Investigating the role of interactive social media and halal brand equity on purchase decision-making: direct and indirect effects

IF 2.5 Q3 BUSINESS

Measuring Business Excellence Pub Date : 2021-10-11 DOI:10.1108/mbe-02-2021-0025

Heru Yulianto, Y. Sutomo, Dyah Palupiningtyas, Krisnawati Setyaningrum Nugraheni

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引用次数: 3

Abstract

Purpose This study aims to determine the effect of halal brand awareness (HBA), halal brand image (HBI), halal brand loyalty (HBL) on halal brand equity (HBE) and purchase decision-making (PDM). This study will also discuss the mediating role of HBE and the moderating role of interactive social media (ISM). Design/methodology/approach A total of 700 questionnaires were distributed with an effective rate of 94% to customers in large supermarkets in 3 major cities in Indonesia by using convenience sampling. The hypothesis was tested using structural equation modeling processed using AMOS. The Sobel test was used to test the significance of mediating variables. Findings The results of the study reveal that there was a positive and significant influence between variables. Other results reveal that HBE acts as a partial mediator and ISM as a moderator. Originality/value This study builds a new construct, namely, ISM and is the first to build and test a comprehensive direct and indirect relationship between HBA, HBI, HBL, HBE, ISM and PDM on halal cosmetics in Indonesia.

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调查互动社交媒体和清真品牌资产在购买决策中的作用：直接和间接影响

目的本研究旨在确定清真品牌知名度（HBA）、清真品牌形象（HBI）和清真品牌忠诚度（HBL）对清真品牌资产（HBE）和购买决策（PDM）的影响。本研究还将讨论HBE的中介作用和互动社交媒体（ISM）的调节作用。设计/方法/方法采用方便抽样的方法，向印尼3个主要城市的大型超市顾客发放了700份问卷，有效率为94%。使用AMOS处理的结构方程模型对该假设进行了检验。索贝尔检验用于检验中介变量的显著性。研究结果表明，变量之间存在着积极而显著的影响。其他结果表明，HBE起部分中介作用，ISM起调节作用。独创性/价值本研究构建了一个新的结构，即ISM，并首次建立和测试了HBA、HBI、HBL、HBE、ISM和PDM在印度尼西亚清真化妆品上的全面直接和间接关系。

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来源期刊

Measuring Business Excellence BUSINESS-

CiteScore

5.70

自引率

4.00%

发文量

期刊介绍： Measuring Business Excellence provides international insights into non-financial ways to measure and manage business performance improvements and company’s value creation dynamics. Measuring Business Excellence will enable you to apply best practice, implement innovative thinking and learn how to use different practices. Learn how to use innovative frameworks, approaches and practices for understanding, assessing and managing the strategic value drivers of business excellence. MBE publishes both rigorous academic research and insightful practical experiences about the development and adoption of assessment and management models, tools and approaches to support excellence and value creation of 21st century organizations both private and public.