The Dynamic Influence of Religiosity and Knowledge Mediated by Attitude on Consumer Intentions to Buy Halal Products in Indonesia

Ageng Asmara Sani; Sakifah Sakifah; Deny Hidayat

doi:10.21927/jesi.2025.15(2).126-146

The Dynamic Influence of Religiosity and Knowledge Mediated by Attitude on Consumer Intentions to Buy Halal Products in Indonesia

Ageng Asmara Sani, Sakifah Sakifah, Deny Hidayat

Abstract

Introduction : This study examines the dynamic influence of religiosity and knowledge, mediated by attitude, on consumer intentions to buy halal products in Indonesia, where the growing Muslim population has increased the demand for halal goods. Understanding the factors that shape this intention is essential for building consumer trust and strengthening the development of the halal sector. The research addresses how religiosity and knowledge affect purchase intention for halal products, with attitude acting as a mediating variable. This paper contributes by testing the indirect impact of religiosity and knowledge on purchase intention through attitude, a relationship that has not been fully examined in the Indonesian halal consumption context.

Methodology: A quantitative method was applied using data from 180 respondents in six provinces across Java. Structural Equation Modeling (SEM) was conducted using LISREL, with Confirmatory Factor Analysis (CFA) employed for model validation.
Results: Religiosity and knowledge influence purchase intention only indirectly through attitude (T = 2.56 and 2.87), while attitude itself has a direct significant effect (T = 3.79). Goodness-of-fit indices indicate a well-fitting model (GFI = 0.90, RMSEA = 0.051, Chi-Square = 165.64, df = 113).
Conclusion: Attitude plays a critical mediating role between internal values and consumer intention. Stakeholders should focus on strengthening consumer attitudes through education and value based campaigns to boost halal product adoption.

Keywords

attitude, halal product, intention to buy, knowledge, religiosity

Full Text:

PDF

References

Abd Rahman, A., Asrarhaghighi, E., & Ab Rahman, S. (2015). Consumers and halal cosmetic products: Knowledge, religiosity, attitude and intention. Journal of Islamic Marketing, 6(1), 148–163. https://doi.org/10.1108/JIMA-09-2013-0068

Ali, A., Xiaoling, G., Sherwani, M., & Ali, A. (2017). Factors affecting Halal meat purchase intention – evidence from international Muslim students in China. British Food Journal, 119(3), 527–541. https://doi.org/10.1108/BFJ-10-2016-0455

Anam, J., Sany Sanuri, B. M. M., & Ismail, B. L. O. (2018). Conceptualizing the relation between halal logo, perceived product quality and the role of consumer knowledge. Journal of Islamic Marketing, 9(4), 727–746. https://doi.org/10.1108/JIMA-02-2017-0019

Aritama, F. D., Ariwibowo, F., Purwantiningsih, D., Wahyana, M. A., Amri, S., & Wulandari, F. (2023). Religiosity Dan Personal Norm Pengaruhnya Terhadap Keputusan Pembelian Produk Halal: Mediasi Sikap Konsumen. Jurnal Ilmiah Ekonomi Islam, 9(3), 4000. https://doi.org/10.29040/jiei.v9i3.9176

Aspan, H., Sipayung, I. M., Muharrami, A. P., & Ritonga, H. M. (2017). The Effect of Halal Label, Halal Awarness, Product Price, and Brand Image to the Purchasing Decision on Cosmetic Products (Case Study on Consumers of Sari Ayu Martha Tilaar in Binjai City). International Journal of Global Sustainability, 1(1), 55. https://doi.org/10.5296/ijgs.v1i1.12017

Aziz, Y. A., & Chok, N. V. (2013). The Role of Halal Awareness , Halal Certification , and Marketing Components in Determining Halal Purchase Intention Among Non-Muslims in Malaysia : A Structural Equation Modeling Approach. Journal of International Food & Agribusiness Marketing, 25(1), 1–23. https://doi.org/10.1080/08974438.2013.723997

Blackwell, R., D’Souza, C. ., Taghian, M., Miniard, P., & Engel, J. (2006). Consumer Behavior (1ed.) (1st ed.). Thompson Learning Publisher.

BPJPH. (2024). Dashboard Jaminan Produk Halal. http://app.halal.go.id/dashboard/html/maindata

Brucks, M. (1986). A Typology of Consumer Knowledge Content. Advances in Consumer Research, 13, 58–63.

Carlson, J. P., Vincent, L. H., Hardesty, D. M., & Bearden, W. O. (2009). Objective and subjective knowledge relationships: A quantitative analysis of consumer research findings. Journal of Consumer Research, 35(5), 864–876. https://doi.org/10.1086/593688

DinarStandard, & Salam Gateway. (2025). State of the Global Islamic Economy From Crisis to Catalyst: Evolving Islamic Economy Opportunities. In Dubai the capital of islamic economy.

Famiza, N., Samsinar, N., & Firdaus, R. (2017). Buying Halal Pharmaceutical Products : Do Consumers Have Imperfect Knowledge ? 25, 153–164.

Faridah, H. D. (2019). Halal certification in Indonesia; history, development, and implementation. Journal of Halal Product and Research, 2(2), 68. https://doi.org/10.20473/jhpr.vol.2-issue.2.68-78

Golnaz, R., Zainalabidin, M., & Shamsudin, M. N. (2015). Can Halal Be Sustainable? Study on Malaysian Consumers’ Perspective. Journal of Food Products Marketing, 21(6), 654–666. https://doi.org/https://doi.org/10.1080/10454446.2014.883583

Government of the Republic of Indonesia. (2014). Undang-Undang No 33 Tahun 2014 Tentang Jaminan Produk Halal.

Government of the Republic of Indonesia. (2021). Peraturan Pemerintah Republik Indonesia Nomor 39 Tahun 2021 Tentang Penyelenggaraan Bidang Jaminan Produk Halal. h t t p : / / w w w . h a l a l m u i . o r g / i m a g e s / s t o r i e s / k e b i j a k a n - h a l a l - d i - indonesia/PP_Nomor_39_Tahun_2021.pdf

Graafland, J. (2017). Religiosity, Attitude, and the Demand for Socially Responsible Products. Journal of Business Ethics, 144(1), 121–138. https://doi.org/10.1007/s10551-015-2796-9

Hair, J. F., Hult, G. T. M., Ringel, C. M., & Sarsted, M. (2017). A Primer on Partial Least Squares Structura Equation Modeling (PLS-SEM). SAGE Publications.

Hall, E. E., & Sevim, N. (2016). Halal Food Consumption Intention by Turkish Immigrants. IJBMI Journal, 5(11), 36–40.

Haque, A., Anwar, N., Yasmin, F., Sarwar, A., Ibrahim, Z., & Momen, A. (2015). Purchase intention of foreign products: A study on Bangladeshi consumer perspective. SAGE Open, 5(2), 1–12. https://doi.org/10.1177/2158244015592680

Haque, A., Sarwar, A., Yasmin, F., Tarofder, A. K., & Hossain, M. A. (2015). Non-Muslim consumers’ perception toward purchasing halal food products in Malaysia. Journal of Islamic Marketing, 6(1), 148–163. https://doi.org/10.1108/JIMA-04-2014-0033

Hutajulu, N., & Rahmadana, Mf. (2015). Effect of Education Level, Income, Inflation on Community Consumption Pattern in North Sumatera Province. Annual International Seminar on Transformative Education and Educational Leadership (AISTEEL) EISSN,

–4613.

Idris, P. S. R. P. H., Musa, S. F. P. D., & Sumardi, W. H. H. (2021). Halal-Tayyiban and Sustainable Development Goals. International Journal of Asian Business and Information Management, 13(2), 1–16. https://doi.org/10.4018/IJABIM.20220701.oa9

II, J. E. B., Kotrlik, J. W., & Higgins, C. C. (2001). Organizational Research: Determing appropriate sample size in survey research. Information Technology, Learning, and Performance Journal, 19(1), 43–50. https://www.opalco.com/wp- content/uploads/2014/10/Reading-Sample-Size1.pdf

Indah. (2023). Produk Ini Harus Bersertifikat Halal di 2024, Kemenag: Ada Sanksi Bagi yang Belum! https://kemenag.go.id/pers-rilis/produk-ini-harus-bersertifikat-halal-di-2024- kemenag-ada-sanksi-bagi-yang-belum-hdyhh9

Jamal, A., & Sharifuddin, J. (2015). Perceived Value and Perceived Usefulness of Halal Labeling: the Role of Religion and Culture. Journal of Business Research, 68(5), 933–941. https://doi.org/10.1016/j.jbusres.2014.09.020

Jannah, A. M., Murwatiningsih, M., & Oktarina, N. (2021). The Effect of Financial Literacy , Social Media , and Social Environment towards The Consumptive Behavior of Students at SMA Negeri Kabupaten Jepara. Journal of Economic Education, 10(2), 85–93. https://doi.org/10.15294/jeec.v9i2.43986

Jumani, Z. A., & Sukhabot, S. (2020). Behavioral intentions of different religions: Purchasing halal logo products at convenience stores in Hatyai. Journal of Islamic Marketing, 11(3), 797–818. https://doi.org/10.1108/JIMA-07-2018-0112

Kaur, J., Bhardwaj, N., Fernandes, R., Vidya, V., & Farooqui, N. A. (2023). A meta-analytical study on the role of religiosity on purchase intention in the theory of planned behavior. Journal of Islamic Marketing, 14(11), 2845–2870. https://doi.org/10.1108/JIMA-09- 2021-0304

Kementerian Agama Republik Indonesia. (2024). Kewajiban Sertifikasi Halal Produk UMK Ditunda, Menag: Bentuk Keberpihakan Pemerintah. Badan Penyelenggara Jaminan Produk Halal Kementerian Agama RI. https://bpjph.halal.go.id/detail/kewajiban- sertifikasi-halal-produk-umk-ditunda-menag-bentuk-keberpihakan-pemerintah

Koc, F., Ozkan, B., Komodromos, M., Halil Efendioglu, I., & Baran, T. (2024). The effects of trust and religiosity on halal products purchase intention: indirect effect of attitude. EuroMed Journal of Business. https://doi.org/10.1108/EMJB-01-2024-0004

Letsoin, B., & Riorini, S. V. (2023). The Mediating Role of Attitude Toward Product Towards Halal Cosmetic Purchase Intention in Female Consumers in Indonesia. Journal of Social Research, 2(5), 1616–1633. https://doi.org/10.55324/josr.v2i5.854

Maison, D., Marchlewska, M., Syarifah, D., Zein, R. A., & Purba, H. P. (2018). Explicit versus implicit “Halal” information: Influence of the halal label and the country-of-origin information on product perceptions in Indonesia. Frontiers in Psychology, 9(MAR), 1–7. https://doi.org/10.3389/fpsyg.2018.00382

Maulani, M. R., Yuliana, I., Marlina, F. N., Nirwana, B. N., & Aditia, R. (2023). Pengaruh Religiusitas terhadap Niat Beli Kosmetik Halal dengan Sikap Millenial sebagai Mediasi. Target: Jurnal Manajemen Bisnis, 5(2), 195–208. https://doi.org/10.30812/target.v5i2.3626

Muhammad, N. Leong, V.S. Mizerski, D. (2016). Consumer knowledge and religious on products: young Muslim consumser’s perspective. Journal of Islamic Marketing, 7(1). https://doi.org/10.1108/JIMA-08-2014-0056

Mohamed Omar, K., Kamariah Nik Mat, N., Ahmed Imhemed, G., & Mahdi Ahamed Ali, F. (2012). The Direct Effects of Halal Product Actual Purchase Antecedents among the International Muslim Consumers. American Journal of Economics, 2(4), 87–92. https://doi.org/10.5923/j.economics.20120001.20

Mohd Dali, N. R. S., Yousafzai, S., & Abdul Hamid, H. (2019). Religiosity scale development. Journal of Islamic Marketing, 10(1), 227–248. https://doi.org/10.1108/JIMA-11-2016-0087

Moniaga, V., Sumual, T. E. M., & Kumajas, L. (2023). Pengaruh Pengetahuan Produk Terhadap Niat Beli Produk Wardah Sebagai Kosmetik Halal Melalui Sikap Konsumen. Manajemen Dan Kewirausahaan, 4(1), 67–80. https://doi.org/10.53682/mk.v4i1.6789

Nasrullah, M. (2015). Islamic Branding, Religiusitas Dan Keputusan Konsumen Terhadap Produk. Jurnal Hukum Islam, 79–87. https://doi.org/10.28918/jhi.v13i2.487

Nurhayati, T., & Hendar, H. (2020). Personal intrinsic religiosity and product knowledge on halal product purchase intention: Role of halal product awareness. Journal of Islamic Marketing, 11(3), 603–620. https://doi.org/10.1108/JIMA-11-2018-0220

Oktaviani, M., & Tunjungsari, H. K. (2021). Pengaruh Pengetahuan dan Keagamaan terhadap Sikap yang Mempengaruhi Minat Pembelian Konsumen Muslim pada Kosmetik Halal di Jabodetabek. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(4), 364. https://doi.org/10.24912/jmbk.v5i4.12793

Olya, H. G. T., & Al-ansi, A. (2018). Risk assessment of halal products and services: Implication for tourism industry. Tourism Management, 65, 279–291. https://doi.org/10.1016/j.tourman.2017.10.015

Pew Research Center. (2022). Religious Composition by Country, 2010-2050. Pew Research Center. https://www.pewresearch.org/religion/feature/religious-composition-by- country-2010-2050/

Pradana, M., Rubiyanti, N., & Marimon, F. (2024). Measuring Indonesian young consumers’ halal purchase intention of foreign-branded food products. Humanities and Social Sciences Communications, 11(1). https://doi.org/10.1057/s41599-023-02559-0

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. https://doi.org/10.1108/PRR-07-2022-0093

Rizkitysha, T. L., & Hananto, A. (2020). “Do knowledge, perceived usefulness of halal label and religiosity affect attitude and intention to buy halal-labeled detergent?” Journal of Islamic Marketing, 13(3), 649–670. https://doi.org/10.1108/JIMA-03-2020-0070

Rusmiati, R. (2024). Halal Food, Religiosity, and Attitudes Toward Intention to Use Products and Services of Sharia-Compliant Hotels in Lombok, West Nusa Tenggara. Indonesian Journal of Islamic Economics and Finance, 4(1), 175–188. https://doi.org/10.37680/ijief.v4i1.5699

Safiek, M. (2009). Relevancy and Measurement of Religiosity in Consumer Behavior Research. International Business Research, 2(3), 75–84. https://doi.org/ 10.5539/ibr.v2n3p75

Sani, A. A., Rahmayanti, D., Kamal, A.-H., Ilmiah, D., & Abdullah, N. B. (2023). Understanding Consumer Behavior: Halal Labeling and Purchase Intentions. Journal of Digital Marketing and Halal Industry, 5(1), 117–142. https://doi.org/10.21580/jdmhi.2023.5.1.16543

Sekaran, U., & Bougie, R. (2016). Research Methods for Business: a Skill Building Approach.

th ed. (7th ed.). John Wiley & Sons.

Shyan, K., David, F., Zafer, S. W. B., & Fam, K. S. (2004). The influence of religion on attitudes towards the advertising of controversial products. 38(5/6), 537–555. https://doi.org/10.1108/03090560410529204

Ur Rehman, S., Bhatti, A., & Chaudhry, N. I. (2019). Mediating effect of innovative culture and organizational learning between leadership styles at third-order and organizational performance in Malaysian SMEs. Journal of Global Entrepreneurship Research, 9(1), 1–24. https://doi.org/10.1186/s40497-019-0159-1

Valente, R. R., & Smith, R. A. (2023). Religiosity and Misanthropy across the Racial and Ethnic Divide. Religions, 14(3), 393. https://doi.org/10.3390/rel14030393

Wiyono, S. N., Deliana, Y., Wulandari, E., & Kamarulzaman, N. H. (2022). The Embodiment of Muslim Intention Elements in Buying Halal Food Products: A Literature Review. Sustainability (Switzerland), 14(20), 1–19. https://doi.org/10.3390/su142013163

Yener, D. (2015). Factors That Affect the Attitudes of Consumers Toward Halal-Certified Products in Turkey. Journal of Food Products Marketing, 21(2), 160–178. https://doi.org/10.1080/10454446.2013.843483

Yulia, Lady. (2015). Halal Products Industry Development Strategy Strategi Pengembangan Industri Produk Halal. Jurnal Bisnis Islam, 8(1), 121–162. https://doi.org/10.37302/jbi.v8i1

Zulfakar, M. H., Anuar, M. M., & Talib, M. S. A. (2014). Conceptual Framework on Halal Food Supply Chain Integrity Enhancement. Procedia - Social and Behavioral Sciences, 121, 58–67. https://doi.org/10.1016/j.sbspro.2014.01.1108

Zumrotun Nisa, K., & Ajib Ridlwan, A. (2022). Peran Pengetahuan Halal, Religiusitas, Dan Sikap Terhadap Niat Beli Kosmetik Lokal Berlabel Halal. Jurnal Ilmu Manajemen, 10(2020), 2022. https://doi.org/10.26740/jim.v10n4.p1237-1249

DOI: http://dx.doi.org/10.21927/jesi.2025.15(2).126-146