WIRANTI, Entik (2023) Convincing Consumers' Purchase Intention using Halal Credence: A Mediating Role of Attitude Towards Halal. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

Halal products are requested by Muslim and non-Muslim customers due to as a security and quality concern. Indonesia as the largest Muslim population has not become the world's main producer of halal products despite of all the government mandatory obligation and program that can facilitate halal certification. However, Micro Small and Medium Enterprises (MSEs) that already have a halal certificate, will be more easily accepted by consumers of halal products. This study is purposed to determine effect of Halal Credence on Halal Purchase Intention using Attitude Towards Halal as mediating variable. Data were collected from 170 Muslim and Non-Muslim consumers living in Indonesia through questionnaire. Structural Equation Modelling (SEM) AMOS applied to evaluate the association between Halal Credence, Halal Purchase Intention, Attitude Towards Halal, and Halal Food Awareness. This study reveals that the Halal Credence has a positive effect on Halal Purchase Intention and Attitude Towards Halal. Attitude Towards Halal has as positive effect on Halal Food Awareness but does not affect Halal Purchase Intention and do not act as mediating variable. This study provides an additional study on the topic of halal consumer behaviour, especially by showing an empirical result from Indonesia as the largest Muslim country with large number of MSEs.

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