Main Article Content
The purpose of this study is to measure the effect of perceived behavior on the buying behavior of halal food in halal food consumers in Tangerang which is mediated by purchase intention and moderated by the halal awareness of halal food consumers. Data collection through electronic online questionnaires was carried out by the method of this research method is quantitative and sampling with snowball sampling method and the results of the questionnaire were returned and valid as many as 300 respondents of halal food consumers. Analysis and data processing using SEM method with SmartPLS 3.0 software. The results of this study indicate that attitudes have a significant effect on purchase intentions and subjective norms have a significant effect on purchase intentions and perceptions of behavioral control have a significant effect on purchase intentions. Meanwhile, purchase intention has a significant effect on the purchasing behavior of work consumers, and halal awareness moderates the effect of purchase intention on purchasing behavior. This research can be a reference for further research and can be applied elsewhere. The results of this study can add to the literacy of further research on halal food awareness.
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