Analysis of Determinants of Consumer Intentions to Purchase Halal Bakery Products

Indonesia is a country with the largest Muslim population in the world. The large Muslim population in Indonesia encourages an increase in the consumption of halal food in the community. Bakery products are one of the rapidly growing food industries in Indonesia, but bakery products have a critical point due to the prohibition on additional ingredients, making it difficult to decide whether the product is halal or not. The objective of this study was to determine which factors has significant effect on the purchase intention of bakery products in Muslim communities. A total of 100 respondents' data from city in Riau, Indonesia were analyzed using the Structural Equation Model-Partial Least Square (SEM-PLS) method on SmartPLS 3.0 software. The results showed that the variables of religious belief, halal awareness, and halal marketing had a significant influence on the purchase intention of bakery products. On contrary, the subjective norms and halal certification variables don't have a big impact on whether people want to buy bakery products.