The Determinants of Purchase Intention Halal Products: The Moderating Role of Religiosity

Halal marketing is an important concept for marketers doing business in Muslim-majority countries. To predict consumer behavior toward halal products, the Theory of Reasoned Action (TRA) explains two components formation purchase intentions, namely attitude and subjective norms. Consumer concern lawfulness a product also influenced by person's level religiosity. This study aims to empirically test ability religiosity as moderator that affects attitudes, norms on intentions. applied quantitative design. One hundred ninety respondents Indonesia were collected through random sampling. Data online questionnaire using Google Forms analyzed Structural Equation Modelling (SEM). attitudes have positive significant effect Religiosity able influence The results this provide information products are unique because they spiritual elements. In regard, must remember Muslim consumers exercise additional vigilance ensure fulfills not only functional needs but needs.