• Nur Hidayati Universitas Islam Malang
  • Hadi Sunaryo Universitas Islam Malang
  • Iin Agustina Sekolah Tinggi Ilmu Administrasi Bandung
  • Rifki Hanif Institut Teknologi dan Bisnis Asia Malang
Keywords: Halal Labeling, Halal Brand Image, Interest in Buying Halal Products.


The purpose of this study was to determine the perception of Muslim consumers' purchases of halal products in the city of Malang. This study takes into account the theory of planned behavior (TPB) as the basis for developing consumer decision models within the framework of consumer behavior. The integration model is intended to examine the interaction pattern between the determinants of buying interest in halal products, namely halal labeling and halal brand image. The research method uses a quantitative approach, with a sample of 140 respondents. The survey was conducted by distributing online questionnaires to Muslim consumers in Malang City who were willing to participate in this research. Based on the results of data analysis using SmartPLS software, it was found that halal labeling cannot directly affect the interest in buying halal products, but must go through the halal brand image first. The findings of these results indicate that the halal brand image can provide a perfect mediating role on the effect of halal labeling on the purchase intention of halal products. The implications of the results of this study can provide additional studies on the topic of halal consumer behavior, as well as provide important information for stakeholders about halal product management.


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