The Effect of Halal Awareness and Halal Certification on Purchase Intentions for Viral Foods on E-Commerce Platforms, with Consumer Trust as an Intervening Variable (A Study of Generation Z in Surabaya)
DOI:
https://doi.org/10.24252/iqtisaduna.v12i1.69418Keywords:
Halal Awareness, Halal Certification, Consumer Trust, Purchase IntentionAbstract
This study aims to analyze the influence of halal awareness and halal certification on purchase intention for viral food products on e-commerce platforms, with consumer trust as a mediating variable among Generation Z in Surabaya. The study employed a quantitative approach, with primary data collected through questionnaires distributed to 107 respondents via purposive sampling. Data analysis was performed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4. The results showed that halal awareness and halal certification did not directly influence purchase intention, but both positively influenced consumer trust. Consumer trust was also shown to positively affect purchase intention. Furthermore, consumer trust did not mediate the effect of halal awareness on purchase intention but did mediate the effect of halal certification on purchase intention. These findings indicate that consumer trust is a significant factor in increasing purchase intention for viral food products on e-commerce platforms among Generation Z.
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