THE INFLUENCE OF HALAL LABEL AND PERCEIVED QUALITY ON PURCHASE DECISION PROCESSED FOOD PRODUCT WITH BRAND TRUST AS INTERVENING VARIABLE (Case Study on Muslims Millenial in Indonesia)

Abstract

In this globalization era, according to MUI, people in consuming food products, they do not pay attention to the halal label, especially the millennials generation because of their lifestyles. The condition of most Indonesian people who are unfamiliar with halal and haram in food tends to be apathetic in consuming various kinds of products on the market. This condition is very worrying considering that Indonesia is a country with the majority of the population is Islam, even the largest in the world, but it turns out that it does not really consider the status of the halal food to be consumed. This study aims to analyze the influence of halal label, perceived quality and brand trust on muslim millenils Indonesia related to purchase decision on processed food product. This study using quantitative approach method. The population in this study is the millennial Muslim generation and the sample in this study was taken using purposive sampling method. The sample used in this study is 250 respondent. The data obtained were analyzed using the SEM-PLS (Structural Equation Model "“ Partial Least Square) analysis technique through SmartPLS software. This result of this study shows that: (1) Halal label and perceived quality has a positive and significant effect on brand trust. (2) Halal label and Perceived quality has a positive and significant effect on purchase decision while the brand trust has a positive and not significant effect on the decision to purchase processed food. (3) Brand trust does not play a significant role in mediating the relationship between halal labels and perceived quality on purchase decisions.