The Influence of Religiusity and Halal Label through Halal Awareness Purchase Decisions

Wisnu Mahendri, Junianto Tjahjo Darsono, Achmad Firdiansjah


This study examines four variables namely religiosity, halal labels, halal awareness and purchasing decisions. The purpose of this study is to analyze and explain the effect of religiosity and halal labels on KFC product purchase decisions by testing halal awareness as intervening. The research respondents were KFC consumers in Jombang which were Muslim. A total of 133 respondents were sampled in this study. The analysis technique is descriptive and linear regression for confirmation on a structural equation model built by the researcher. The quantitative approach was chosen to explain the influence between research variables. Data collection using a questionnaire. The results of this study found that religiosity, halal labels and halal awareness had a positive impact on purchasing decisions for KFC products in Jombang. In previous studies, most religiosity variables and halal labels on purchasing decisions were examined without using intervention variables. This study includes an intervention variable, namely halal awareness to see its effect on purchasing decisions.


religiosity; halal label; halal awareness; purchasing decisions

Full Text:



Ahmad, N. A. B., Abaidah, T. N. B. T., & Yahya, M. H. B. A. (2013). A Study on Halal Food Awareness among Muslim Customers in Klang Valley. Ministry of Social Affairs and Employment, 1(95), 120–121.

Alfian, I. (2017). Analisis Pengaruh Label Halal, Brand dan Harga terhadap Keputusan Pembelian di Kota Medan. At-Tawassuth.

Ali, M. (2016). Konsep Makanan Halal dalam Tinjauan Syariah dan Tanggung Jawab Produk atas Produsen Industri Halal. AHKAM: Jurnal Ilmu Syariah, 16(2), 291–306.

Ambali, A. R., & Bakar, A. N. (2014). People’s Awareness on Halal Foods and Products: Potential Issues for Policy-makers. Procedia - Social and Behavioral Sciences, 121(September 2012), 3–25.

Arikunto, S. (2010). Prosedur Penelitian Ilmiah. In Rineka cipta, Jakarta.

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.

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 and Agribusiness Marketing, 25(1), 1–23.

Fatmasari, Sukesti, & Budiman, M. (2014). the Influence Halal Label and Personal Religiousity on Purchase. International Journal of Business, Economics and Law, 4(1), 2012–2015.

Fatmawati, I., & Pramintasari, T. R. (2013). Pengaruh Keyakinan Religius , Peran Sertifikasi Halal , Paparan Informasi , dan Alasan Kesehatan Terhadap Kesadaran Masyarakat Pada Produk Makanan Halal. Jurnal Manajemen Bisnis, 8(1), 734–766.

Ghozali, I. (2009). Aplikasi Multivariate Program SPSS. In Universitas Diponegoro, Semarang.

Ghozali, I. (2011). Aplikasi Analisis Multivariate dengan menggunakan SPSS. In Gramedia.

Hamdan, H., Issa, Z. M., & Abu, N. (2013). Journal of Food Products Marketing Purchasing Decisions among Muslim Consumers of Processed Halal, (December 2013), 37–41.

Hameeda, S., Gillani, B., Ijaz, F., Officer, A., Mahmood, M., & Khan, S. (2016). Role of Islamic Financial Institutions in Promotion of Pakistan Halal Food Industry. 3(1), 29–49.

Hasibuan, S. W., Nasution, Y., and Siregar, S.2019. The Effect of Health and Religious Beliefs on Consumer Consciousness of Using Halal Cosmetics. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) (2): 239-249.

Huber, S., & Huber, O. W. (2012). The Centrality of Religiosity Scale (CRS). Religions.

Hussaini, M. M. (1993). Islamic Dietary Concepts & Practices. In The Islamic Food & Nutrition Council of America.

Ishaq, I., & Prayoga, A. (2017). Kesadaran Halal dalam Minat Beli Produk Kue yang Belum Bersertifikat Halal. Prosiding Seminar Nasional Halal Awarness 2017, (July), 1–7.

Julianto, P. A. (n.d.). Permintaan Global Meningkat, Indonesia dan Malaysia Pacu Produk Halal. Retrieved March 7, 2020.

Kelly, J. R., Stark, R., & Glock, C. Y. (1968). American Piety: The Nature of Religious Commitment. Sociological Analysis.

Kotler, P., & Keller, K. L. (2009). Marketing management (13th ed.). In Prentice Hall.

Kotler, Philip, & Armstrong, G. (2018). Kotler & Armstrong, Principles of Marketing | Pearson. In Pearson.

Latif, H. (n.d.). State of The Global Islamic Economy 2016/17 | Zawya MENA Edition. Retrieved March 7, 2020, from

Martinelli, I., Harahap, A., and Zainuddin. Community Economic Development Prospect Based on Wakaf Funds. Budapest International Research and Critics Institute-Journal (BIRCI-Journal) (2): 409-423.

Muslichah, Abdulllah, H. R. binti, & Razak, A. L. bi A. (2014). The Effect of Reliogiosity on Purchase Decision towards Halal Foods with Awareness as Intervening Variable. Malaysia Indonesia International Conference on Economics, Management and Accounting (MICEMA 2014).

Nursanti, W., & Tielung, M. (2014). The Effect of Halal (permissible) Food Labeling on Islam Customer Purchase Decision in Solaria Restaurant Manado. Telematics and Informatics, 19(1), 27–40.

Patnoad, M. S. (2001). Food safety education in England: A Report from the Neha/Cieh Sabbatical Exchange Program. Journal of Environmental Health.

Santoso, S. (2012). Buku Latihan SPSS Statistik Parametik. in PT Elex Media Komputindo Kelompok Gramedia.

Schiffman, L., & Kanuk, L. L. (2008). Perilaku Konsumen. Jakarta: Indeks.

Sensus Penduduk 2010 - Penduduk Menurut Wilayah dan Agama yang Dianut | Indonesia. (n.d.). Retrieved March 7, 2020, from

Sugiyono. (2013). Metode Penelitian Pendidikan Pendekatan Kuantitaif, Kualitatif, dan R&D. Bandung CV alfabeta. Metode Penelitian Pendidikan Pendekatan Kuantitaif, Kualitatif, Dan R&D.

Sugiyono, P. D. Metode Penelitian Kuantitatif, Kualitatif,dan R&D. , Alfabeta, cv. (2016).

Sungkar, I., & Hashim, D. (2009). The Global Halal Food Market and Updates on Global Halal Standards (presentation slides). Proceedings of the 1st EAP Regional Agribusiness Trade and Investment Conference on Agro-Enterprise Without Borders, July 30-31, 2009, Holiday Inn, Atrium, Singapore.,1–27. Retrieved from

Yasid, Farhan, F., & Andriansyah, Y. . (2016). Factors affecting Muslim students awareness of halal products in Yogyakarta, Indonesia. International Review of Management and Marketing, 6(4), 27–31. ER

Yunos, R. M., Mahmood, C. F. C., & Mansor, N. H. A. (2014). Understanding Mechanisms to Promote Halal Industry-The Stakeholders’ Views. Procedia - Social and Behavioral Sciences, 130, 160–166.


Article Metrics

Abstract view : 608 times
PDF - 318 times


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.