<p><em>ABSTRACT</em></p><p><em>Indonesia is one of the largest Moslem population countries in the world. It leads to the increasing of halal product demand in Indonesia. The awareness to consume halal product becomes a large market potential for producers to produce their halal products. Nowadays, halal is not only purely about religion matter, but also about business and trade. The objective of this study is to investigate the factors affecting customers on purchasing halal buying interest on processed food. We use a purposive sampling method with 109 respondents who are customers of the supermarkets and minimarkets in Bogor City/District, Indonesia. While data analysis is done by SEM-PLS method, this study uses brand image, perceived quality, perceived value, halal certification, health reason, halal awareness, and halal marketing as the factors which are affecting the halal purchase intention of the customers. The result showed that health reason, halal awareness, and perceived value have a significant and positive direct effect on purchasing intention. Halal marketing also shows a significant and positive effect on purchasing intention. While halal marketing shows a negative and significant effect on purchasing intention. The food safety, halal certification, brand image, and perceived quality show the same effect which has no direct effect on purchasing intention. Furthermore, food safety has an indirect effect on purchasing intention through health reason. Halal certification has an indirect effect on minat beli through brand image variable. Meanwhile, brand image and perceived quality have an indirect effect through perceived value variable on purchasing intention.</em></p><p><em><br /></em></p><p>ABSTRAK</p><p>Indonesia adalah salah satu negara dengan populasi Muslim terbesar di dunia. Hal ini menyebabkan meningkatnya permintaan produk halal di Indonesia. Kesadaran untuk mengkonsumsi produk halal menjadi potensi pasar yang besar bagi produsen untuk memproduksi produk halal mereka. Saat ini, halal tidak hanya murni soal agama, tapi juga soal bisnis dan perdagangan. Tujuan dari penelitian ini adalah untuk mengetahui faktor-faktor yang mempengaruhi minat pelanggan dalam membeli pada makanan olahan halal. Kami menggunakan metode voluntery sampling dengan 109 responden yang merupakan pelanggan supermarket dan minimarket di Kota/Kabupaten Bogor, Indonesia. Sedangkan analisis data dilakukan dengan metode SEM-PLS. Penelitian ini menggunakan citra merek, persepsi kualitas, persepsi nilai, sertifikasi halal, kesehatan, kesadaran halal, dan Pemasaran halal sebagai faktor yang mempengaruhi niat pembelian halal pelanggan. Hasil penelitian menunjukkan bahwa kesadaran halal, alasan kesehatan, dan persepsi nilai berpengaruh positif dan signifikan terhadap niat beli. Pemasaran halal juga menunjukkan efek positif dan signifikan terhadap niat beli. Sedangkan pemasaran halal menunjukkan efek negatif dan signifikan terhadap niat beli. Keamanan pangan, sertifikasi halal, citra merek, dan kualitas yang dirasakan menunjukkan efek yang sama yang tidak berpengaruh langsung pada niat beli. Selanjutnya, keamanan pangan berpengaruh tidak langsung terhadap niat beli melalui alasan kesehatan. Sertifikasi halal memiliki efek tidak langsung terhadap niat beli melalui variabel citra merek. Sedangkan citra merek dan persepsi kualitasmemiliki pengaruh tidak langsung melalui persepsi nilai variable terhadap niat beli.</p>
Destinasyon Marka Farkındalığı, Destinasyon Marka İmajı ve Algılanan Kalitenin Destinasyon Marka Sadakatine Etkisi: Mardin Odaklı Bir Araştırma (The Effects of Destination Brand Awareness, Destination Brand Image and Perceived Quality on Destination Brand Loyalty: A Case of Mardin)
