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THE EFFECT OF HALAL LABELING AND HALAL AWARENESS THROUGH PRODUCT QUALITY AS A MEDIATION VARIABLE ON PRODUCT PURCHASE DECISIONS FOR STUDENTS
This study aims to investigate the influence of halal labeling and halal awareness on product purchase decisions, with product quality as a mediating variable, among students of Yogyakarta State University. The main objective of this research is to understand how these factors interact and influence consumer purchasing behavior. In recent years, the demand for halal products has increased significantly, especially among young and educated consumers. However, there is still a limited understanding of how halal labeling and halal awareness affect purchase decisions, as well as the role of product quality in this context. This research offers a new contribution by combining three important variables: halal labeling, halal awareness, and product quality, to analyze their influence on purchase decisions. The study also highlights the mediating role of product quality, which has not been extensively discussed in previous research. This study uses a quantitative approach with a survey method. Data were collected through questionnaires distributed to 142 randomly selected students of Yogyakarta State University. Data analysis was conducted using regression and path analysis techniques to examine the relationships between variables. The results of the study indicate that halal labeling and halal awareness have a positive and significant influence on product purchase decisions. Additionally, product quality is proven to be a mediating variable that strengthens the relationship between halal labeling and halal awareness with purchase decisions. These findings suggest that increasing halal labeling and halal awareness, as well as improving product quality, can drive better purchase decisions among students. This research provides a comprehensive understanding of how these variables interact with each other to influence customer behavior. It also offers stakeholders in the halal product market a useful guide. The practical implications of this research are the need for marketing strategies that focus more on enhancing halal labeling, halal awareness, and product quality to increase consumer appeal and trust in halal products. Keyword : halal labeling, halal awareness, purchase decisions,
FACULTY OF ECONOMICS AND BUSINESS - UNIVERSITAS NEGERI YOGYAKARTA
International Conference of Ethics on Business, Economics, and Social Science (ICEBESS)
Faculty of Economics and Business, Yogyakarta State University, Indonesia
THE EFFECT OF HALAL LABELING AND HALAL AWARENESS THROUGH PRODUCT QUALITY AS A MEDIATION VARIABLE ON PRODUCT PURCHASE DECISIONS FOR STUDENTS (Text)
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