The influence of halal awareness and halal certificate on purchase intention through brand image

The aim of this study was to determine the direct effect of halal awareness, halal certificates, and brand image on consumer purchase intention. This research used an explanatory design, which distributed questionnaires by using a purposive sampling method and obtained 152 responses from students in Malang, East Java, Indonesia. The findings indicate that halal awareness, halal certificates, and brand image influence consumer purchase intentions. Furthermore, halal awareness has also been shown to have an indirect effect on buying interest through a brand image. The conclusion of this study is beneficial for halal product marketers as a reference to pay more attention to the importance of the existence of halal certificates in marketing products.