PURCHASE INTENTION FOR HALAL LABEL PRODUCTS: AN EVIDENCE FROM INDONESIA

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.