Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 24 No. 11 (2025): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi
Articles

PENGARUH HALAL AWARENESS, HALAL LOGO, DAN RELIGIOSITY TERHADAP PURCHASE INTENTION DAN BRAND LOYALTY

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  • Mustika Jeany,
  • Puspita Chairun Nisa
Mustika Jeany
Universitas Esa Unggul
Puspita Chairun Nisa
Universitas Esa Unggul

Published 2025-10-15

Keywords

  • Halal Awareness,
  • Halal Logo,
  • Religiosity,
  • Purchase Intention,
  • Brand Loyalty,
  • Korean Restaurant,
  • Muslim
    • ...More
    Less

How to Cite

PENGARUH HALAL AWARENESS, HALAL LOGO, DAN RELIGIOSITY TERHADAP PURCHASE INTENTION DAN BRAND LOYALTY. (2025). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 24(11), 521-530. https://doi.org/10.5281/zenodo.17359878

Abstract

The present study aims to analyse the influence of halal awareness, halal logo, and religiosity on purchase intention and its implications for brand loyalty among Muslim consumers who consume Korean restaurant food in Jakarta and Bekasi. The research method employed is a quantitative approach with a causal design. The sample was obtained through purposive sampling, with 125 Muslim respondents aged 18–45 years who had consumed food at Korean restaurants at least twice in the past three months. The analysis was conducted using Structural Equation Modeling-Partial Least Square (SEM-PLS). The results indicated that the halal logo exerted a positive influence on purchase intention, while halal awareness and religiosity did not demonstrate a significant impact. Furthermore, the study found that purchase intention had a positive effect on brand loyalty. The findings of this study demonstrate that the halal logo is the primary factor influencing Muslim consumers' purchase intention at Korean restaurants. The results suggest that halal awareness and religiosity are not yet sufficiently developed to shape purchase intention. The managerial implications of this study emphasise the importance of visually highlighting halal certification at Korean restaurants to enhance consumer trust and foster brand loyalty, particularly among young Muslim Indonesians

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