International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
Since Year 2012 | Open Access | Fully Refereed | Peer Reviewed

ISSN: 2319-7064




Downloads: 133

Research Paper | Marketing | Indonesia | Volume 8 Issue 11, November 2019


The Influence of Attitude, Subjective Norm, and Perceived Behavioral Control on Purchase Interest and Behavior of Halal Food Product with Halal Awareness as Moderated Variable

Rizki Trio Vernanda | Anas Hidayat [2] | Binarin Tirto Andika


Abstract: The purpose of this research is to analyze the influence of attitude, subjective norms and perceived behavioral control on purchase interest and behavior of halal products. Beside that, this research analyzed the halal awareness in moderating the relationship of purchase interest and purchase behavior halal products. In this research, the population were all college students in Yogyakarta. The sample was 250 students. It was collected using Google form. The analysis of the data used PLS method. The results of this research proved that attitude, subjective norm and perceived behavioral control had positive influence on purchase interest of halal food products, purchase interest had positive influence on purchase behavior toward halal food product and halal awareness moderated positive influence of purchase interest and purchase behavior of halal food products.


Keywords: Attitude, subjective norm, perceived behavioral control, purchase interest, purchase behavior, halal awareness


Edition: Volume 8 Issue 11, November 2019,


Pages: 1969 - 1976

The Influence of Attitude, Subjective Norm, and Perceived Behavioral Control on Purchase Interest and Behavior of Halal Food Product with Halal Awareness as Moderated Variable


How to Cite this Article?

Rizki Trio Vernanda, Anas Hidayat, Binarin Tirto Andika, "The Influence of Attitude, Subjective Norm, and Perceived Behavioral Control on Purchase Interest and Behavior of Halal Food Product with Halal Awareness as Moderated Variable", International Journal of Science and Research (IJSR), https://www.ijsr.net/get_abstract.php?paper_id=ART20203112, Volume 8 Issue 11, November 2019, 1969 - 1976, #ijsrnet

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