Islamic Branding, Religiusitas dan Keputusan Konsumen terhadap Produk

Islamic branding practices have recently been the main discussions within practitioners\u27 and academicians\u27 discussions in the recent years. Several experts reported that Islamic branding concept has attracted interests of many companies. Muslim consumers are to be more selective in consuming their products. The labelling of halal may not always guarantee that the product is. This study aims at finding out how Islamic branding influences consumers\u27 decision and whether consumers\u27 religiosity correlates with Islamic branding and their decision in choosing products. The population of this research consists of lecturers, staffs and students of STAIN Pekalongan. The samples of this research are 113 randomly chosen participants. A 5-scale Likert questionnaire was used in this study and was then analysed using double linear regression model. The results indicated that Islamic branded has the power of 9.4 % in influencing customers\u27 decision. Meanwhile, 90.6 % of customers\u27 decision was influenced by other factors. Additionally, religiosity as the moderating variable weakens the correlation between Islamic branding variables and customers\u27 decision