Date: 27-10-2020 Digital Publication Services : JABM | JAM | ABMR | ABMCS | BLOG

Faculty Research

THE EFFECT OF RELIGIOSITY ON PURCHASE DECISION TOWARDS HALAL FOODS WITH AWARENESS AS INTERVENING VARIABLE

Detail
Author MUSLICHAH (Tim: Ketua)
ID 202.710.120
Published Date 01-01-1900

Abstract

-Abstract Muslim consumers ar influenced by different factors when trying to decide on whether or not to acquire halal foods. Religion is one of the important factors that shape consumers behavior toward halal foods. This study reports a study that examines the direct and indirect effect of religiosity on purchase decision. Data was collected from brunei Muara District using convenience sampling. One hundred ninety eight (198) respondents participated in this study. Using a path analysis this study found that among the sample; (1) the direct effect of religiosity on purchase decision is significant, (2) the indirect effect off religiosity on purchase decision through awareness is significant. This study contributes not only to the research literature but also to gevernment food manufactures and marketers to develop strategies related to halal foods. Keyword: awareness, purchase decision, halal foods, religiosity.