Abstract:
Purpose - The purpose of this research is to investigate the intention to purchase of
halal label food or products in West Java, Indonesia. The independent variables are
Halal Marketing, Islamic Brand, Product Ingredient, Halal Awareness, Exposure,
Halal Certification, Religious belief. The dependent variable is purchase intention.
Design/methodology/approach – This study used a quantitative methodology. Nonprobability with purposive used as the sampling method. Questionnaire are chosen as
the source of primary data were distributed to Muslim people in West Java. 253
respondents were collected. And processed using PLS-SEM to check the validity and
reliability.
Findings - The most influential factor toward Purchase Intention of Halal label
products is Halal Awareness, Islamic Brand; the most influential factor toward Halal
Awareness is Halal Certification, religious belief and exposure; Halal Marketing and
Product Ingredient has no significant influences toward Purchase Intention.
Value - This research examines the significance factors that influence the purchase
intention of Halal label products. Few of research topic about Halal food or products.
Managerial implications provided for the company to be registered to MUI and
recommendation for further research.
