THE INFLUENCE OF RELIGIOSITY AND HALAL CERTIFICATION ON THE PURCHASE INTENTION IN HALAL RESTAURANT IN PALANGKA RAYA CITY WITH ATTITUDE AS AN INTERVENING VARIABLE
Reza Raihansyah, Vivy Kristinae, Ani Mahrita

Faculty Economics and Business, University of Palangka Raya

Abstract

Indonesia is one of the countries with the largest Muslim population in the world, which has led to the rapid growth of the halal industry. However, research on this halal industry is still relatively scarce. This study aims to gain a deeper understanding of the factors influencing consumers^ purchasing interest in halal food, specifically in halal restaurants in Palangka Raya, Central Kalimantan, to fill the gap in related research. This research employed a quantitative method with a sampling technique using the Lemeshow approach, resulting in a sample size of 100 respondents. The collected data was then processed using SmartPLS. The research results showed that religiosity, halal certification, and attitude had a positive and significant influence on purchase intention. Religiosity had a positive and significant impact on attitude, while halal certification had a positive but insignificant impact on attitude. Furthermore, in the mediation test, attitude was able to mediate the influence between religiosity and purchase intention but failed to mediate the relationship between halal certification and purchase intention. In conclusion, religiosity, halal certification, and attitude are among the factors that significantly influence the increasing purchase intention in halal restaurants in Palangka Raya. Therefore, halal restaurants should pay attention to these three variables to maintain or increase consumers^ purchase intention in halal restaurants in Palangka Raya.

Keywords: Religiosity, Halal Certification, Attitude, Purchase Intention

Topic: Halal industry