From Claim to Confidence: How Trust Partially Mediates The Influence of Advertising and The Nutrition Label on The Purchase Decision

Research aims: This research aims to investigate, analyze, and enhance the impact of nutrition labels on purchase ‎decisions. Additionally, the role of trust is examined as a mediator between advertising claims and nutrition labels in ‎influencing purchase decisions. In this context, the interaction and contribution of these factors to healthier choices ‎are uncovered in the marketplace. Strategies are developed to promote better consumer decision-making and ‎improve public health outcomes by understanding the interplay between nutritional information and brand ‎credibility. Design: The Data analysis method is carried out using SEM analysis. Results: The results show that there is ‎an effect of nutrition label and advertising claim on purchase decision through trust as a mediating variable. ‎Theoretical Contribution/Originality: This research provides strategies needed to build trust using credible advertising ‎claims and helpful nutrition labels to influence purchase decisions‎.