Hubungan Religiusitas terhadap Keputusan Pembelian Produk Halal pada Konsumen Muslim Perkotaan

Abstract

The development of the halal industry in Indonesia has encouraged changes in the consumption behavior of Muslim communities, particularly among urban consumers who have broad access to information, products, and modern lifestyles. Urban Muslim consumers consider not only product quality and price but also religious values, halal certification, and trust in halal brands during the purchasing decision-making process. This study aims to analyze the relationship between religiosity and purchasing decisions of halal products among urban Muslim consumers. This study employed a quantitative approach with an explanatory design through questionnaire distribution to urban Muslim consumers and analyzed the data using descriptive statistical techniques and linear regression analysis. The results indicate that religiosity positively influences halal product purchasing decisions, while halal awareness, brand trust, and halal certification strengthen consumers’ tendencies to choose halal products. The study also reveals that urban Muslim consumers perceive halal product consumption as part of their social identity and modern lifestyle integrated with religious values. This study concludes that religiosity remains an important factor in shaping halal product purchasing decisions among urban Muslim consumers despite their exposure to a competitive modern consumption environment.