The Role of The Country's Image and Halal Branding Constructs in Influencing Repurchase Intentions

Abstract

The number of Muslims in the World is the second largest after Christianity, and in Indonesia, Islam is the majority religion of its population. In choosing a product to consume, Muslims have special considerations and adapt it to the provisions of their religion, or what is called of halal. Even so, not many scientific studies that have explored the role of the halal brand which is very identical with Muslims. This study tried to do the same thing with previous research conducted by Ali A et al. (2018) to seek answers to the halal brand relationship with repurchase intentions from consumers in Indonesia. On the other hand, this research also seeks to see the influence of the Country Image which is the producer of the consumed product. This study was tested on 252 respondents who were consumers of several Ramen Restaurants in Jakarta, Indonesia from March to May 2020. Then, all data obtained were processed using LISREL 8.51. The findings of this study reveal that the state's image is deemed not to have a significant effect either directly or indirectly on repurchase intention. Besides, two other variables, namely halal brand image and halal brand satisfaction also do not have a significant effect on repurchase intention.