THE INFLUENCE OF HALAL CERTIFICATION PERCEPTION ON PURCHASE INTENTION OF PRIMSANA BANANA FLOUR PRODUCTS WITH CONSUMER TRUST AS A MEDIATING VARIABLE

Abstract

This study aims to examine the effect of perceived halal certification on purchase intention toward Primsana Banana Flour, with consumer trust as a mediating variable. A quantitative explanatory research design was employed involving 135 respondents who had knowledge of or experience with Primsana Banana Flour. Data were collected through a questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that perceived halal certification has a positive and significant effect on both purchase intention and consumer trust. Consumer trust also has a positive and significant effect on purchase intention. Furthermore, consumer trust partially mediates the relationship between perceived halal certification and purchase intention. These findings indicate that consumers’ perceptions of halal certification are associated not only with purchase intention directly but also with the formation of trust toward the product. This study contributes empirical evidence by explaining the mechanism linking perceived halal certification, consumer trust, and purchase intention in the context of a local food product produced by a micro, small, and medium-sized enterprise (MSME).