The Effect of Product Quality, Brand Image, and Halal Labeling on Purchase Decisions with Purchase Intentions as Intervening Variables

Abstract

This research is motivated by the great potential in Boyolali Regency, Central Java, in the field of cow's milk production and its processed products. The purpose of this study was to determine the factors that influence purchasing decisions for Indrakila Cheese products in Boyolali, Central Java. The research method used is quantitative research with purposive random sampling technique. The data analysis used includes instrument test, multiple linear regression analysis, statistical test, classical assumption test and path analysis. The results of this study indicate that the variables of product quality, brand image, halal labeling, and purchase intention simultaneously have a positive and significant influence on purchasing decisions. Partially product quality and brand image have a significant positive effect on purchase intention, but halal labeling has no effect on purchase intention. The results of the path analysis test show that there is mediation between product quality, brand image, and purchase intention on purchasing decisions, but cannot mediate between halal labeling on purchasing decisions.

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The Impact of Environmental Indicators on Consumer Purchase Decisions for Food Products

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The Effect of Product Quality, Electronic Word of Mouth and Lifestyle on Purchasing Decisions in Generation Z

“…According to Kotler & Armstrong (2018), product quality is a characteristic of a product or service that depends on its ability to satisfy customer needs, whether stated directly or implied. Product quality influences purchasing decisions (Waluya et al, 2019;Saputri et al, 2021). Encouragement for product quality has become a necessity that must be fulfilled by the company, if it does not want the consumers, it already has to switch to other competing products which are considered to have better product quality, the higher the quality of the product it has, the more consumers will want to purchase Fatmaningrum & Fadhilah (2020) and Sari (2021) stated that product quality had a positive and significant effect on the decision to purchase RISE bed sheets.…”