THE INFLUENCES OF KNOWLEDGE AND RELIGIOSITY ON ATTITUDE TOWARDS PURCHASE INTENTION OF HALAL FOOD PRODUCTS IN GREATER JAKARTA

Abstract

Purpose The purpose of this research is to investigate the determinants of purchase intention of halal food products, by examining the influences of knowledge, religiosity, and attitude on halal food of Muslim purchase intention in Greater Jakarta area. Design/Methodology/Approach Questionnaires which consist of 19 item statements were disseminated to several Muslim in Greater Jakarta and collected digitally use purposive sampling method. From overall 223 responses, there were only 209 usable result were proceed and used for further examination. Factor analysis was used to examine the construct validity, while cronbach’s alpha was used for reliability test. After that, SEM analysis as a tools to test the proposed hypotheses along with Multiple R Square in testing the strength among relations. Findings The findings of the research shows that the correlation of knowledge and attitude is insignificant, but there is a significant correlation between religiosity and attitude, and attitude towards intention on Muslim purchasing the halal food products. Furthermore, the religiosity have a biggest role on influencing the Muslim in Indonesia in making a decision to purchase the halal food products. Originality/Value This is the first study of its kind in Indonesia to explain the influences of knowledge and religiosity on Customer Attitude towards purchase intention.