Factors Affecting Product Purchase Decisions with Religiosity as a Moderating Variable among Students of the Islamic Economics Study Program at UIN North Sumatra
DOI:
https://doi.org/10.15642/mzw.2025.7.2.240-269Keywords:
Halal Literacy, Halal Label, Product Quality, Consumer Trust, ReligiosityAbstract
The rise of imported food products in Indonesia has influenced consumer interest, even though many of them do not yet have a halal label. This study aims to determine how halal literacy, halal labels, product quality, and consumer trust influence purchasing decisions for imported products. The sampling method used was non-probability sampling through the distribution of questionnaires to 90 respondents. Data analysis was conducted using a moderated regression method with the help of SPSS 22. The results showed that the halal literacy variable did not have a significant effect on purchasing decisions with a significance value of 0.087 > 0.05. Meanwhile, halal labels, product quality, and consumer trust each have a significant effect on purchasing decisions with a significance value of 0.000 < 0.05. Religiosity was only able to moderate the influence of consumer trust on purchasing decisions with a significance value of 0.038 < 0.05, while no moderating effect was found for the variables halal literacy, halal labels, and product quality
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