The Influence of Advertising With Religious Imagery (Islam) and Brand Health Tracking in Determining The Purchase Decision of Sunsilk Hijab Refresh Products With Buying Interest as an Intervening Variable

Abstract

This study aims to analyze the influence of advertising with religious imagery (Islam) and brand healthy tracking on the purchase decision of Sunsilk Hijab Refresh products, with buying interest as an intervening variable. The focus is on understanding how religious and health values in advertising impact the purchase decisions of Muslim consumers, particularly women who wear the hijab in Indonesia. The study uses a quantitative approach with a survey method. Data were collected from female students at Diponegoro University Semarang using purposive sampling. A questionnaire was developed to measure the variables of advertising with religious imagery, brand healthy tracking, buying interest, and purchase decisions. The results show that both advertising with religious imagery and brand healthy tracking significantly influence purchase decisions. Buying interest acts as an intervening variable, mediating the relationship between the two factors and the purchase decision.      The study's limitations include its focus on a specific demographic (female students of Diponegoro University), which may not represent all Muslim consumers in Indonesia. The reliance on self-reported data could introduce bias, affecting generalizability. The study also did not explore other factors, such as brand loyalty or social influence. This research offers insights into how religious imagery and health tracking in advertising can influence purchase decisions.