Keputusan pembelian Halal Food: Peran pengetahuan produk, labelisasi halal, dan religiusitas

Abstract

This study aims to examine the effect of product knowlwdge, halal labeling, and religiosity on purchasing decisions with attitude as an intervening variable. This research uses quantitive research. This study uses primary data by distributing questionnaires via google form. The data obtained were then analyzed using SPSS version 25. The population in this study were consumers halal food in Semarang Regency. The Sampling method in this study used purposive sampling technique and the result obtained werw 100 respondents. This analysis includes validity test, reliability test, ststistical test ( T test, F test, and R2 test), classical assumption test, and path analysis to test the intervening variables. The result of this study indicate that the variables of product knowledge, halal labeling, and religiosity have a positive and significant effect on purchasing decisions. Product knowledge and halal labeling have a positive and significant effect on attitudes. Religiosity has a negative significant effect on attitudes. Product knoeledge and halal labeling are able mediate attitude towards purchasing decisions, while religiosity has not been able to mediate attitudes towards purchasing decisions.