Determinasi Pembelian Makanan Halal Melalui Platform Digital: Kesadaran Halal Sebagai Variabel Mediasi

Muhammad Anwar Fathoni (Universitas Pembangunan Nasional Veteran Jakarta)
Faizi Faizi (Universitas Pembangunan Nasional Veteran Jakarta)
Retna Sari (Universitas Pembangunan Nasional Veteran Jakarta)

Jurnal Ilmiah Ekonomi Islam
Vol. 9 No. 1 (2023): JIEI : Vol.9, No.1, 2023

This study aims to investigate Halal Awareness in mediating the effect of the Halal Logo, Subjective Norms, and Online Customer Rating on consumer behavior in purchasing halal food through digital platforms. This study uses a quantitative approach with a sample of 100 Muslim respondents spread across several major cities in Indonesia. The data collected in the study were analyzed using the Partial Least Square (PLS) method. This study found that the Halal Logo did not have a direct influence on consumer purchasing decisions, but the Halal Logo was able to influence consumer purchasing decisions through the mediation of Halal Awareness. Subjective Norms and Halal Awareness have a direct effect on consumer purchasing decisions, only Online Customer Rating has no influence on consumer purchasing decisions, either directly or indirectly.