THE EFFECT OF RELIGIOSITY MODERATION TO HALAL LOGO ON INCREASING MUSLIM PURCHASE INTENTION IN JAKARTA

Abstract

Studying on sales of products that have Halal Logo are very attractive in Indonesia, putting Halal Logo on products are expected to improve consumers purchase intention. This study examines the effect of religiosity moderation to halal logo increasing purchase intention especially in Muslims consumer. From the results of several previous studies on the concept of halal and Muslim ways, there are three proposed variables, namely halal logo, religiosity and purchase intention. Where products with a halal logo which is moderated by religiosity will increase purchase intention of Muslims consumer. The data in this study were collected through online surveys using a google form questionnaire with a total of 120 Muslim consumers living in Jakarta with ages ranging from seventeen to forty years. The study was conducted in November 2018 using a research method that is moderate with a comparative approach of two groups of data samples to see the relationships between variables. Data analysis method use in this study is Univariate Analysis of Variance (Univariate ANOVA). The results of this study indicate that products with Halal Logo which is moderated by intrinsic religiosity will increase purchase intention but in the other hand Halal Logo which is moderated by extrinsic Religiosity does not increase purchase intention.

Keywords

• Halal
• logo
• intrinsic religiosity
• extrinsic religiosity
• purchase intention