July 7, 2025Indonesian Journal of Islamic Literature and Muslim SocietyOpen Access

Moral Branding and Muslim Consumer Agency: A Study of Purchase Behavior Toward Israel-Affiliated Halal Products

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Brand image and brand ambassador significantly influence Muslim consumers' purchasing decisions, emphasizing their social awareness.
Purchase decisions are particularly affected by brand image and ambassador, with an Adjusted R² value of 46.1%.
A quantitative approach analyzed data from 100 respondents using multiple linear regression and reliability tests on EViews 10 software.
Findings highlight the importance of ethical brand communication strategies sensitive to geopolitical issues.

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Implication

This analysis identifies how brand image and ambassador impact purchase decisions for halal products among Generation Z, suggesting effective strategies.

Cite This Study

Farchina et al. (2025) studied this question.

synapsesocial.com/papers/68af2683cf1dd9ea359e16e8 https://doi.org/10.22515/islimus.v10i1.12051

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Implication

This analysis identifies how brand image and ambassador impact purchase decisions for halal products among Generation Z, suggesting effective strategies.

Moral Branding and Muslim Consumer Agency: A Study of Purchase Behavior Toward Israel-Affiliated Halal Products

Key Points

Discussion

Implication

Cite This Study

Moral Branding and Muslim Consumer Agency: A Study of Purchase Behavior Toward Israel-Affiliated Halal Products

Key Points

Discussion

Implication

Cite This Study

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