Pengaruh Kepercayaan Merek Halal terhadap Minat Beli Ulang Minuman Kemasan di Indonesia

Abstract

The development of the halal industry in Indonesia has increased Muslim consumers’ attention toward the halal status of food and beverage products, including packaged beverage products. The strengthening of halal certification regulations and the growing competition in the packaged beverage industry have encouraged companies to build halal brand trust in order to maintain consumer loyalty. This study aims to analyze the influence of halal brand trust on repurchase intention toward packaged beverage products among Muslim consumers in Indonesia. This study employed a quantitative approach with an associative research design through a survey method involving Muslim consumers who had previously purchased halal packaged beverage products. The results indicate that halal brand trust positively influences repurchase intention because consumers tend to continue purchasing brands that consistently maintain halal standards, product quality, and information transparency. Halal certification, halal brand image, and consumer religiosity also strengthen the formation of halal brand trust in the repurchase decision process of packaged beverage products. This study concludes that halal brand trust plays an important role in shaping consumer loyalty and maintaining repurchase intention toward halal packaged beverage products in Indonesia.