Peran Pengetahuan, Kepercayaan dan Keterlibatan Merek terhadap Keputusan Pembelian Produk Halal di Indomaret

Muh. Farrel  Geovani; Syamsul Bahri Dg.  Parani; Ponirin  Ponirin; Sri  Wanti

doi:10.33059/jseb.v17i3.13294

Muh. Farrel Geovani Fakultas Ekonomi dan Bisnis, Universitas Tadulako
Syamsul Bahri Dg. Parani Fakultas Ekonomi dan Bisnis, Universitas Tadulako
Ponirin Ponirin Fakultas Ekonomi dan Bisnis, Universitas Tadulako
Sri Wanti Fakultas Ekonomi dan Bisnis, Universitas Tadulako

DOI: https://doi.org/10.33059/jseb.v17i3.13294

Keywords: Brand Knowledge, Brand Trust, Brand Engagement, Halal Product, Purchasing Decisions

Abstract

This study aims to examine the effect of knowledge, trust, and brand involvement on purchasing decisions for halal-labeled products at Indomaret stores in Palu City. A quantitative research approach was employed using a non-probability sampling design, specifically the purposive sampling technique, involving 80 respondents as participants. Hypothesis testing and the coefficient of determination (R²) were carried out using SPSS version 25 software. The results of this study indicate that simultaneously, knowledge, trust, and brand involvement have a significant influence on purchasing decisions for halal-labeled products at Indomaret in Palu City. In addition, partially, knowledge, trust, and brand involvement have a significant influence on purchasing decisions for halal-labeled products at Indomaret in Palu City.

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