Examining the effect of halal perceived value and perceived risk on purchase intention: A mediating role of halal trust

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Marketers in the rising halal Muslim consumerism must understand their clients’ behavior patterns to compete successfully. The purpose of this paper is to analyze the impact of halal perceived value, halal trust, and halal perceived risk on halal purchase intention among Muslim customers in Indonesia. Survey data analysis of 253 Muslim halal consumers was evaluated using structural equation modeling to scrutinize the empirical model fit. The results confirm that halal perceived value, perceived risk, and trust predict a significant amount of halal purchase intention. The study’s outcome also confirms that halal trust is a mediating variable through which halal perceived value and halal perceived risk affect halal purchase intention. This study contributes valuable insights into existing concepts of consumer halal trust influencing buying decisions and purchase intentions of halal products. This paper provides a practical foundation for managers to develop suitable halal marketing strategies that focus on creating value and reducing the risk perception to promote trust in consuming halal food products.

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    • Table 1. Means, standard deviation, and intercorrelation among variable
    • Table 2. Results of the measurement model
    • Table 3. Hypotheses testing
    • Table 4. Direct effect model
    • Table 5. Mediation path analysis
    • Conceptualization
      Muchammad Agung Miftahuddin, Wiwiek Rabiatul Adawiyah, Faizal Wihuda
    • Data curation
      Muchammad Agung Miftahuddin, Refius Pradipta
    • Formal Analysis
      Muchammad Agung Miftahuddin, Refius Pradipta, Faizal Wihuda
    • Funding acquisition
      Muchammad Agung Miftahuddin
    • Validation
      Muchammad Agung Miftahuddin
    • Writing – original draft
      Muchammad Agung Miftahuddin, Faizal Wihuda
    • Methodology
      Wiwiek Rabiatul Adawiyah, Refius Pradipta
    • Resources
      Wiwiek Rabiatul Adawiyah, Faizal Wihuda
    • Supervision
      Wiwiek Rabiatul Adawiyah, Refius Pradipta
    • Writing – review & editing
      Wiwiek Rabiatul Adawiyah, Refius Pradipta, Faizal Wihuda
    • Investigation
      Refius Pradipta