Konsekuensi Citra Merek Halal Pada Restoran Halal Cepat Saji
Abstract
Penelitian ini bertujuan menguji dan menganalisis peran halal brand image, halal brand satisfaction, halal brand trust, dan halal brand loyalty terhadap halal brand equity di mana adanya variabel halal brand loyalty dalam memediasi pengaruh halal brand trust terhadap halal brand equity pada konsumen restoran halal. Sampel yang digunakan dalam penelitian ini berjumlah 220 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah: (1) Halal Brand Image berpengaruh positif terhadap Halal Brand Satisfaction, (2) Halal Brand Image berpengaruh positif terhadap Halal Brand Trust, (3) Halal Brand Image tidak berpengaruh positif terhadap Halal Brand Equity, (4) Halal Brand Satisfaction tidak berpengaruh positif terhadap Halal Brand Equity, (5) Halal Brand Trust berpengaruh positif terhadap Halal Brand Loyalty, (6) Halal Brand Loyalty berpengaruh positif terhadap Halal Brand Equity, dan (7) Halal Brand Loyalty tidak memediasi pengaruh positif Halal Brand Trust terhadap Halal Brand Equity.
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