Halal Awareness, Consumer Trust and Consumer Decision to Purchase Halal Meat

Ivanisa, Syabita (2023) Halal Awareness, Consumer Trust and Consumer Decision to Purchase Halal Meat. In: Prosiding Balai Gadang International Annual International Conference on Islamic Studies (BAGAICIES) II tahun 2023: Halal Industry Ecosystem The Current Issues and Future Challenges, 27 Juli 2023, Padang.

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Abstract

This study aims to determine the effect of halal awareness on purchasing decisions for halal meat in the city of Padang mediated by consumer trust. The sample of this research is 100 people, and the location which is the object of this research is the city of Padang; this research is quantitative, the research data is primary data, and the data collection is done by using purposive sampling technique and using Partial Least Square (PLS). The results of this study indicate that halal awareness through consumer trust has a positive and significant effect on purchasing decisions. In contrast, consumer trust has a more dominant influence on buying decisions. This research implies that consumers must be supported by products accompanied by clear and hygienic halal certification to foster consumer confidence and make halal meat buying decisions. This research is expected to positively contribute to all interested parties, especially frozen halal consumers.

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