The Influence of Product Knowledge and Religiosity on Purchasing Decisions: The mediating Role of Halal Awareness

Abstract

This study aims to analyze the influence of raw materials and halal awareness on purchase decisions, with religiosity as an intervening variable. The research involved 173 respondents, consisting of culinary MSMEs in the Purwokerto area. Data analysis was conducted using path analysis to examine the relationships among the research variables. The results show that raw materials have no significant effect on purchase decisions. Halal awareness significantly influences purchase decisions. Furthermore, raw materials and halal awareness partially influence religiosity. Religiosity does not mediate the relationship between raw materials and purchase decisions, but it does mediate the relationship between halal awareness and purchase decisions.