Pengaruh Halal Awareness, Brand Image, dan Product Quality terhadap Purchase Intention Konsumen Muslim pada Parfum Halal di Surabaya

Indonesia's expanding halal industry has given rise to many halal-certified local perfume brands, yet the use of alcohol as a fragrance solvent still leaves some Muslim consumers unsure about the halal status of these products. This study examines how halal awareness, brand image, and product quality relate to Muslim consumers' purchase intention toward halal perfume in Surabaya. A quantitative associative approach with a cross-sectional survey design was employed. Using purposive sampling, 290 Muslim respondents aged 17 years or older who lived in Surabaya and had bought, used, or were familiar with at least one halal perfume brand completed an online questionnaire on a seven-point Likert scale. The data were analysed with partial least squares structural equation modeling (PLS-SEM) in SmartPLS 4. All three variables showed positive and significant path coefficients on purchase intention (p < 0.001). Brand image had the largest effect (β = 0.367), followed by product quality (β = 0.307) and halal awareness (β = 0.175). Jointly, the three predictors accounted for 38.2% of the variance in purchase intention, indicating that other factors outside the model also matter. Within this sample, the findings suggest that halal certification is more likely to translate into purchase intention when it is accompanied by a credible brand image and consistent product quality. Halal perfume producers are therefore encouraged to build a trustworthy brand, maintain product quality, and communicate halal certification transparently.