Purchase Intention Produk Halal di Kota Gorontalo
DOI:
https://doi.org/10.30603/ab.v18i1.2787Kata Kunci:
Product Knowledge, Product Awareness, Purchase Intention, Halal ProductAbstrak
Studi ini bertujuan untuk menguji efek Product Knowledge dan Product Awareness terhadap Purchase Intention Pada produk halal dan efek peran mediasi Product awareness yang dapat mejelaskan kaitan antara Product Knowledge dan Purchase Intention akan produk halal. Data yang diperlukan untuk penelitian dikumpulkan melalui kuesioner online sebanak 87 tanggapan responden yang pernah menggunakan produk halal di kota Gorontalo. Model penelitian dan hipotesis antar variabel diuji dengan menggunakan metode PLS-SEM. Hasil mengungkap kontribusi dari Product Knowledge dan Product Awareness terhadap Purchase Intention produk halal, sementara itu efek Product Awareness berperan sebagai partial mediasi yang menghubungkan antara Product Knowledge dan Purchase Intention akan produk halal.
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