Religiosity, Brand Image, and Behavioral Intention: An Investigation for Halal Restaurant

Abstract

Aim - This study aims to reveal the effect of religiosity and brand image on the behavioral intention with trust and satisfaction as mediating variables at the Larazeta halal restaurant. Design/Method/Approach - Data were collected through a questionnaire with a total sample of 100 customers of the Larazeta halal restaurant. The respondents were customers of the Larazeta halal restaurant who had visited the restaurant that has many branches in Indonesia at least once. The sampling technique used is convenience sampling. This study used a quantitative approach with the Structural Equation Modelling-Partial Least Squares Analysis. The exogenous variables in this study include religiosity and brand image, the mediating variables consisted of trust and satisfaction, while the endogenous variable was the behavioral intention. Results - The results indicate that the variables of religiosity and brand image had a significant effect on the behavioral intention, trust, and satisfaction variables of Larazeta halal restaurant customers. Practical Implications – This study provides an understanding of how religiosity, brand image, trust, and satisfaction can influence the behavioral intention of halal food consumers. Originality– There is a little research investigating the relationship between religiosity and marketing in Islam in Indonesia with unique demographic conditions. Research gaps are found in the previous studies, namely the broad scope of research so that they were not effective in explaining areas that have unique demographic characteristics. Therefore, for the first time, the present study aims to analyze specifically the relationship of religiosity and brand image on behavioral intention, with trust and satisfaction as mediating variables in discussing halal food as a healthy lifestyle in Indonesia. Keywords : Healthy Lifestyle, Religiosity, Brand Image, Trust, Satisfaction, Behavioral Intention, Halal Food