Determining Factors of Muslim Consumer^s Purchase Intention Towards Halal Detergent for Sustainability of Halal Value Chain
Fatin Fadhilah Hasib(a*), Risma Vera Anggraini (b), Widiyanti Ayu Nilasari (b), Amnanda Hartanti (b), Dewi Rahmawati Maulidiyah (b)

Faculty of Economics and Business, University of Airlangga

Abstract

The increasing awareness of Muslim consumers to meet the needs of a halal lifestyle has led to an increase in the purchasing power of halal products. The halal value chain is a management standard that must be applied to every halal industry in the world to meet the halal standard of a product. This study aims to determine the purchase intention of Indonesian consumers towards halal detergent mediated by attitude variables. In this study, a quantitative approach was used with the help of a statistical tool, namely Smart PLS. There are 150 respondents according to the criteria used as samples in this study. The measurement model is used to test the validity and reliability, while the structural model is used to test causality (testing hypotheses with predictive models). The results of hypothesis testing indicate that attitudes can mediate subjective norms and halal certification variables on purchase intentions. However, the religiosity variable is not significant to purchase intention directly or indirectly. Halal certification variable is not significant to purchase intention. However, the subjective norm variable and the attitude variable have a significant effect on purchase intention.

Keywords: Religiosity- Halal Certification- Subjective Norm- Attitude- Purchase Intention.

Topic: Halal industry and marketing