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A study on brand equity towards purchasing intention of halal products among young adults
Nur Hafizah Harun1, Noor Alyani Mohamed Pesri2, Muhammad Syukri Mohd Ashmir Wong3, Norazlina Mamat4, Shofiyyah Moidin5, Farrah Payyadah Borhan6.
The branding aspect is very important for every business’s succession whether it
consists of products or services. This is because a brand is like a name that will give a life for
every product to keep striving and maintaining in the market with the other competitors
especially from a different brand but marketing of the same products. The purchasing intention
of people on every product influenced mostly by the brand of the products. Moreover, under the
branding aspect there are varieties of brand equity that could become the influential factors in
purchasing intention for people. The respondents involved in this survey was young adults as
they are mostly become the target consumers by the marketers for their product market. This
research aims to investigate three of the brand equity including brand personality, brand
preference and brand loyalty to see how those brand aspects influenced the purchasing
intention of halal products among the young adults. This research used a set of semi-structured
questionnaires and have been actively involved with 225 respondents from Academy of
Contemporary Islamic Studies UiTM Shah Alam. All data that has been collected were analyzed
by using a tool of analysis namely SPSS version 21. From the result, it seems that all variable
in this research which are brand personality, brand preference and brand loyalty have the
positive relationship towards the purchase intention of halal products.
Affiliation:
- Universiti Teknologi MARA Shah Alam, Malaysia
- Universiti Teknologi MARA Shah Alam, Malaysia
- Universiti Teknologi MARA Shah Alam, Malaysia
- Universiti Teknologi MARA Shah Alam, Malaysia
- Universiti Teknologi MARA Shah Alam, Malaysia
- Universiti Teknologi MARA Shah Alam, Malaysia
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