Sri Rahayu, Yudha Mahrom Darma Saputra, Sulaiman Helmi, Muh Asriadi AM
This study explores the effect of promotion on halal product purchasing decisions, with mediation of trust and knowledge among college students in Palembang. The study used a cross-sectional design, with data from 201 students randomly selected through a questionnaire. The analysis was conducted using Structural Equation Modeling (SEM) through SmartPLS 3.0. The results showed that promotion has a significant positive impact on halal product purchasing decisions. Consumer trust and knowledge were also shown to partially mediate the relationship between promotion and purchasing decisions. The main contribution of this study is to provide an in-depth understanding of the determinants of halal product purchasing decisions, emphasizing the important role of trust and knowledge. The findings suggest that effective promotional strategies not only increase purchase intentions but also strengthen consumer trust and knowledge, which ultimately influence purchasing decisions. These insights are useful for manufacturers and marketers in designing more targeted promotional campaigns to increase market acceptance of halal products. Further research is recommended to test the most effective types of promotions in increasing consumer perceptions and trust in halal products, with a wider demographic coverage to improve the sustainability of the halal product market. © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
Universitas Muhammadiyah Palembang, Palembang, Indonesia; Universitas Bina Darma, Palembang, Indonesia; Indonesian Education University, Bandung, Indonesia
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