The Influence of Brand Trust, Islamic Branding, and Religiosity on Purchasing Decisions: The Moderating Role of the Halal Label

Authors

  • Putri Widia Kusnandar Universitas Pendidikan Indonesia
  • Juliana Juliana Universitas Pendidikan Indonesia
  • Rida Rasida Universitas Pendidikan Indonesia
  • Yuana Tri Utomo Sekolah Tinggi Ekonomi Islam Hamfara
  • Francis Kortey Mac-Doqu Ghana Education Service

Keywords:

Home Care Products, Brand Trust, Islamic Branding, Religiosity, Halal Label, Sahaja Unilever

Abstract

Purpose– To show the effect of the value of brand trust, Islamic branding and religiosity on purchasing decisions with the halal label as a moderating variable.

Design/methodology/approach– this research uses Quantitative method. The analysis technique used is Partial Least Square-Structural Equation Modeling (PLS-SEM) with a sample of 210 Muslim communities in Indonesia. This research was conducted by distributing questionnaires via Google form and distributing them on social media.

finding– The results of the study show that brand trust and religiosity have a significant effect on purchasing decisions for PT Unilever's Sahaja home care products. Meanwhile, Islamic branding has no effect. As for the feel moderation test, it shows that the halal label does not moderate the relationship of all independent variables to the dependent variable.

Practical implications– the results of this research can be considered by stakeholders and producers of home care products in order to increase public understanding of halal lifestyle and improve halal supply chain development strategies through purchasing decisions for Muslim communities in Indonesia.

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Published

2025-05-08

How to Cite

Kusnandar, P. W., Juliana, J., Rasida, R., Utomo, Y. T., & Mac-Doqu, F. K. (2025). The Influence of Brand Trust, Islamic Branding, and Religiosity on Purchasing Decisions: The Moderating Role of the Halal Label. Indonesian Journal of Islamic Economics and Sustainability, 1(1), 1–15. Retrieved from https://www.ijiesjournal.com/index.php/ijies/article/view/1

Issue

Vol. 1 No. 1 (2025): Indonesian Journal of Islamic Economics and Sustainability

Section

Articles

License

Copyright (c) 2025 Putri Widia Kusnandar, Juliana Juliana, Rida Rasida, Yuana Tri Utomo; Francis Kortey Mac-Doqu

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