Determinan Purchase Intention Throught Brand Trust A Moderate Variabel Islamic Bussiness Ethic

https://doi.org/10.35912/jakman.v7i1.5085
Published: Dec 8, 2025

Abstract:

Purpose: This study aims to examine the influence of customer satisfaction, attitude toward the product, and customer experience on purchase intention, with brand trust as a moderating variable, particularly within the context of Islamic business practices. The research highlights how consumer psychology and brand relationships interact in shaping purchasing behavior in halal markets.

Methodology: A quantitative approach with a descriptive design was adopted. Primary data were collected through structured questionnaires and analyzed using the SmartPLS software, employing Partial Least Squares for structural equation modeling (SEM). This method was chosen for its ability to test complex relationships among multiple constructs simultaneously and to assess moderating effects.

Results: The findings reveal that customer satisfaction and customer experience significantly influence purchase intention, whereas attitude toward the product does not exert a meaningful effect. Furthermore, brand trust moderates the relationship between customer satisfaction and purchase intention as well as between customer experience and purchase intention, but it does not moderate the link between product attitude and purchase intention.

Conclusion: Customer satisfaction and experience emerge as strong predictors of purchase intention in Islamic business settings. Brand trust enhances these effects, reinforcing its role as a critical driver in halal marketing strategies.

Limitations: The study is constrained by its limited sample and reliance on self-reported responses, which may reduce generalizability.

Contribution: The research provides theoretical and practical insights by emphasizing the moderating role of brand trust, offering guidance for managers and policymakers to strengthen halal brand strategies.

Keywords:
1. Attitude Toward
2. Brand Trust
3. Customer experience
4. Customer Satisfaction
5. Purchase Intention
Authors:
1 . Eliya Ariyanti
2 . Ersi Sisdianto
3 . Is Susanto
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How to Cite
Ariyanti, E., Sisdianto, E., & Susanto, I. (2025). Determinan Purchase Intention Throught Brand Trust A Moderate Variabel Islamic Bussiness Ethic. Jurnal Akuntansi, Keuangan, Dan Manajemen, 7(1), 83–99. https://doi.org/10.35912/jakman.v7i1.5085
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Issue & Section
Vol. 7 No. 1 (2025): Desember
Articles
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References

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    Asiah, N., Harjoni, H., & Susanto, I. (2021). Inter-Environmental Collaboration to Form Students’ Attitudes toward Diversity. Tadris: Jurnal Keguruan dan Ilmu Tarbiyah, 6(1), 29-40. doi:https://doi.org/10.24042/tadris.v6i1.8594

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    Bruckmayr, P. (2024). Challenging the Cairo Edition. The King Fahd Quran Complex, its Medina Quran and its Translations. MIDÉO. Mélanges de l'Institut dominicain d'études orientales(39), 211-257.

    Chairunnisah, F. W., Maulana, A., & Shihab, M. S. (2024). Pengaruh Harga yang Dipersepsikan, Kualitas Layanan, dan Citra Perusahaan terhadap Loyalitas Pelanggan: Studi Kasus di PT. Evergreen Shipping Agency Indonesia Palembang. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(1), 117-133. doi:https://doi.org/10.35912/jakman.v6i1.3662

    Ekasari, S., & Surip, N. (2025). Pengaruh Persepsi Harga, Endorser, dan E-WOM terhadap Minat Beli Skintific di Cilandak Jakarta Selatan. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(2), 371-384. doi:https://doi.org/10.35912/jakman.v6i2.3670

    Fadhil, M., & Hati, S. R. H. (2025). Multigroup Analysis of E-Service Quality, Satisfaction, and Loyalty in E-Grocery Services. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(3), 797-814. doi:https://doi.org/10.35912/jakman.v6i3.4456

    Fasha, A., Anggraini, R., Purwianti, L., & Ramadani, A. G. (2024). Transformation of Consumer’s Coffee Consumption Behaviour in Batam. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(1), 135-150. doi:https://doi.org/10.35912/jakman.v6i1.3204

    Fauzi, F. A., & Yusran, H. L. (2022). Pengaruh Brand Experience Terhadap Purchase Intention Dimediasi Oleh Brand Attitude Pada Industri Penerbangan Indonesia Di Masa Pandemi Covid 19. ijd-demos, 4(1). doi:https://doi.org/10.37950/ijd.v4i1.195

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    Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96. doi:https://doi.org/10.1509/jm.15.0420

    Lionitan, W., & Firdausy, C. M. (2023). Pengaruh persepsi harga, word of mouth dan customer satisfaction terhadap purchase intention pelanggan Mixue di Cibubur. Jurnal Manajerial Dan Kewirausahaan, 5(3), 805-813. doi:https://doi.org/10.24912/jmk.v5i3.25450

    Ma’arif, M. S., Kurniawan, M., & Sisdianto, E. (2025). Penentu Niat Membeli Kembali: Perspektif Etika Bisnis Islam. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(2), 509-527. doi:https://doi.org/10.35912/jakman.v6i2.4085

    Mandagi, D. W., Pasuhuk, L. S., & Kainde, S. J. R. (2024). The Combined Effect of Brand Gestalt, Brand Awareness, and Brand Image on Ecotourism WOM Intention. Jurnal Akuntansi, Keuangan, dan Manajemen, 5(3), 161-175. doi:https://doi.org/10.35912/jakman.v5i3.3147

    Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38. doi:https://doi.org/10.1177/002224299405800302

    Mukhtar, A., & Mohsin Butt, M. (2012). Intention to choose Halal products: the role of religiosity. Journal of Islamic Marketing, 3(2), 108-120. doi:https://doi.org/10.1108/17590831211232519

    Nurdiyanti, Y., Masitoh, I., & Nukhbatillah, I. (2024). THE FOUNDATION OF ISLAMIC EDUCATION MANAGEMENT DEVELOPMENT FROM KH M THOLHAH HASAN'S PERSPECTIVE. Paper presented at the Proceeding of International Conference on Education, Society and Humanity.

    Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer: A behavioral perspective on the consumer: Routledge.

    Prasetia, G. A., Meitiana, M., Kristinae, V., & Nahan, N. (2025). Influence of Quality, Service, Atmosphere on Satisfaction via Buying Interest – Season Coffee. Studi Ilmu Manajemen dan Organisasi, 6(2), 469-484. doi:https://doi.org/10.35912/simo.v6i2.4670

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    Temporal, P. (2011). Islamic branding and marketing: Creating a global Islamic business: John Wiley & Sons.

    Tiffany, M., & Singagerda, F. S. (2025). Faktor Customer Review dan E-Service Quality terhadap Keputusan Pembelian Shopee. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(2), 497-508. doi:https://doi.org/10.35912/jakman.v6i2.3981

    Tirtana, D., & Rahmadhani, S. (2025). The Role of Employee Recovery Performance on Service Recovery Performance and Quality of Service. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(3), 555-567. doi:https://doi.org/10.35912/jakman.v6i3.4121

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  1. Abdullah, K., Jannah, M., Aiman, U., Hasda, S., Fadilla, Z., Taqwin, M., . . . Sari, M. E. (2022). Metodologi penelitian kuantitatif. Yayasan Penerbit Muhammad Zaini, 3(2).
  2. Adnyani, N. K. A. S. W., Sading, Y., Taqwa, E., Jaya, A. H., & Achmad, N. H. D. J. (2025). Analisis Pendapatan Dan Kelayakan Usaha DAMIU Di Desa Tambarana. Studi Ilmu Manajemen dan Organisasi, 6(2), 409-422. doi:https://doi.org/10.35912/simo.v6i2.4646
  3. Aghivirwiati, G. A. (2023). Pengaruh Customer Experience Dan Kepuasan Terhadap Purchase Intention Tiktok Shop. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 12(07), 1330-1339.
  4. Asiah, N., Harjoni, H., & Susanto, I. (2021). Inter-Environmental Collaboration to Form Students’ Attitudes toward Diversity. Tadris: Jurnal Keguruan dan Ilmu Tarbiyah, 6(1), 29-40. doi:https://doi.org/10.24042/tadris.v6i1.8594
  5. Aziz, Y. A., & Chok, N. V. (2013). The role of Halal awareness, Halal certification, and marketing components in determining Halal purchase intention among non-Muslims in Malaysia: A structural equation modeling approach. Journal of International Food & Agribusiness Marketing, 25(1), 1-23. doi:https://doi.org/10.1080/08974438.2013.723997
  6. Bruckmayr, P. (2024). Challenging the Cairo Edition. The King Fahd Quran Complex, its Medina Quran and its Translations. MIDÉO. Mélanges de l'Institut dominicain d'études orientales(39), 211-257.
  7. Chairunnisah, F. W., Maulana, A., & Shihab, M. S. (2024). Pengaruh Harga yang Dipersepsikan, Kualitas Layanan, dan Citra Perusahaan terhadap Loyalitas Pelanggan: Studi Kasus di PT. Evergreen Shipping Agency Indonesia Palembang. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(1), 117-133. doi:https://doi.org/10.35912/jakman.v6i1.3662
  8. Ekasari, S., & Surip, N. (2025). Pengaruh Persepsi Harga, Endorser, dan E-WOM terhadap Minat Beli Skintific di Cilandak Jakarta Selatan. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(2), 371-384. doi:https://doi.org/10.35912/jakman.v6i2.3670
  9. Fadhil, M., & Hati, S. R. H. (2025). Multigroup Analysis of E-Service Quality, Satisfaction, and Loyalty in E-Grocery Services. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(3), 797-814. doi:https://doi.org/10.35912/jakman.v6i3.4456
  10. Fasha, A., Anggraini, R., Purwianti, L., & Ramadani, A. G. (2024). Transformation of Consumer’s Coffee Consumption Behaviour in Batam. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(1), 135-150. doi:https://doi.org/10.35912/jakman.v6i1.3204
  11. Fauzi, F. A., & Yusran, H. L. (2022). Pengaruh Brand Experience Terhadap Purchase Intention Dimediasi Oleh Brand Attitude Pada Industri Penerbangan Indonesia Di Masa Pandemi Covid 19. ijd-demos, 4(1). doi:https://doi.org/10.37950/ijd.v4i1.195
  12. Handayani, R., & Setyaning, A. N. A. (2025). Pengaruh Word of Mouth, Religiusitas, Behavior Control Terhadap Niat Pembelian Obat Halal. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(3), 765-778. doi:https://doi.org/10.35912/jakman.v6i3.4486
  13. Hasibuan, Z. S., Jannah, N., & Silalahi, P. R. (2024). ANALYSIS OF THE APPLICATION OF ISLAMIC BUSINESS ETHICS (CASE STUDY OF LOPO MANDHELING COFFEE PANYABUNGAN MANDAILING NATAL). Jurnal Akuntansi, Keuangan, dan Manajemen, 5(4), 491-502. doi:https://doi.org/10.35912/jakman.v5i4.3489
  14. Immanuel, D. (2024). PENGARUH PRODUCT ATTRIBUTE, BRAND TRUST, DAN CUSTOMER SATISFACTION TERHADAP PURCHASE INTENTION PADA PRODUK RICE BOWL. PERFORMA, 9(2), 27-54. doi:https://doi.org/10.37715/jp.v9i2.4864
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  17. Kotler, P., & Keller, K. L. ( 2018). Manajemen Pemasaran (Vol. Edisi 13): Erlangga.
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  19. Lionitan, W., & Firdausy, C. M. (2023). Pengaruh persepsi harga, word of mouth dan customer satisfaction terhadap purchase intention pelanggan Mixue di Cibubur. Jurnal Manajerial Dan Kewirausahaan, 5(3), 805-813. doi:https://doi.org/10.24912/jmk.v5i3.25450
  20. Ma’arif, M. S., Kurniawan, M., & Sisdianto, E. (2025). Penentu Niat Membeli Kembali: Perspektif Etika Bisnis Islam. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(2), 509-527. doi:https://doi.org/10.35912/jakman.v6i2.4085
  21. Mandagi, D. W., Pasuhuk, L. S., & Kainde, S. J. R. (2024). The Combined Effect of Brand Gestalt, Brand Awareness, and Brand Image on Ecotourism WOM Intention. Jurnal Akuntansi, Keuangan, dan Manajemen, 5(3), 161-175. doi:https://doi.org/10.35912/jakman.v5i3.3147
  22. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38. doi:https://doi.org/10.1177/002224299405800302
  23. Mukhtar, A., & Mohsin Butt, M. (2012). Intention to choose Halal products: the role of religiosity. Journal of Islamic Marketing, 3(2), 108-120. doi:https://doi.org/10.1108/17590831211232519
  24. Nurdiyanti, Y., Masitoh, I., & Nukhbatillah, I. (2024). THE FOUNDATION OF ISLAMIC EDUCATION MANAGEMENT DEVELOPMENT FROM KH M THOLHAH HASAN'S PERSPECTIVE. Paper presented at the Proceeding of International Conference on Education, Society and Humanity.
  25. Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer: A behavioral perspective on the consumer: Routledge.
  26. Prasetia, G. A., Meitiana, M., Kristinae, V., & Nahan, N. (2025). Influence of Quality, Service, Atmosphere on Satisfaction via Buying Interest – Season Coffee. Studi Ilmu Manajemen dan Organisasi, 6(2), 469-484. doi:https://doi.org/10.35912/simo.v6i2.4670
  27. Putra, A. A. P. (2024). The Role Of Customer Experience, Brand Image And Trust On Consumer Repurchase Interests Of Indomaret Porong Branch Peran Pengalaman Pelanggan, Citra Merek Dan Trust Terhadap Minat Beli Ulang Konsumen Indomaret Cabang Porong. Manag. Stud. Entrep. J, 5(2), 4082-4107.
  28. Raditya, A., Harianto, E., & Nahar, F. H. (2024). The Role of Experiential Marketing Towards Purchase Intention in Vertical Building Property Mediated by Brand Image and Brand Awareness. Jurnal Aplikasi Manajemen, 22(1), 83-96. doi:https://doi.org/10.21776/ub.jam.2024.022.01.07
  29. Rahmadila, F., & Rosilawati, W. (2025). The Effect of Green Banking Performance and Service Quality on Customer Satisfaction Using Mobile Banking. Mutanaqishah: Journal of Islamic Banking, 5(1), 56-74. doi:https://doi.org/10.54045/mutanaqishah.v5i1.2611
  30. Rizky, F. D., & Roosdhani, M. R. (2025). Pengaruh Product Quality Terhadap Purchase Decision Yang Dimediasi Oleh Customer Experience Dan Brand Trust Pada Produk Skintific. REVITALISASI: Jurnal Ilmu Manajemen, 14(1), 30-46. doi:https://doi.org/10.32503/revitalisasi.v14i1.6973
  31. Santoso, W. T., Desmon, D., Surya, A., Ekatama, M. R., Hasbullah, H., & Indriyani, S. (2025). Pengaruh Pengetahuan, Persepsi, dan Kepuasan terhadap Loyalitas Anggota BMT Asy-Syafi’iyah Berkah Nasional. Studi Ilmu Manajemen dan Organisasi, 6(1), 173-186. doi:https://doi.org/10.35912/simo.v6i1.3562
  32. Schiffman, L., & Wisenblit, J. (2019). Consumer Behavior 12th Edition (ada data sampel 401). Journal of Chemical Information and Modeling, 53(9).
  33. Setiawan, M. H., Komarudin, R., & Kholifah, D. N. (2022). Pengaruh Kepercayaan, Tampilan Dan Promosi Terhadap Keputusan Pemilihan Aplikasi Marketplace. Jurnal Infortech, 4(2), 139-147. doi:https://doi.org/10.31294/infortech.v4i2.13913
  34. Siaputra, H., & Isaac, E. (2020). Pengaruh attitude, subjective norm, dan perceived behavior control terhadap purchase intention makanan sehat di crunchaus Surabaya. Jurnal Manajemen Perhotelan, 6(1), 9-18. doi:https://doi.org/10.9744/jmp.6.1.9-18
  35. Silawati, R., & Siregar, S. (2024). Faktor-Faktor Yang Mempengaruhi Perilaku Konsumen Terhadap Pembelian Fashion pada Shopee di Karawang. Jurnal Perspektif, 22(2), 40-47. doi:https://doi.org/10.31294/jp.v22i2.22230
  36. Siqueira, M. S. S., Nascimento, P. O., & Freire, A. P. (2022). Reporting Behaviour of People with Disabilities in relation to the Lack of Accessibility on Government Websites: Analysis in the light of the Theory of Planned Behaviour. Disability, CBR & Inclusive Development, 33(1), 52-68. doi:https://doi.org/10.47985/dcidj.475
  37. Sisdianto, E., Fitri, A., & Isnaini, D. (2021). Penerapan Pembayaran Zakat Digital Dalam Presfektif Ekonomi Islam (Chasles Society). Fidusia: Jurnal Keuangan Dan Perbankan, 4(2). doi:https://badge.dimensions.ai/details/doi/10.24127/jf.v4i2.644?domain=https://fe.ummetro.ac.id
  38. Sugiyono. (2019). Perspektif Metode Penelitian Kualitatif dan Kuantitatif. Metode Penelitian Kuantitatif Kualitatif Dan R&D.
  39. Susanto, I., Mukri, M., Bahrudin, M., & Hanif, H. (2022). Efektivitas dan Risiko Penggunaan M-Banking pada Bank Syariah Indonesia Terhadap Kepuasan Pelanggan. Jurnal Manajemen Bisnis dan Keuangan, 3(2), 161-170. doi:Efektivitas dan Risiko Penggunaan M-Banking pada Bank Syariah Indonesia Terhadap Kepuasan Pelanggan
  40. Temporal, P. (2011). Islamic branding and marketing: Creating a global Islamic business: John Wiley & Sons.
  41. Tiffany, M., & Singagerda, F. S. (2025). Faktor Customer Review dan E-Service Quality terhadap Keputusan Pembelian Shopee. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(2), 497-508. doi:https://doi.org/10.35912/jakman.v6i2.3981
  42. Tirtana, D., & Rahmadhani, S. (2025). The Role of Employee Recovery Performance on Service Recovery Performance and Quality of Service. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(3), 555-567. doi:https://doi.org/10.35912/jakman.v6i3.4121
  43. Warganegara, T. L. P., Suhaimi, S., UmpuSinga, H. A., Barusman, M. Y. S., Barusman, A. R. P., & Habiburrahman, H. (2024). Brand Equity in University: Literature Review. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(1), 197-205. doi:https://doi.org/10.35912/jakman.v6i1.3268