Investigating the role of interactive social media and halal brand equity on purchase decision-making: direct and indirect effects

Abstract

Purpose

This study aims to determine the effect of halal brand awareness (HBA), halal brand image (HBI), halal brand loyalty (HBL) on halal brand equity (HBE) and purchase decision-making (PDM). This study will also discuss the mediating role of HBE and the moderating role of interactive social media (ISM).

Design/methodology/approach

A total of 700 questionnaires were distributed with an effective rate of 94% to customers in large supermarkets in 3 major cities in Indonesia by using convenience sampling. The hypothesis was tested using structural equation modeling processed using AMOS. The Sobel test was used to test the significance of mediating variables.

Findings

The results of the study reveal that there was a positive and significant influence between variables. Other results reveal that HBE acts as a partial mediator and ISM as a moderator.

Originality/value

This study builds a new construct, namely, ISM and is the first to build and test a comprehensive direct and indirect relationship between HBA, HBI, HBL, HBE, ISM and PDM on halal cosmetics in Indonesia.

Citation

Yulianto, H., Sutomo, Y., Palupiningtyas, D. and Nugraheni, K.S. (2022), "Investigating the role of interactive social media and halal brand equity on purchase decision-making: direct and indirect effects", Measuring Business Excellence, Vol. 26 No. 4, pp. 524-540. https://doi.org/10.1108/MBE-02-2021-0025