The Effect of Store Atmosphere and Halal Awareness on Buying Decisions through Buying Intention

Abstract

This study aims to analyze the influence of store atmosphere and halal awareness with buying intention as an intervening variable on the purchase decision of wardah products. This study used quantitative methods with data collection techniques carried out through the distribution of online Google form questionnaires. The sample was taken using the probability sampling method, with a sample of 100 respondents. Data analysis techniques were performed using SPSS tool version 22. Based on the test, the results of Store Atmosphere have a positive and significant effect on Buying Intention. Halal Awareness has a positive and significant effect on Buying Intention. Purchase intention has a positive and significant effect on Purchase Decisions. Store Atmosphere shows insignificant results on Purchase Decisions. Halal Awareness has a positive and significant effect on Purchasing Decisions. In the path analysis, the variable path of Buying Intention can mediate and influence the influence of Store Atmosphere on Purchase Decisions and Buying Intention can mediate and influence the influence of Halal Awareness on Purchase Decisions.