The Influence of Halal Certification, Halal Awareness and Brand Image on Halal Food Product Purchase Intention in Indonesia
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Abstrak
This study aims to examine the influence of halal certification, halal awareness, and brand image on consumer purchase intentions of halal food products in Indonesia. Data was collected through an online survey using a six-point Likert scale, involving 201 relevant respondents. The analysis technique applied is Partial Least Square-Structural Equation Modeling (PLS-SEM). The results revealed that halal certification does not affect purchase intent, but it does affect brand image. In addition, brand image and halal awareness directly increase consumer purchase intention. This research provides valuable insights into the factors influencing halal food purchasing decisions in Indonesia, while also offering practical implications for the food and beverage industry to increase the attractiveness of halal products through a quality-based approach and brand image.
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