Determinants of Muslim Decisions in Buying Fast Food In Salatiga

Abstract

This study also aims to determine the effect of halal certification, halal awareness, and religiosity on purchasing decisions with purchase intention as an intervening variable. The population in this study were consumers of Geprek Sa'i Salatiga. A total of 97 respondents were selected as respondents using the purposive sampling technique. Methods of data analysis using regression test and path analysis test. The results show that buying interest affects purchasing decisions while halal certification, halal awareness and religiosity have no effect. Meanwhile, halal awareness affects buying interest, while halal certification and religiosity have no effect. As for halal certification, halal awareness and religiosity affect purchasing decisions through buying interest as an intervening variable.