Exploring the role of halal awareness in the link between religiosity, Halal logos, and consumer choices

Abstract

In the era of globalization and increasing awareness of health and product halal status, studies on halal product purchasing decisions are becoming increasingly important. The demand for halal products continues to rise along with the strengthening of consumers' religious beliefs through knowledge about the importance of halal. This research focuses on a halal product, Bipang Jangkar in Pasuruan, East Java, Indonesia, which was affected by a viral debate regarding Bipang Ambawang, a West Kalimantan specialty made from pork, after it was promoted as a holiday food by President Jokowi in 2021. Concerns arose that this debate could influence the sales of Bipang Jangkar, despite being very different from Bipang Ambawang. This study aims to clarify the role of halal awareness as a mediator in the influence of religiosity and halal logo on purchasing decisions. The respondents in this study were Bipang Jangkar consumers in Pasuruan. A total of 170 samples were obtained through online questionnaires. The data in this study were analyzed using SEM-PLS through the SmartPLS 3 program. The results of this study indicate that all hypotheses are accepted, except for the influence of religiosity on purchasing decisions and the role of halal awareness as a mediator of the halal logo's influence on purchasing decisions.

Keywords: {'name': 'Religiosity'}, {'name': 'Halal logo'}, {'name': 'Halal Awareness'}, {'name': 'Purchase Decision'}

Authors & affiliations

Arie Setiawan
Affiliation not supplied

Fatchur Rohman
Affiliation not supplied

Taufiq Ismail
Affiliation not supplied

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