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The Influence of Halal Awareness on Purchase Intention of Halal Fast Food Products through Psychological Factors and Consumer Perceptions, with Religiosity as a Moderating Variable among Generation Z in Padang City

Authors

Tharisa Oksega Primulin Universitas Negeri Padang
Abror Abror Universitas Negeri Padang

DOI:

https://doi.org/10.55927/eajmr.v5i2.12

Keywords:

halal awareness, purchase intention, psychological factors, consumer perception, religiosity

Abstract

This study aims to analyze the influence of halal awareness on halal fast food purchase intentions in Generation Z Muslims in Padang City by integrating psychological factors (attitude, subjective norms, and perceived behavioral control), consumer perception (perceived benefits and perceived risks), and religiosity as moderation variables, as a development of the Theory of Planned Behavior in the context of halal consumption. This study uses a quantitative approach through a survey of 290 Muslim Generation Z respondents, with data analysis using SEM-PLS. The results of the study show that halal awareness has a significant effect on psychological factors and consumer perception, but does not have a direct effect on purchase intention. Purchase intent is significantly influenced by perceived behavioral control and perceived benefits, while religiosity moderates the relationship between halal awareness and purchase intent significantly in a negative direction. These findings provide theoretical and practical implications for the development of halal fast food consumption.

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