The Analysis of Religiosity, Halal Brand Personality, Subjective Norms towards Purchasing Decisions Mediated by Consumer Satisfaction Study at Domino's Pizza Purwokerto

This study aims to analyze and test the influence of religiosity, Halal Brand Personality, and subjective norms in purchasing decision making mediated by consumer satisfaction. The population in this study were Domino's Pizza consumers in Purwokerto. The sample was selected using a purposive sampling method totaling 200. Data were distributed online via Google Form to Domino's Pizza consumers in Purwokerto. The analysis tested the hypothesis using SEM-PLS. The results showed that Halal Brand Personalityand subjective norms have a positive effect on purchasing decisions and consumer satisfaction, while religiosity has a negative effect on consumer satisfaction, religiosity has a negative effect on purchasing decisions, and consumer satisfaction has a negative effect. Consumer satisfaction, as a mediating variable, also does not play a significant role. The implication for Domino's Pizza consumers in Purwokerto is that purchasing decisions should be aligned with Islamic values that are believed in and supported by a positive social environment.