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, 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