ATTITUDE MODERATES THE INFLUENCE OF RELIGIOSITY ON PURCHASE INTENTION HALAL PRODUCTS WITH ATTITUDE AS A MODERATION VARIABLE

Adiyono Adiyono, Mulyono Mulyono, Nur Aida

Abstract


This research aims to determine the direct and indirect influence of religiosity on people's buying interest in halal products with attitude as a moderating variable. Exogenous variables consist of religiosity and attitudes and endogenous variables consist of purchase intention and attitudes. The research population was a Muslim community with a sample size of 33 and the sampling technique was random. The analysis tool uses SEM PLS 4.0. Based on the measurement model, all indicators pass both validity and reliability tests, including discriminant validity tests, so that all research indicators can contribute to the research latent variables. Based on the structural model test, research results showed that religiosity influences attitudes, attitudes influence interest in buying halal products, while religiosity does not influence interest in buying halal products.  While attitude is unable to moderate the influence of religiosity on interest in buying halal products, thus the role of attitude is a potential mediation, meaning attitude variables have the potential to become moderating variables between religiosity and interest in buying halal products.


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References


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