PENGARUH KESADARAN HALAL, KEBIASAAN, DAN SIKAP TERHADAP KEPUTUSAN PEMBELIAN : MEDIASI RELIGIUSITAS ISLAM
Abstract
This study aims to examine the effects of halal brand awareness, habit, and attitude on halal product purchase decisions among Muslim consumers in the Greater Jakarta area (JABODETABEK), as well as the mediating role of Islamic religiosity. A quantitative approach with a descriptive-causal design was employed. Data were collected through an online questionnaire from 117 respondents selected using purposive sampling. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The results indicate that habit has a positive and significant effect on halal product purchase decisions. In contrast, halal brand awareness and attitude do not significantly affect purchase decisions, although both positively and significantly influence Islamic religiosity. Furthermore, habit does not significantly affect Islamic religiosity, and Islamic religiosity does not significantly affect purchase decisions. The indirect effect analysis confirms that Islamic religiosity does not mediate the relationships between halal brand awareness, habit, attitude, and purchase decisions. These findings suggest that halal consumption behavior among urban Muslim consumers is driven more by habitual factors than by personal religiosity.
Keywords : attitude, habit, halal brand awareness, Islamic religiosity, purchase decision
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Akbar, Z., Shinta, A., Wahyuningtiyas, H., & Isaskar, R. (2025). The Effect of Certification and Product Knowledge on Instant Food Purchasing Decisions through Halal Awareness : The Moderating Role of Religiosity. 10, 1–26.
Albra, W., Muchtar, D., Nurlela, N., Muliani, M., Safitri, R., & Nisa, F. Z. (2023). The Role of Halal Awareness on the Relationship between Religiosity and Halal Purchase Intention. International Journal of Islamic Economics and Finance (IJIEF), 6(2), 312–336. https://doi.org/10.18196/ijief.v6i2.16685
Anjelina, N., & Andni, R. (2024). Faktor penentu keputusan pembelian dengan kepercayaan merek sebagai variabel intervening pada kosmetik halal. 8(1), 24–42.
Asmara Sani, A., Rahmayanti, D., Kamal, A.-H., Ilmiah, D., & Abdullah, N. B. (2023). Journal of Digital Marketing and Halal Industry Understanding Consumer Behavior: Halal Labeling and Purchase Intentions. Journal of Digital Marketing and Halal Industry, 5, 117–142. http://dx.doi.org/10.1016/j.aebj.2014.10.012
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Khanfani, M., Diniyah, A., Zahira, G., & Putri, A. (2023). EXPLORING CONSUMER INTENTIONS TOWARD HALAL COSMETICS WITH THE MODERATING ROLE OF HALAL AWARENESS : THE CASE OF INDONESIAN. 6(02), 144–160.
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Rafiki, A. (2024). An extensive effect of religiosity on the purchasing decisions of halal products. 8(3), 898–919. https://doi.org/10.1108/PRR-07-2022-0093
Rafiki, A., Hidayat, S. E., & Nasution, M. D. T. P. (2023). An extensive effect of religiosity on the purchasing decisions of halal products. PSU Research Review, 8(3), 898–919. https://doi.org/10.1108/PRR-07-2022-0093
Rahmaningrum, S. A., Hermawati, S. N., & Assyarofi, M. R. (2023). Attitude Toward Halal Produk : Perannya dalam Memediasi Pengaruh Halal Awareness dan Halal Label terhadap Keputusan Pembelian Produk Skincare Halal. 4(1), 21–38.
Reza, Muhammad, A. A. S. (2026). THE INFLUENCE OF HALAL BRAND AWARENESS AND RELIGIOSITY ON MUSLIM CONSUMERS’ HALAL PRODUCT PURCHASING DECISIONS. 9(1), 1915–1926. https://doi.org/https://doi.org/10.31538/iijse.v9i1.9056
Sani, A. A., & Hidayat, D. (2025). The Dynamic In uence of Religiosity and Knowledge Mediated by Attitude on Consumer Intentions to Buy Halal Products in Indonesia. 15(2), 126–146.
Saroya, S., Asnawi, N., & Prajnawati, M. I. (2024). The Role of Halal Awareness , Halal Labels and Halal Lifestyle on the Decision to Purchase a Product in the Millennial Generation Era with Religiosity as a Moderating Variable ( Postgraduate Student Study of Uin Maulana Malik Ibrahim Malang ). 07(10), 6358–6368. https://doi.org/10.47191/jefms/v7
Sugiono. (2016). Metode penelitian kuantitatif, kualitatif dan R&D.
Susilawati, C., Joharudin, A., Abduh, M., & Sonjaya, A. (2023). The Influence of Religiosity and Halal Labeling on Purchase Intention of Non-Food Halal Products. Indonesian Journal of Halal Research, 5(2), 77–89. https://doi.org/10.15575/ijhar.v5i2.22965
Wood, W., & Rünger, D. (2016). Psychology of Habit. Annual Review of Psychology, 67(1), 289–314. https://doi.org/10.1146/annurev-psych-122414-033417
Ajzen, I. (n.d.). The theory of planned behavior. https://doi.org/https://doi.org/10.1016/0749-5978(91)90020-T
Akbar, Z., Shinta, A., Wahyuningtiyas, H., & Isaskar, R. (2025). The Effect of Certification and Product Knowledge on Instant Food Purchasing Decisions through Halal Awareness : The Moderating Role of Religiosity. 10, 1–26.
Albra, W., Muchtar, D., Nurlela, N., Muliani, M., Safitri, R., & Nisa, F. Z. (2023). The Role of Halal Awareness on the Relationship between Religiosity and Halal Purchase Intention. International Journal of Islamic Economics and Finance (IJIEF), 6(2), 312–336. https://doi.org/10.18196/ijief.v6i2.16685
Anjelina, N., & Andni, R. (2024). Faktor penentu keputusan pembelian dengan kepercayaan merek sebagai variabel intervening pada kosmetik halal. 8(1), 24–42.
Asmara Sani, A., Rahmayanti, D., Kamal, A.-H., Ilmiah, D., & Abdullah, N. B. (2023). Journal of Digital Marketing and Halal Industry Understanding Consumer Behavior: Halal Labeling and Purchase Intentions. Journal of Digital Marketing and Halal Industry, 5, 117–142. http://dx.doi.org/10.1016/j.aebj.2014.10.012
Assyarofi, M. R., & Wulandari, F. (2023). Religiosity Mediation: Effects of Halal Labels and Halal Awareness on the Decision to Buy Halal Products in Non-Food Products. Jurnal Ilmiah Ekonomi Islam, 9(3), 3491. https://doi.org/10.29040/jiei.v9i3.9197
Ayman falak medina. (2025). Investing in Indonesia’s Halal Economy. Asean Briefing. https://www.aseanbriefing.com/news/investing-in-indonesias-halal-economy/?utm_source=chatgpt.com
Dessi Susanti&, S. N. S. (n.d.). Halal Knowledge, Religiosity, and Halal Awareness: Determinants of Generation Z Consumers Purchase Decision. https://doi.org/https://doi.org/10.29244/jcs.10.2.317-342
Fachrurrozie, Muhsin, Nurkhin, A., Mukhibad, H., & Daud, N. M. (2023). Determinants of halal food purchase decisions for Go Food and Shopee Food users. Innovative Marketing, 19(1), 113–125. https://doi.org/10.21511/im.19(1).2023.10
Hair et al. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). https://doi.org/https://doi.org/10.1007/978-3-030-80519-7
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hasyim, M. H. (2025). The Effect of Halal Awareness and Habit on Purchase Decisions with Religiosity as a Moderating Factor. 2(1).
Hossain, S., Hena, H., & Sampa, P. (2024). Decoding Consumer Habits: Analyzing Retail Patterns Across Demographics. Startupreneur Business Digital (SABDA Journal), 3(2), 148–159. https://doi.org/10.33050/sabda.v3i2.638
Istivani, A., & Najib, M. F. (2026). Determinants of Halal Meat Purchase Intention : Extending the Theory of Planned Behavior with Halal Supply Chain Knowledge and Religiosity. 1, 96–112.
Khanfani, M., Diniyah, A., Zahira, G., & Putri, A. (2023). EXPLORING CONSUMER INTENTIONS TOWARD HALAL COSMETICS WITH THE MODERATING ROLE OF HALAL AWARENESS : THE CASE OF INDONESIAN. 6(02), 144–160.
Maricar, R., Tinggi, S., Ekonomi, I., Prayudha, A., Mallu, A. H., Tinggi, S., Ekonomi, I., & Timur, U. I. (2024). THE INFLUENCE OF BRAND HALAL AWARENESS AND THE HALAL. 8(1), 37–42.
Nora, L., & Sriminarti, N. (2023). The Determinants of Purchase Intention Halal Products : The Moderating Role of Religiosity. 8(2), 220–233.
Oktapiani, N., Salman, M., Farisi, A., & Herawati, E. (2025). Halal Lifestyle , Awareness , and Consumer Behavior : Implications for the Halal Food Market in Dayeuh Village , Indonesia. 05(01), 47–62. https://doi.org/10.54045/jeksyah.v5i01.2649
Pratama, A. A. N., Hamidi, M. L., & Cahyono, E. (2023). The effect of halal brand awareness on purchase intention in indonesia: the mediating role of attitude. Cogent Business and Management, 10(1). https://doi.org/10.1080/23311975.2023.2168510
Puspita, A. T. (2023). Halal Food Shopping Behavior of Millennials : Evidence in Indonesia. 2(2).
Puspita, A. T. (2024). Attitude, Subjective Norm, and Perceived Behavioral Control on Halal Food Purchasing Behavior: A Case in Indonesia. Applied Marketing and Sustainability, 1(1). https://doi.org/10.58968/ams.v1i1.403
Rafiki, A. (2024). An extensive effect of religiosity on the purchasing decisions of halal products. 8(3), 898–919. https://doi.org/10.1108/PRR-07-2022-0093
Rafiki, A., Hidayat, S. E., & Nasution, M. D. T. P. (2023). An extensive effect of religiosity on the purchasing decisions of halal products. PSU Research Review, 8(3), 898–919. https://doi.org/10.1108/PRR-07-2022-0093
Rahmaningrum, S. A., Hermawati, S. N., & Assyarofi, M. R. (2023). Attitude Toward Halal Produk : Perannya dalam Memediasi Pengaruh Halal Awareness dan Halal Label terhadap Keputusan Pembelian Produk Skincare Halal. 4(1), 21–38.
Reza, Muhammad, A. A. S. (2026). THE INFLUENCE OF HALAL BRAND AWARENESS AND RELIGIOSITY ON MUSLIM CONSUMERS’ HALAL PRODUCT PURCHASING DECISIONS. 9(1), 1915–1926. https://doi.org/https://doi.org/10.31538/iijse.v9i1.9056
Sani, A. A., & Hidayat, D. (2025). The Dynamic In uence of Religiosity and Knowledge Mediated by Attitude on Consumer Intentions to Buy Halal Products in Indonesia. 15(2), 126–146.
Saroya, S., Asnawi, N., & Prajnawati, M. I. (2024). The Role of Halal Awareness , Halal Labels and Halal Lifestyle on the Decision to Purchase a Product in the Millennial Generation Era with Religiosity as a Moderating Variable ( Postgraduate Student Study of Uin Maulana Malik Ibrahim Malang ). 07(10), 6358–6368. https://doi.org/10.47191/jefms/v7
Sugiono. (2016). Metode penelitian kuantitatif, kualitatif dan R&D.
Susilawati, C., Joharudin, A., Abduh, M., & Sonjaya, A. (2023). The Influence of Religiosity and Halal Labeling on Purchase Intention of Non-Food Halal Products. Indonesian Journal of Halal Research, 5(2), 77–89. https://doi.org/10.15575/ijhar.v5i2.22965
Wood, W., & Rünger, D. (2016). Psychology of Habit. Annual Review of Psychology, 67(1), 289–314. https://doi.org/10.1146/annurev-psych-122414-033417
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