Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan menganalisis pengaruh brand image dan halal lifestyle terhadap keputusan pembelian produk napocut di banda aceh dengan brand trust sebagai variabel mediasi. perkembangan industri fashion muslim mendorong konsumen mempertimbangkan citra merek, kesesuaian gaya hidup halal, dan kepercayaan terhadap merek dalam keputusan pembelian. penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 140 konsumen napocut yang dipilih melalui teknik purposive sampling. jumlah sampel ditentukan berdasarkan rumus hair, yaitu 5–10 kali jumlah indikator penelitian. data dianalisis menggunakan structural equation modeling-partial least squares (sem-pls). hasil penelitian menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap keputusan pembelian dan brand trust. halal lifestyle berpengaruh positif dan signifikan terhadap brand trust, tetapi tidak berpengaruh signifikan terhadap keputusan pembelian. brand trust juga berpengaruh positif dan signifikan terhadap keputusan pembelian serta mampu memediasi pengaruh brand image dan halal lifestyle terhadap keputusan pembelian. temuan ini menegaskan pentingnya penguatan citra merek dan kepercayaan konsumen dalam meningkatkan keputusan pembelian produk fashion muslim lokal. kata kunci: brand image, halal lifestyle, brand trust, keputusan pembelian, napocut

ABSTRAK This study aims to analyze the influence of brand image and halal lifestyle on purchasing decisions for naPocut products in Banda Aceh, with brand trust as the mediating variable. The growth of the Muslim fashion industry has led consumers to consider brand image, alignment with a halal lifestyle, and trust in the brand when making purchasing decisions. This study employs a quantitative approach using a survey method involving 140 naPocut consumers selected through purposive sampling. The sample size was determined based on Hair’s formula, which is 5–10 times the number of research indicators. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results show that brand image has a positive and significant effect on purchase decisions and brand trust. Halal lifestyle has a positive and significant effect on brand trust but does not have a significant effect on purchase decisions. Brand trust also has a positive and significant effect on purchase decisions and mediates the effects of brand image and the halal lifestyle on purchase decisions. These findings underscore the importance of strengthening brand image and consumer trust in increasing purchase decisions for local Muslim fashion products. Keywords: Brand image, Halal lifestyle, Brand trust, Purchasing decisions, naPocut