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All Journal JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Maslahah: Jurnal Pengabdian Masyarakat Dynamic Management Journal Transekonomika : Akuntansi, Bisnis dan Keuangan PRIMA : Portal Riset dan Inovasi Pengabdian Masyarakat JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) CASHFLOW : CURRENT ADVANCED RESEARCH ON SHARIA FINANCE AND ECONOMIC WORLDWIDE Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Review of International Economic, Taxation, and Regulations
Sudarman, Daman
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Integration of Halal Awareness and Halal Logo in Influencing Purchase Intention Sudarman, Daman
Review of International Economic, Taxation, and Regulations Vol. 1 No. 3 (2025): August
Publisher : CV. Proaksara Global Transeduka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70865/rietr.v1i3.132

Abstract

Non-Muslim consumers are now showing increasing interest in halal food products, particularly due to perceptions of cleanliness, quality, and safety. This phenomenon is expanding the halal market, which was previously synonymous with Muslim consumers. This study aims to analyze the factors that influence the purchase intention of non-Muslim consumers toward packaged food products with halal logos. Using a quantitative approach with Structural Equation Modeling (SEM) based on Partial Least Square (PLS), this study examines the influence of variables such as subjective norm, perceived behavioral control, halal awareness, and halal logo on purchase intention, both directly and indirectly through attitude as a mediating variable. Data was collected from 300 non-Muslim respondents who had purchased halal-certified products in the Jakarta Capital Region. The results indicate that attitude has a significant influence on purchase intention and serves as an important mediating variable in the relationship between external factors and purchasing decisions. These findings contribute theoretically to the development of the Theory of Planned Behavior (TPB) model in the context of halal consumption by non-Muslims, as well as practical implications for halal food industry players in designing more inclusive marketing strategies.
Co-Authors Adam, Mufan Akdyaputra, Rhezvir Ali Idrus Ali, Sampor Alifah, Tarisa Az-Zahra, Deska Maura DADANG DADANG Diana Hasan Djoko Hananto Ilham, Muhammad Dzaky Faqihuddin Jannah, Roihatul Khatistyarso, Iqbal Aristotle Muhtadi, Imam Ngakan Made, Karya Mardika Nuryadin, Deni Ramadhan, Fauzan Fitrah Ratnasari, Riza Sabaruddin Sabaruddin Subekhi, Subekhi Tri Winarno