The Influence of Halal Certification, Halal Awareness, and Brand Image on Purchase Intention Halal Food Products: An Empirical Study of Consumers in Indonesia

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.