Abstract:
Most of Indonesia's Muslim population in consuming food are ordered
to consume halal food. This study aims to determine the effect of
variables on halal certification, awareness, brand image, and intention
to buy halal food products. This research is a study of consumers of
halal products. The data in this study were obtained by distributing
online questionnaires to respondents who were consumers of halal
products in Indonesia. The quantitative approach uses surveys as
primary data and data analysis using structural equation modeling
(SEM). Respondents in this study were consumers of halal products,
with a total of 480 respondents who were consumers of halal food
products. The method used in the sampling of respondents was
purposive sampling with the criteria of having bought halal food. The
data analysis method used in this study uses descriptive analysis to
identify characteristics and the Structural Equation Modeling (SEM)
analysis method with SmartPLS 3.2.6 software. The analysis in the SEM
model can be divided into two stages, namely, the measurement
model and the structural analysis model. The results showed that halal
certification has a positive effect on purchase intention. Halal
certification has a positive effect on brand image. Brand image has a
positive effect on purchase intention. Halal awareness has a positive
effect on purchase intention. Halal certification positively and
significantly affects purchase intention through brand image. The study
concluded that halal product marketers should pay more attention to
the importance of halal certificates in marketing products. The results
of these studies emphasize the role of halal certification in the
customer's purchase intention and provide valuable insight into the
halal industry to improve marketing strategies.
