Pengaruh Citra Merek, Kepercayaan Merek dan Persepsi Labelisasi Halal terhadap Niat Beli Minuman Fayrouz pada Konsumen Muslim di Surabaya dan Sidoarjo
Daftar Isi:
- The purpose of this study was to determine the effect of brand image, brand trust and halal labeling perceptions of purchase intentions. This model was developed and applied to Fayrouz brand carbonation drinks in Surabaya and Sidoarjo which are consumed by Muslims. In this study using descriptive analysis, the classic assumption test and multiple linear regression analysis supported by SPSS 16. Data were collected through a survey by distributing questionnaires administered by researchers as many as 104 respondents of Muslim consumers. The sampling technique used in this study uses purposive sampling (judgment sampling). The independent variables in this study are brand image, brand trust and halal labeling. The dependent variable in this study is purchase intention. The results of this study revealed that brand image, brand trust and halal labeling were significantly positive for the purchase intention of Fayrouz drinks in Muslim consumers in Surabaya and Sidoarjo. Keywords: Brand Image, Brand Trust, Halal Labeling, Purchase Intentions, Carbonated Drink Products, Fayrouz, Surabaya, Sidoarjo