THE INFLUENCE OF RELIGIOSITY, HALAL LABEL AWARENESS, PERCEIVED RISK, TOWARD PURCHASE INTENTION: DIRECT AND INDIRECT EFFECT OF CONSUMER ATTITUDE OF KOREAN INSTANT NOODLE (SAMYANG) IN PONTIANAK

Hendi Thendra

Abstract


This research aimed to determine the impact of religiosity, halal label awareness, perceived risk toward purchase intention through consumer attitude as mediator variable and SAMYANG instant noodle product in Pontianak as the research object. This research is quantitative serves to test the hypothesis proposed in the research and answered the problem in the research. The sample of this research is muslim in Pontianak age ≥ 19 years old, who has knowledge about halal. The data are obtained by using questionnaire. This reseacrh use random sampling, which total sample is 135, and using SmartPLS 3.2.8 software to analyze the data. The research show that Religiosity has positive influence to consumer attitude for Moslem consumer in Pontianak, Religiosity has positive influence to purchase intention for Moslem consumer in Pontianak, Halal Label Awareness has positive influence to consumer attitude for Moslem consumer in Pontianak, Halal Label Awareness has positive influence to purchase intention for Moslem consumer in Pontianak, Perceived Risk has positive influence to consumer attitude for Moslem consumer in Pontianak, Perceived Risk has positive influence to purchase intention for Moslem consumer in Pontianak, Consumer Attitude has positive influence to Purchase Intention for Moslem consumer in Pontianak, Consumer Attitude mediates the relationship between Religiosity and Purchase Intention, Consumer Attitude mediates the relationship between Halal Label Awareness and Purchase Intention, Consumer Attitude mediates the relationship between Perceived Risk and Purchase Intention.

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