HALAL AWARENESS AND HALAL FOOD PURCHASE DECISION OF MUSLIM TOURISTS IN INDONESIA
Keywords:
Halal Awareness, Religious Belief, Halal Food Purchase Decision, Muslim TouristsAbstract
The purpose of this research was to study religious belief in term of mediation variable between Halal awareness and Halal food purchase decision among Muslim tourists in Indonesia. A quantitative research method using questionnaires as a tool to collect data from 800 Muslim tourists was purposively sampling and randomly select 5 famous tourist attractions in Yogyakarta. Then, a specific sample was selected in the restaurant area of the 5 tourist attractions, 160 people each, and the data was analyzed by descriptive statistics and inferential statistics using a structural equation model. The results showed that a structural model of Halal awareness and religious beliefs affecting Halal food purchase decisions of Muslim tourists in Indonesia were harmonious with the observed data where Chi-square/df was 1.173, P-value was 0.156, GFI was 0.988, AGFI was 0.975, CFI was 0.999, NFI was 0.991, RMSEA was 0.015, and RMR was 0.014, which meets the specified criteria. As for the hypothesis testing, it was found that awareness of Halal and religious belief influenced the decision to purchase Halal food of Muslim tourists in Indonesia and religious belief were mediation variables that had a statistically significant influence on the relationship between Halal awareness and Halal food purchase decision at 0.001, the influence weight was 0.298.
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