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Lestari, Dwi Putri
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Journal : Management Analysis Journal

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Factors of Consumers Purchase Intention at Halal Restaurants Lestari, Dwi Putri; Wahyono, Wahyono
Management Analysis Journal Vol 11 No 3 (2022): Management Analysis Journal
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/maj.v11i3.54139

Abstract

The purpose of this study was to determine the factors of consumer purchase intention at a halal restaurant with halal awareness as a moderation (a case study on consumers of Waroeng Steak & Shake Semarang). The population in this study are consumers who have purchased products at Waroeng Steak & Shake Semarang. The number of samples used in the study were 115 people, using the method non-probability sampling. Methods of data collection using a questionnaire method. The results of data analysis using the SPSS version 21 program show that there is a positive and significant effect of halal label and Islamic branding on purchase intention. And the halal awareness variable becomes a moderator between the Islamic branding variable on purchase intention, as well as a moderating predictor on the relationship between halal labels and purchase intentions.
Co-Authors Agung Setyawan Ahmad Sudi Pratikno Al Karim Rambe, Rahmansyah Fadlul Antari, Azka Roby Br. Perangin-angin, Alemina Evi Yuliani Lubis, Aisyah Inka Putri Lukmanul Hakim Nindri, Juandita Cahaya Permono Nugroho, Sidiq Rahmah, Cut Nadia Muji Roosita, Bina Utari, Aulia Wahyono Wahyono Weny, Krisna