Pengaruh Halal Label, Halal Lifestyle, dan Halal Awareness Terhadap Minat Beli Makanan Halal

Abstract

Indonesia, with its predominantly Muslim population, regards the halal concept as essential in socio-economic life and consumer standards. University students are a key marketing target due to their education, critical thinking, and broad consumer knowledge. This study employs a quantitative research approach and seeks to examine the influence of halal labeling, halal lifestyle, and halal awareness on students’ intention to purchase halal food among those enrolled in the Islamic Banking Study Program at UIN Imam Bonjol Padang. The population of this study includes all students of the Islamic Banking program in 2024, amounting to 659 individuals, from which 87 respondents were selected as samples using the Slovin formula. The data were analyzed employing regression techniques with a Partial Least Squares (PLS) approach utilizing SmartPLS version 4.0. The findings reveal that halal labeling, halal lifestyle, and halal awareness exert a positive and significant influence on the intention to purchase halal food among Islamic Banking students at UIN Imam Bonjol Padang.