri, Reza Nur Saifullah (2024) An Analysis Of The Relationships Between Halal Brand Image, Halal Brand Loyalty, Halal Brand Trust And Purchase Intention In The Food And Beverage Industry. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.

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Abstract

Beverages and ice cream have emerged as a current trend favored by some consumers. However, research on halal drinks and ice cream in Indonesia is still limited. The purpose of this study is to examine the impact of the halal brand image on halal brand loyalty and halal brand trust, and subsequently, on purchase intention. This research employs a consumer survey to explore the relationships between these variables. The study focuses on respondents who are Muslims and have purchased one of Mixue's products, totaling 208 participants. The analysis method employed in this study is PLS-SEM. The results of the analysis reveal a significant influence of halal brand image on both halal brand loyalty and halal brand trust. Furthermore, halal brand loyalty

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: REZA NUR SAEFULLAH DALDIRI
Date Deposited: 16 May 2024 01:48
Last Modified: 16 May 2024 01:48
URI: http://eprints.perbanas.ac.id/id/eprint/12269

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