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

  • Authors

    • Yulia Hamdaini Putri Assistant Professor, Department of Management, Faculty of Economics, Universitas Sriwijaya, Palembang, South ‎Sumatera, Indonesia
    • Iisnawati Assistant Professor, Department of Management, Faculty of Economics, Universitas Sriwijaya, Palembang, South ‎Sumatera, Indonesia
    • Farida Kumalasari Lecturer, Department of Epidemiology, Faculty of Public Health Sciences, Universitas Sriwijaya, Palembang, ‎South Sumatera, Indonesia
    • Ahmad Syathiri Assistant Professor, Department of Accounting, Faculty of Economics, Universitas Sriwijaya, Palembang, South ‎Sumatera, Indonesia
    https://doi.org/10.14419/swqgb927

    Received date: August 8, 2025

    Accepted date: September 26, 2025

    Published date: October 8, 2025

  • Advertising; Claim; Nutrition Label; Purchase Decision; Trust

  • Abstract

    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.

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  • How to Cite

    Putri, Y. H. ., Iisnawati, Kumalasari , F., & Syathiri, A. . (2025). From Claim to Confidence: How Trust Partially Mediates The Influence of ‎Advertising and The Nutrition Label on The Purchase Decision. International Journal of Accounting and Economics Studies, 12(6), 262-272. https://doi.org/10.14419/swqgb927