Decoding non-muslim consumer behavior: The mediating role of brand image in halal kopitiam purchases

Purpose to analyze the influence of halal awareness, price level, and promotion level on purchasing decisions of non-Muslim consumers with meek image as a mediator variable. This research uses a quantitative approach with descriptive techniques. The analysis technique used is Structural Equation Modeling-Partial Least Square (SEM-PLS) with a total sample of 304 non-Muslim consumer users throughout Indonesia. The results of this research show the influence and significance of the price level, promotion level and brand image variables on non-Muslim consumers' decisions but not the halal awareness variable. Another finding is that brand image is able to mediate all variables in non-Muslim consumer decisions. The implication of this research is that halal awareness, price level, promotion level, and brand image play an important role in non-Muslim consumers' decisions to buy halal kopitiam products. This research is the first research to examine the influence of halal awareness, price level, and promotion level on purchasing decisions of non-Muslim consumers with brand image as a mediating variable.