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Does Religiosity Moderate Halal Purchase Decisions?: Examining the Role of Awareness, Certification, Marketing Mix Strategies, Socia,l and Innovation
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Author(s): Indah Fatmawati (Universitas Muhammadiyah Yogyakarta, Indonesia)and Lieftyanna Luthfie Tiffany (Universitas Muhammadiyah Yogyakarta, Indonesia)
Copyright: 2025
Pages: 30
Source title:
Implementing Halal Principles and Regulations in Business Governance
Source Author(s)/Editor(s): Mohammad Nabil Almunawar (Universiti Brunei Darussalam, Brunei), Achmad Ubaedillah (Universitas Islam Negeri Syarif Hidayatullah Jakarta, Indonesia), Euis Amalia (Universitas Islam Negeri Syarif Hidayatullah Jakarta, Indonesia)and Anis Malik Thoha (Universiti Sultan Sharif Ali, Brunei)
DOI: 10.4018/979-8-3373-3917-7.ch010
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Abstract
The global halal industry is rapidly expanding, highlighting the importance of understanding consumer behavior and the role of religiosity in purchase decisions. This study explores how halal awareness, halal certification, marketing mix perception, social factors, and innovation attributes influence purchasing decisions, with religious beliefs as a moderating factor. A quantitative research approach was adopted, involving 188 respondents recruited through non-probability sampling. Data were gathered using online questionnaires distributed via Google Forms and analyzed using multiple regression and moderation regression techniques in SPSS Version 20. The results indicate that halal awareness, halal certification, and marketing mix perception significantly influence purchasing decisions, while social factors and innovation attributes do not. Religious beliefs moderate the relationship between halal awareness, halal certification, marketing mix perception, and social factors but have no moderating effect on innovation attributes.
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