<![CDATA[Lately, there are many all you can eat restaurants that claim themselves as "no pork no lard," even though the critical point of a food is not only about the use of pork. Each all you can eat brand has its own brand characteristics to attract consumers, one of which is the addition of halal certification. Consumer-based brand equity is assumed to originate from the brand characteristics, but it turns out that consumer-based brand equity can also come from consumer characteristics. The purpose of this study is to determine the extent to which consumer-based brand equity in terms of religion originates from consumer behavior in choosing halal brands, rather than from the characteristics of the product itself. This study uses a quantitative approach. The sampling technique used purposive sampling with an online questionnaire distributed to 220 respondents who are Muslims, aged 18 and above, and have made a purchase of an all you can eat brand at least once. The analysis technique used in this study is Structural Equation Modeling (SEM) with PLS software. The results of this study show that consumer-based halal brand equity has a significant positive influence on strength of religious identity, consumer halal awareness, and consumer halal choice behavior. In addition, it was also found that consumer halal choice behavior mediates the relationship between strength of religious identity and consumer-based halal brand equity, as well as the relationship between consumer halal awareness and consumer-based halal brand equity.]]>
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