THE INFLUENCE OF HALAL AWARENESS, HALAL CERTIFICATION, HALAL MARKETING TOWARD CUSTOMERS PURCHASE INTENTION: A STUDY OF FOOD CONSUMPTION IN JAKARTA

Abstract

This research was intention to find out the influence between halal awareness,halal certification, halal marketing and customer purchase intention. A sample of 152 respondents in Jakarta area in Indonesia were chosen randomly by spreading the questionnaire, which was shared online, mostly by social communication tools. After acquiring the data, the researcher used Multiple Linear Regression analysis model which include validity and reliability testing and as well as hypotheses testing. Halal awareness and halal marketing were found to have significant influence toward customer purchase intention, but halal certification were not found to have significant influence toward customer purchase intention of halal food. All of the independent variables were found to be simultaneously significant toward dependent variable. There were 70.2% of changes of dependent variables (Customer Purchase Intention) were influenced by independent variables (halal awareness, halal certification, halal marketing). The other 29.8% were impacted by other factors that not discussed in this research.