Universitas Islam Sultan Agung - Indonesia
PERAN PENGETAHUAN PRODUK HALAL DAN RELIGIUSITAS TERHADAP KEPUTUSAN PEMBELIAN MELALUI KESADARAN LABEL HALAL
Muhammad Romi Dian Sukma
Budhi Cahyono
Universitas Islam Sultan Agung
(*) Corresponding Author
This study aims to analyze the role of halal product knowledge and religiosity in purchasing decisions for halal label products through awareness of halal labels. The population in this study were consumers who often consume halal food and beverage products in Kabupaten Semarang. The type of data collection method used was purposive sampling, then the questionnaire was distributed to 100 respondents who consumed halal foods and drinks. Based on the results of the data analysis studied, it can be concluded that halal product knowledge and religiosity had a significant positive effect on halal label awareness and purchase decisions of halal products, and awareness of halal labels also had a significant positive effect on purchasing decisions for halal products. Meanwhile, the halal label awareness variable was able to mediate between knowledge of halal products and religiosity on purchasing decisions for halal products.
Keywords: Knowledge of Halal Products, Religiosity, Halal Label Awareness, Decision to Purchase Halal Products.
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