PENGARUH KESADARAN HALAL DAN SIKAP TERHADAP NIAT MEMBELI KULINER HALAL DIMODERASI OLEH RELIGUSITAS

KELSY APRIANA, YENTI AFRIDA

Abstract


This research aims to examine the factors that influence the intention to buy halal culinary among people in Padang City which is moderated by religiosity. This research uses quantitative methods, with data collection techniques using questionnaires. The population in the study were people in Padang City. The sampling technique used was Accidental Sampling and the number of samples was determined using the hair method as many as 160 samples. This research uses the Smart PLS data system version 4.0. The results of this research show that halal awareness has a positive and significant effect on the intention to buy halal culinary, attitude has a positive and significant effect on the intention to buy halal culinary. Religiosity as a moderating variable is not able to strengthen the influence of halal awareness on purchasing intentions and religiosity as a moderating variable is not able to strengthen the influence of attitudes on purchasing intentions.

Keywords


Halal Awareness, Attitude, Purchase Intention, Religiosity

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DOI: http://dx.doi.org/10.15548/jebi.v9i1.1252

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