Halal Brand Awareness, Consumer Habit, and Purchase Decisions Exploring the Mediating Role of Religiosity
Keywords:
Halal brand awareness, Purchase decision, habit, Religiosity, Consumer behaviourAbstract
The rapid expansion of the global halal market raises an important question regarding the factors that drive consumers to choose halal food and beverage products. This study examines the effects of halal brand awareness and habit on purchase decisions and evaluates religiosity as a mediating mechanism. A quantitative survey was conducted using purposive sampling among Muslim consumers who had purchased food and beverage products while considering their halal status. A total of 153 valid responses were analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 3.2.9. The results show that halal brand awareness and habit have significant direct effects on purchase decisions. Both constructs also significantly influence religiosity, while religiosity itself has a significant effect on purchase decisions. The indirect-effect analysis further indicates that religiosity significantly mediates the relationships between halal brand awareness and purchase decisions and between habit and purchase decisions. The purchase-decision model has an R-squared value of 0.58, indicating moderate predictive power. These findings suggest that halal purchasing behavior is shaped by an interaction of cognitive awareness, repeated consumption habits, and religious commitment. For food and beverage firms operating in Indonesia, the results imply that halal positioning should go beyond label recognition by reinforcing credible halal values and consistent consumer experiences that can become embedded in everyday purchasing habits.
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