THE EFFECT OF HALAL AWARENESS, HALAL CERTIFICATION AND HALAL MARKETING TOWARD HALAL PURCHASE INTENTION OF FAST FOOD AMONG MUSLIM MILLENIALS GENERATION

Abstract

The purpose of this research is to analyze the effect of halal awareness, halal certification and halal marketing on purchase intention. Muslim millennial characteristics in this research are gender, age, occupation, income, status and domicile. The quantitative approach is carried out by online survey methods to respondents. The data were collected from October to April 2019 and respondents were selected by accidental sampling, data processing technique used in this research were SEM (Structural Equation Modelling) with Lisrel 8.3 software and descriptive analysis with SPSS 22. The results of this research indicate that halal awareness, halal certification and halal marketing have a significant influence on purchase halal purchase intention. It is characterized by positive score obtained in all the variables.