PERCEPTION OF HALAL VALUES, RELIGIOUS BELIEFS, AND ATTITUDES TOWARDS THE INTENTION TO PURCHASE PESANTREN PRODUCTS
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Abstract
This study aims to analyze halal perceived values and religious beliefs in influencing the intention to purchase pesantren products which are mediated by consumer attitudes. This study uses 100 respondents from consumers who live on the island of Java and have purchased pesantren products. Then the data were analyzed using a quantitative approach, with the partial least squares (PLS) analysis technique using Smart PLS 4 software. This study shows that halal perceived values and religious beliefs predicts consumer intentions to purchase pesantren products. This study also confirms that consumer attitudes influence the halal perceived values and religious beliefs on consumer intentions to purchase pesantren products. This research provides important insights about the concept of consumer halal beliefs that influence their decision to purchase pesantren products. In addition, Pesantren Business Unit actors must consider the new lifestyle adopted by consumers, where currently consumers tend to have an awareness of the halalness of goods or services in considering and evaluating a particular item before making a purchase.
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