Consumer Decisions in Purchasing Halal Products at Bakpia Pathok 25 Based on the Theory of Planned Behavior (TPB)

Bakpia Pathok 25 has secured halal certification; nonetheless, the promotion and marketing efforts have inadequately highlighted its halal status, resulting in consumer unawareness of the product's halal designation. This study seeks to investigate the impact of attitude, subjective norms, and perceived behavioral control on customer decision-making on the acquisition of halal items at Bakpia Pathok 25, grounded in the Theory of Planned Behavior (TPB). This is a quantitative study utilizing a survey methodology. The study population included 4,227 users of Bakpia Pathok 25 at the Pabrik Jaya shop, with a sample of 110 respondents chosen by purposive sampling. The study tool employed is a questionnaire including 45 items. The instrument's validity and reliability were assessed by Pearson's product-moment correlation and Cronbach's Alpha. Data analysis methodologies encompass multiple regression analysis and Structural Equation Modeling-Partial Least Squares (SEM-PLS). The data processing software comprises IBM SPSS Statistics 23, SmartPLS 4.1.0.6, and Microsoft Excel Office 2021. The findings reveal that the categories of attitude, subjective norms, perceived behavioral control, and consumer decision-making regarding the purchase of halal items at Bakpia Pathok 25 were moderate, with frequencies of 62%, 67%, 47%, and 65%, respectively. The attitude did not exert a favorable and significant influence on consumer purchasing decisions for halal products at Bakpia Pathok 25. Subjective norms and perceived behavioral control exerted a positive and significant influence on consumer purchasing decisions. Collectively, attitude, subjective norms, and perceived behavioral control exerted a large and favorable impact on consumer purchasing decisions. Attitude did not directly influence purchasing decisions, although subjective norms and perceived behavioral control exerted a direct impact. Both attitude and perceived behavioral control exerted an indirect influence on purchasing decisions, but attitude additionally impacted subjective norms indirectly.