PENGARUH HALAL AWARENESS, HALAL LOGO, DAN RELIGIOSITY TERHADAP PURCHASE INTENTION DAN BRAND LOYALTY

AbstractThe present study aims to analyse the influence of halal awareness,halal logo, and religiosity on purchase intention and its implications forbrand loyalty among Muslim consumers who consume Korean restaurantfood in Jakarta and Bekasi. The research method employed is aquantitative approach with a causal design. The sample was obtainedthrough purposive sampling, with 125 Muslim respondents aged 18–45years who had consumed food at Korean restaurants at least twice inthe past three months. The analysis was conducted using StructuralEquation Modeling-Partial Least Square (SEM-PLS). The results indicatedthat the halal logo exerted a positive influence on purchase intention,while halal awareness and religiosity did not demonstrate a significantimpact. Furthermore, the study found that purchase intention had apositive effect on brand loyalty. The findings of this study demonstratethat the halal logo is the primary factor influencing Muslim consumers'purchase intention at Korean restaurants. The results suggest that halalawareness and religiosity are not yet sufficiently developed to shapepurchase intention. The managerial implications of this studyemphasise the importance of visually highlighting halal certification atKorean restaurants to enhance consumer trust and foster brand loyalty,particularly among young Muslim Indonesians.Keywords: Halal Awareness, Halal Logo, Religiosity, PurchaseIntention, Brand Loyalty, Korean Restaurant, Muslim