<![CDATA[Introduction: This study aims to analyze the influence of halal awareness, religious commitment, and brand trust on purchase intention toward halal products. Methods: This research employs a quantitative approach using a survey method involving Muslim consumers who have previously purchased or consumed halal products. The sampling technique used in this study is purposive sampling, with a total of 200 respondents. Data were collected through a structured questionnaire using a five-point Likert scale. The data were analyzed using Structural Equation Modeling – Partial Least Squares (SEM-PLS) to examine the relationships among the variables in the proposed research model. Results: The results indicate that halal awareness, religious commitment, and brand trust have a positive and significant effect on purchase intention. Furthermore, brand trust is identified as the most influential factor affecting consumers' intention to purchase halal products. Conclusion and suggestion: These findings suggest that consumers' awareness of halal principles, their commitment to religious values, and their trust in a brand play an important role in shaping halal consumption behavior. This study contributes to the development of literature in the field of consumer behavior within the halal industry and provides practical implications for businesses to enhance halal education and strengthen brand trust in order to increase consumers' purchase intention toward halal products.]]>
Copyrights © 2026
