Mediation Role of Buying Interest in Halal Food Purchase Decisions During the COVID-19 Pandemic

Abstract

The purpose of this study was to determine the mediating role of buying interest in the relationship between knowledge of halal products, halal awareness, and halal labels on decisions to purchase halal food during the COVID-19 pandemic. The data used are primary data obtained through distributing questionnaires to 96 respondents in Sumatera, Java, and Kalimantan island. Data analysis was carried out using the PLS-SEM method. Based on the results of the analysis, the direct influence of product knowledge, halal awareness, and halal labels have no significant effect on purchasing decisions. Meanwhile, buying interest has a positive and significant effect on purchasing decisions. The buying interest variable is significantly and positively influenced by product knowledge, halal awareness, and halal label. Meanwhile, the mediating variable, buying interest, is a significant variable in mediating the effect of product knowledge, halal awareness, and halal labels on halal food purchasing decisions.