Factors Influencing Muslim Consumer Behavior and Purchase Intention as a Mediating Variable toward Halal Food Products in Indonesia
Abstract
Indonesia boasts the largest Muslim population globally, which has sparked interest in the halal industry among countries worldwide. Halal-certified food has gained international acceptance. This study investigates the influence of halal certification, halal awareness, price perception, and healthy lifestyle on the purchase intention and buying behavior of Muslim consumers toward halal food products in Indonesia. The study's target was the customers of halal food products at the national level, and the data collection method was an online survey conducted using Google Form questionnaires with the SmartPLS application tool. This study offers novel insights into the growth of the halal food industry in different cultural environments in Indonesia. It provides new academic and innovative perspectives on halal certification, price perception, healthy lifestyle, purchase intention, and buying behavior among consumers.
Keywords: halal awareness, halal certification, price perception, healthy lifestyle, purchase intention, buying behavior.
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