The Effect of Halal Awareness, Product Quality, and Price on Purchasing Decisions on Ranusa

In recent years, consumers have increasingly demanded products that not only deliver performance and quality but also adhere to ethical and religious standards. In Indonesia, where halal certification significantly influences purchasing behaviour, the interplay between halal awareness, product quality, and price has become increasingly critical. While existing studies have investigated these variables individually, few have integrated them within a unified model, particularly for local halal food brands. This study addresses that gap by examining how halal awareness, product quality, and pricing jointly shape purchasing decisions for Ranusa, a local halal food brand targeting price-sensitive young adults. Employing a quantitative approach, the study collected data from 100 respondents using purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software to assess model reliability, convergent and discriminant validity, and hypothesis testing. The results reveal that all three variables significantly influence purchase decisions, with price emerging as the most dominant factor, followed by halal awareness and product quality. These findings reflect the strong price sensitivity of young consumers, especially those in middle-income or student segments.This research offers both theoretical contributions and practical implications. It underscores the need for companies in the halal food sector to maintain transparency in halal certification, invest in consistent product quality, and implement competitive pricing strategies. Ranusa and similar brands can enhance consumer trust and brand loyalty by addressing these three aspects in a balanced and integrated manner. The study also highlights areas for future research, such as the inclusion of additional factors like brand image, digital marketing, and social influence to provide a more comprehensive understanding of purchasing behavior in the halal market.