Influence Of Purchase Intention: Halal Labeling

INFLUENCE OF PURCHASE INTENTION: HALAL LABELING, BRAND IMAGE, AND MULTIVITAMIN QUALITY 1. Halal Label The word halal is an Arabic term in Islam that means "permitted" or "permissible". Etymologically, halal means things that are allowed and can be done because they are free or not bound by provisions that prohibit them. The term halal in everyday life is often used for food or drinks that are obtained for consumption according to Islamic law. Meanwhile, in a broad context, the term halal refers to everything, be it behavior, activities, or ways of dressing and so on, which are permitted or permitted by Islamic law. Halal is one of the important points in a product. The halal label is a text statement indicating that the product is halal for consumption according to sharia. label can be included in the product if it has been authorized halal by LPPOM MUI. 2. Brand Image Brand image is the perception and belief held by consumers, as reflected in the associations formed in their memory. Brand image represents the overall perception of the product and is formed from information and past experiences with the product. Brand image is a unique set of associations in the customer's mind regarding what the brand has and the implied promise the brand makes. This means that brand image is a unique set of associations in the customer's mind about what brand to have. Brand image is a description of consumers' associations and beliefs towards a particular brand. 3. Product Quality Product (product), is managing product elements including planning and developing the right product or service to market by changing existing products or services by adding and taking other actions that affect the assortment of products or services. Product quality is the ability of a product to demonstrate its function, this includes overall durability, reliability, accuracy, ease of operation, and product repair, as well as other product attributes. Product quality is a good customer experience of everything offered to customers because it meets the elements of customer satisfaction so that it is competitive in the market. 4. Purchase Intention Purchase interest is the desire of consumers to buy a product that comes from external factors of the product. When consumers have positive purchase intentions, this forms a positive brand commitment that encourages consumers to take actual purchasing action. Purchase interest arises after receiving stimulation from something consumers see. Purchase interest is an impulse that arises in a person to buy goods or services in order to fulfill their needs. 5. Trust Level According to Berry in Auruskeviciene et al., the basis of loyalty is trust and the term "trust" means recognition of a partner's reliability and honesty. According to Chen, Tang, Jiang, and Lin, trust is trusting the honesty upheld by salespeople and trust is the perceived credibility according to the target of trust. In addition, according to Sarwar et al., trust is the confidence that customers show in the organization and assume there are aspects that must be conveyed. 6. Theoretical Framework/Base Figure 1. Research Model 7. Hypothesis Based on the theoretical framework that has been made to answer this research problem, the hypothesis proposed is as follows: H1 : Halal label has a significant effect on Redoxon consumer purchase intention. H2 : Brand image has a significant effect on consumer purchasing interest in Redoxon. H3 : Multivitamin quality has a significant effect on consumer purchase interest in Redoxon. H4 : The halal label has a significant effect on the level of consumer confidence in Redoxon. H5 : Brand image has a significant effect on the level of consumer confidence in Redoxon. H6 : Multivitamin quality has a significant effect on the level of consumer confidence Redoxon. H7: The level of consumer confidence has a significant effect on consumer purchase intention Redoxon.