THE INFLUENCE OF HALAL AWARENESS, RELIGIOSITY, PRICE, AND HALAL CHANNELS ON THE DECISION TO PURCHASE HALAL PRODUCTS IN E-COMMERCE

Abstract

 In order to provide facilities for Muslim customers in Indonesia to access halal products, several e-commerce companies have equipped their platforms with halal channels, including Shopee and Tokopedia. This research aims to determine the effect of halal awareness, religiosity, price and halal channels on purchasing decisions for halal products in e-commerce. Using a quantitative approach with the associative method, the results show that halal awareness, religiosity and price positively have a significant effect on purchasing decisions for halal products in e-commerce, which means the higher halal awareness, religiosity and price relevance, the higher the level of purchasing decisions for halal products in e-commerce. However, the halal channel has no significant positive effect. This result means that the presence or absence of halal channel does not affect the consumer’s decision to purchase halal products in e-commerce.