Purchase Interest Model: A Study of Attitude, Subjective Norm, Knowledge and Religiousness About Halal Food
Abstract
Abstract. This study aims to examine the role of halal knowledge, subjective norms and Islamic religiosity on halal food purchase intention through increasing attitude towards halal food on halal frozen food in Semarang city. The Muslim population is considered an increasingly important future market, where halal is associated with the belief of Muslims in buying halal food and the growing Muslim population can influence the increase in purchase intention. Indonesia itself is an area that has a variety of Muslim and non-Muslim populations. So that this phenomenon increases public awareness to consume halal food, especially frozen food. The population in this study were all customers who had purchased halal frozen food in Semarang city. The sampling technique in this study was with certain criteria so that the number of samples in this study was 100 respondents. The results of the study are Halal Knowledge has a positive and significant effect on Attitude Towards Halal Food on halal frozen food in Semarang city. Subjective Norm has a positive and significant effect on Attitude Towards Halal Food on halal frozen food in Semarang city. Islamic Religiosity has a positive and significant effect on Attitude Towards Halal Food on halal frozen food in Semarang city. Halal Knowledge has a positive and significant effect on Halal Food Purchase Intention. Subjective Norm has a positive and significant effect on Halal Food Purchase Intention. Islamic Religiosity has a positive and significant effect on Halal Food Purchase Intention. Attitude Towards Halal Food has a positive and significant effect on Halal Food Purchase Intention.
Keywords: Attitude; Islamic; Knowledge; Religiosity.
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