Moderate Role of Halal Awareness in The Relationship of Purchase Intention, Personal Norms and Muslim Buying Behavior

Indonesia has great potential to become a significant player in halal products. However, the Indonesian halal industry still faces challenges, particularly in enticing Muslim consumers. So, the Indonesian halal sector must adapt to the buying behaviour of Muslim consumers, considering that the factors affecting it are still unknown. Moreover, there is still a lack of studies on the moderating role of halal awareness in Muslim consumer buying behaviour. Therefore, this study aims to determine the position of halal awareness in the relationship between purchase intentions and personal norms on the buying behaviour of Muslim consumers in Indonesia. This study uses a quantitative approach with a causal design. The research population is Muslim consumers in PASIGALA (Palu, Sigi, and Donggala). A closed questionnaire was used to collect data from 390 respondents. The analysis method used the Partial Least Square Structural Equation Model (PLS-SEM) with SmartPLS program version 3.2.9. The results showed that purchase intention, personal norms, and halal awareness positively affected Muslim buying behaviour. In addition, this study also indicated that halal awareness has a role in moderating the relationship between purchase intention and Muslim buying behaviour in Indonesia and the negative relationship between personal norms and Muslim buying behaviour.