Purchase Decision Factors on Halal Products of Processed Food
in SMEs Semarang
Mella Katrina Sari
a
, Mustika Widowati, Atif Windawati, Saniman Widodo and Sartono
Sharia Banking Study Program, Department of Accounting, Politeknik Negeri Semarang,
Jln. Prof. Soedarto, Semarang, Indonesia
Keywords: Halal Products, SMEs, Halal Label, Religiosity, Halal Awareness, Buying Interest, Purchase Decision.
Abstract: Halal is the lifestyle choice of most Muslim consumers in Indonesia, including the selection of food products
that must be guaranteed halal. The purpose of this research is knowing and analysing the purchase decision
factors on halal products of processed food in SMEs Semarang. Based on the data of SMEs Semarang, the
development of Food Processed is ranked 2nd by 31%. Due to the large portion of the Processed Food SMEs
sector in Semarang, it is necessary to strengthen the processed food SME industry, so they can survive and
thrive in the current Covid-19 pandemic. The phenomenon is supported by the requires to be fulfilled of Halal
standards, so that the products marketed of SMEs produce proceed food must have a guarantee that the product
are halal certified. The sample in this study amounted to 154 consumer respondents of processed halal prod-
ucts. Analysis technique uses path analysis. The study indicates that halal label, religiosity, halal awareness
is positively significant to purchase decisions. On the other hand, halal label does not impact significantly on
the buying interest. Different results were found religiosity and halal awareness have a positive and significant
effect on the buying interest on halal products of processed food in SMEs Semarang. Meanwhile, the impact
of halal label, religiosity, halal awareness through buying interest had a significant positive effect on the
decision to purchase halal products of processed food in SMEs Semarang.
1 INTRODUCTION
According to Semarang City SMEs Data, the
development of Processed Food SMEs in Central
Java, especially in Semarang 2021, is ranked 2
nd
after
other products by 31%. Due to the large portion of the
Food Processed SMEs sector in Semarang, it is
necessary to strengthen the Food Processed SME
industry, so that they can survive and thrive in the
current Covid-19 Pandemic. Executive Director and
Head of the SMEs Development and Consumer
Protection Department of Bank Indonesia, Budi
Hanoto said that 72 percent of SMEs are affected by
the Covid-19 pandemic
(http://iumk.semarangkota.go.id/)
Indonesia is country with a Muslim majority.
Therefore, consuming halal products is an obligation
for the majority of people in Indonesia. This is
because halal food is one of the Islamic Sharia and is
contained in the Al-Quran. So, Muslim when buying
a
https://orcid.org/0000-0002-6599-3379
food products will definitely pay attention and make
sure the product is in accordance with Islamic Shari’a.
There are several factors that influence the
decision of Muslim consumers when buying products,
namely halal label, religiosity and also halal
awareness. Halal label is a guarantee that halal
products are proven so that they are provide
confidence and increase consumer buying interest,
especially those who are Muslim for the assurance of
halal and also product safety. In addition, halal label
on processed food products is a means of providing
information for producer to consumers regarding the
halal content of the ingredients used in manufacturing
process. Therefore, the provision of halal labels on
SMEs food products that are sold in general in
Indonesia, can ensure that these goods are safe for
consumption by the Indonesian people, who are
predominantly Muslim. According to the Director of
LPPOM-MUI, Dr. Ir. Lukmanil Hakim (2020), stated
that halal label on SMEs product packaging will
342
Katrina Sari, M., Widowati, M., Windawati, A., Widodo, S. and Sartono, .
Purchase Decision Factors on Halal Products of Processed Food in SMEs Semarang.
DOI: 10.5220/0010921400003255
In Proceedings of the 3rd International Conference on Applied Economics and Social Science (ICAESS 2021), pages 342-351
ISBN: 978-989-758-605-7
Copyright
c
 2022 by SCITEPRESS – Science and Technology Publications, Lda. All rights reserved

affect the level of sales, be able to complete and
increase the selling value of the product. This is in
line with RUU Cipta Kerja 2020, where SMEs
business actors can apply for a single license, one of
which is guaranteeing halal products. The existence
of halal label on the packaging of processed food in
SMEs products is expected to increase consumer
decisions to buy those products.
Religiosity is an individual’s commitment that is
reflected in the attitudes and actions of an individual
(Mahardika, 2019). The level religiosity of a person
can be seen from the activities of religion in daily life
that are conducted in a consistent and regular way. A
Muslim who has a high religious value will obey his
religion, so that person will prefer to consume
products that are clearly halal and tend to make
decisions to buy these products. Because in principle
if a Muslim wants to consume a product, he/she must
understand the composition of all the ingredients used
are included in the halal category, so it can be
concluded that religiosity has a significant effect on
purchasing decisions (Imamuddin, 2017).
According to Ambali and Bankar (2014), stated
that halal awareness has an indirect effect on buying
interest so that it can improve consumer purchasing
decisions on Halal food products. Islamic law teaches
that a Muslim is characterized by knowledge of the
raw materials for making food, the manufacturing
process, to the packaging of food or drinks
(Setyaningsih, 2019). This shows that halal
awareness has an important role for a consumer in
consuming halal food.
The concept of LPPOM-MUI, halal awareness on
the halal assurance system must be described in
writing in the form of a halal manual which includes
a) company policy statement on halal, b) halal
guidelines, c) halal management system, d) critical
description of product haram, e) system halal audit.
In this study, the three determining factors,
namely halal label, religiosity, and halal awareness
were used as independent variables, while buying
interest was the mediating variable. The object of this
research is the consumer of processed food SMEs in
Semarang. Meanwhile, the business phenomenon
pandemic has a major impact on the economic and
retail sectors, especially SMEs. In maintaining the
current sales of Food Processed SMEs products, it is
necessary to pay special attention to the Halalness of
a product. Halal label, religiosity, and halal awareness
are able to measure the influence purchasing
decisions of halal products through buying interest.
2 LITERATURE REVIEW
2.1 Halal Label
The labelling of halal has a relationship which is
closely related to marketing. The label itself is an
important part of a product that is offered by sellers
in marketing their products. Based on UU. No. 33 Th.
2014 concerning Halal Product Guarantee, the
materials used in the halal product process consist of
raw materials, additional materials, and also auxiliary
materials.
Regarding halal products that meet the following
halal requirements: 1) Not containing pork and
ingredients are derived from pigs, 2) Not containing
khamr and product derivatives, 3) All material origin
of animals must originate from animals halal
slaughtered by order means the Shari’a of Islam, 4)
Not containing material ingredients other an organ of
human, etc, 5) All place of save a materials, sale
places, and tools of transportation for product halal
are not may be used for pork or other haram materials.
Wibowo and Madusari (2018), mentioned that the
label has function as: 1) Identification: Label can
introduce a product, 2) Grade (value): the label can
indicate the value or grade of a product being offered,
3) Describe: The label will show the value or class of
a product being offered, 4) Promote: Label will
promote through images that are presented. Based on
the findings of the previous research, is formulated
with the following hypothesis:
H
1
: Halal Label has a direct effect on buying interest,
H
4
: Halal Label has a direct effect on purchase
decision,
H
8
: Halal Label has an indirect effect on purchase
decision through buying interest.
2.2 Religiosity
Religiosity refers to the quality of appreciation and
attitude of a person’s life based on the religious values
he believes in, so that it places more emphasis on the
substance of religious noble values. In Islam,
religiosity must have an muslim, because religiosity
is an identification for a Muslim and have impact on
his entire life (Nugroho, 2015). In general religiosity
is defined as the extent to which an individual is able
to commit to study and practice the values of religion
and its teachings. The attitude of religiosity is a
complex between knowledge about religion, feelings,
and actions of religion that exist in themselves. Five
aspects that exist in the implementation of the
teachings of the sharia of Islam: 1) aspect of faith
aligned with religious belief, associated confidence to
Purchase Decision Factors on Halal Products of Processed Food in SMEs Semarang
343

Allah SWT, prophets, and so on, 2) aspects of Islam
aligned with religious practices, associated with the
frequency or intensity of implementation of the
teaching of religion such a prayer, fasting, and
another, 3) aspects of ihsan aligned with religious
experience in touch with the experience and the
feeling of someone about the existence of Allah SWT,
4) aspects of science aligned with religious
knowledge, which is knowledge of a person on the
teaching of this religion, 5) aspect community and so
on. The indicators of religiosity are: 1) Belief, 2)
Obedience, 3) Experience, 4) Religious knowledge, 5)
Understanding the consequences of products
selection. Based on the findings of the previous
research, is formulated with the following hypothesis:
H
2
: Religiosity has a direct effect on buying interest,
H
5
: Religiosity has a direct effect on purchase
decision,
H
9
: Religiosity has an indirect effect on purchase
decision through buying interest.
2.3 Halal Awareness
Halal awareness is a state in which a person
understands and implements something. As the
Muslims in the activities of daily consumption,
especially food and beverage, will avoid foods that
are doubtful of halal, both in terms of ingredients and
processing methods. According to Ambali and Bakar
(2014), stated that halal awareness is a context in
which halal food reflects on a condition where
costumers have an interest, special attention, or
experience as well as good information about foods
that are allowed in Islamic law. According
Setyaningsih (2019), revealed that halal awareness is
an understanding of people of a Muslim on the
concept of halal process, and also the principles of
halal have priority in food halal which will be
consumed. Increasingly understand the concept of
halal eating a Muslim to be more selective in the
products that will be consumed in accordance with
QS. Al-Maidah: 88.
ﻥﻮﻨﻣﺆﻣ ﻪﺑ ﻢﺘﻧﺍ ﻱﺬﻟﺍ ﷲ ﺍﻮﻘﺗﺍﻭ ﺎﺒﻴﻁ ﻼﻠﺣ ﷲ ﺍﻮﻠﻛﻭ ﺎﻤﻣ ﻢﻜﻗﺯﺭ
“And eat of anything that has been given of God
unto you as sustenance is lawful and good and keep
your duty to Allah that you are faithful to His.”
Based on the findings of the previous research, is
formulated with the following hypothesis:
H
3
: Halal Awareness has a direct effect on buying
interest,
H
6
: Halal Awareness has a direct effect on purchase
decision,
H
10
: Halal Awareness has an indirect effect on
purchase decision through buying interest.
2.4 Buying Interest
In general meaning, interest is something that can be
obtained from the process from learned and think,
then form a perception so that it can created a
motivation recorded on costumer minds and to make
strong sense for desire to be able to fulfil and realized
they needs. According to Fauzia, dkk (2019), buying
interest a plan to be associated with a plan to make a
purchased of the desired them.
Buying interest is something related to
consumer’s plans to buy certain products and how
many units of products are needed in a certain period.
Buying interest can be identified with the following
indicators: 1) interest in transaction, 2) referential
interest or recommending to others, 3) preferential
interest, 4) interest in product exploration. Based on
the findings of the previous research, is formulated
with the following hypothesis:
H
7
: Buying Interest has a direct effect on purchase
decision.
2.5 Purchase Decision
Marketing activities carried out by producers are
expected to be able to influence consumers in making
purchasing decisions. In general, the decision is an
activity of selecting two or more alternative options,
in other words, consumers have the choice to make a
purchase or not purchase a product, whether it is
goods or services. Purchasing decision according to
Kotler (2008), is a behavior carried out by consumers,
individuals, and households in buying goods or
services for personal consumption.
According to Hahn (2002) there are three
indicators in the purchasing decision process, namely:
1) the routine of consumers in making purchases,
consumers need, and use the product regularly so that
they will continue to decide to buy the product, 2) the
quality obtained from a purchase decision, consumers
in buying the product will feel the benefits of the
product purchased, 3) Commitment or consumer
loyalty to not replace products that are already
commonly purchased with competing products.
The stages in the consumer decision making
process are as follows: 1) Recognition of the problem
of need, 2) Achievement of various information
obtained on the product, 3) Evaluation of various
alternative choice of good products of the same kind
that have the same benefits, 4) Choice of product
brands for purchased, 5) evaluation of the purchase
process (post purchase evaluation) which can see the
existence of consumer satisfaction and dissatisfaction
with a product.
ICAESS 2021 - The International Conference on Applied Economics and Social Science
344

3 RESEARCH MODEL
3.1 Sample and Data Collection
This research is comparative causal research which
has causal characteristics between two or more
variables. The population used in this research is all
consumers of Halal Products of SMEs Processed
Food in Semarang. The sample selection method used
in this study is nonprobability sampling where there
is no complete sampling frame, such as the unknown
population size in the study (Ferdinand, 2011).
The sampling technique used is accidental
sampling technique is based on “coincidence”, so that
anyone who coincidentally meets the researcher can
be used as a sample if deemed suitable as a data
source (Sugiyono, 2011).
3.2 Method of Collecting and
Analysing Data
This research method uses quantitative research
methods, is empirical and the data is in the form of
numbers. Sources of data come from primary data
obtained directly from respondents including
responses obtained directly from consumers of Halal
Products of SMEs Processed Food in Semarang City.
Data were obtained from questionnaires distributed to
consumers of processed food products of SMEs in
Semarang City.
The measurement scale uses a Likert scale,
starting with a scale of 1 means strongly disagree to
scale 5, which states strongly agree. Hypothesis
testing in this study uses the path analysis.
4 RESULT AND DISCUSSION
4.1 Descriptive Statistics
This study uses a quantitative research approach by
taking the number of samples using incidental
sampling techniques. Due to the pandemic condition,
it was not possible to provide a paper questionnaire,
so each sample encountered was asked to fill out a
google form sent via whatsapp. The google form
submission period is Juny 20 to July 20, 2021 (the
transition from new normal to PPKM (Pemberlakuan
Pembatasan Kegiatan Masyarakat)). Table 1
respondent demographic data shows the
demographics of research respondents covering types
of sex, occupation, income, payment system, and
purchase frequency.
Table 1. Respondent Demographic Data.
Group Total
Percentag
e
Sex Male
Female
41
113
26,6
73,4
Occupatio
n
Student
Civil Servant
Housewives
Private Employee
Entrepreneu
r
83
33
7
30
1
53,89
21,43
4,54
19,49
0,65
Income
(IDR)
0 – 999.999
1.000.000 – 1.999.999
2.000.000 – 3.999.999
4.000.000 – 8.000.000
>8.000.000
75
10
34
21
14
48,70
6,49
22,07
13,64
9,1
Payment
System
100% by cash
payment
50% cash 50% digital
More by cash payment
More by digital
paymen
t
24
48
74
8
15,6
31,2
48
5,2
Purchase
Frequenc
y
1-5 times of purchase
per 1 months
6-10 times of purchase
per months
11-15 times of
purchase per months
15-20 times of
purchase permonths
Rarely buying online
permonths
1-2 times per 6 months
Never purchase
109
23
5
4
1
1
11
70,7
14,9
3,4
2,6
0,6
0,6
7,2
Source: Data Result (2021)
Table 1 shows that female respondents were 113
people (73,4%), and male as many as 41 people
(26,6%). The majority of respondents is students 83
people (53,89%) and at least is entrepreneur 1 person
(0,65%). The majority respondent’s income (IDR) is
0 – 999.0000 many as 75 people (48,70%). The
majority respondents used cash payment system 74
people (48%). Likewise, the majority respondents
make a purchase frequency 1-5 times of purchase 109
people (70,7%).
Table 2. Descriptive Statistics.
Min Max Average
Std.
Deviatio
n
Halal Label 12 40 36.89 3,512
Religiosity 25 50 48,50 3,379
Halal Awareness 20 40 37,59 2,795
Buying Interest 20 40 36,68 3,048
Purchase Decision 25 50 47,27 3,545
Source: Data Result (2021)
Table 2 descriptive statistics, reveals that halal
label has a minimum value of 12, a maximum value
of 40, with an average of 36,89, and standard
deviation of 3,512. This shows that the majority of
respondents in this study agree about halal label and
Purchase Decision Factors on Halal Products of Processed Food in SMEs Semarang
345

the content and composition of halal products of
processed food in SMEs Semarang. On the other hand,
religiosity has a minimum value of 25, a maximum
value of 50, with an average 48,50 and a standard
deviation of 3,379. It indicates that the majority of
respondents have a religiosity with a high level of
confidence and obedience in choosing halal products
of processed food in SMEs Semarang. While halal
awareness has a minimum value of 20, a maximum
value of 40, with an average of 37,59 and a standard
deviation of 2,795. It exhibits that the majority of
respondents have good awareness in choosing halal
products of processed food in SMEs Semarang. In
addition, buying interest has a minimum value of 20,
a maximum value of 40, with an average of 36,68 and
standard deviation 3,048. It states that the majority of
respondents have a high interest in choosing halal
products. However, the purchase decision has a
minimum value of 25, a maximum value of 50, with
an average of 47,47 and standard deviation 3,545. It
shows that the majority of respondents have a
decision based on halal in choosing a halal product of
processed food in SMEs Semarang.
4.1 Validity and Reliability Test
To determine the level of validity of the questions on
the questionnaire and to find out whether the
questions are indicators / constructs of the research
variables, it is necessary to test the validity and
reliability of the statement items on the research
questionnaire. In validity test the question item is
declared valid if a significant below the Pearson
Correlation significance level of 5%. While in
reliability questionnaire declared reliable if someone
answers consistent with the statement which is
reflected in the value of Cronbach’s Alpha of each
variable is greater than 0,6.
Table 3. Validity Test.
Significance Result
Halal Label < 5% Valid
Religiosity < 5% Valid
Halal Awareness < 5% Valid
Buying Interest < 5% Valid
Purchase Decision < 5% Valid
Source: Data Result (2021)
Table 4. Reliability Test.
Significance Result
Halal Label < 0,60 Reliable
Religiosity < 0,60 Reliable
Halal Awareness < 0,60 Reliable
Buying Interest < 0,60 Reliable
Purchase Decision < 0,60 Reliable
Source: Data Result (2021)
Table 3 and 4 show that the research data of
variables of halal label, religiosity, halal awareness,
buying interest, and purchase decision are valid and
reliable.
4.2 Hypothesis Testing
Table 5. Coefficient of Determination and Simultaneous
Test.
Information
Value
Coefficient of Determination 0,408
Coefficient of Determination (Mediation) 0,647
F Test < 0,05
F Test (Mediation) < 0,05
Source: Data Result (2021)
Table 5 shows that the value of R for the direct
relationship model is 0,408 and for the mediation
model is 0,647. This indicates the ability of
independent variables in explaining variables
dependent on the direct relationship model is 40,8%
while the rest of 59,2% explained by other factors
outside this model. Meanwhile, the relationship with
the mediation indicates that the ability of independent
variables in explaining by other factors outside this
model. Meanwhile, the relationship with the
mediation indicates that the ability of independent
variables in explaining a dependent variable on the
model of mediation amounted to 64,7%, while the
rest of 35,3% is explained by factors other outside the
models. It indicates that by the presence of additional
mediation variables strengthen the effect of the
overall independent variable in explaining the
dependent variable.
The result of The F test in table 5 illustrate that
significance values for the model with a direct
relationship with mediation < 0,05. It can be said that
all independent variables and mediating variable
simultaneously have a significant effect on the
dependent variable. These results indicate that the
regression model in this study is fit and can be used
to predict the determinants of purchase decisions for
halal products mediated by consumer buying interest.
ICAESS 2021 - The International Conference on Applied Economics and Social Science
346

Table 6. Direct Relationship of Independent Variables to
Buying Interest.
Coeff. T. count Sig. Result
Halal Label ,000 ,001 ,999 H
1
rejected
Religiosity ,303 3,650 ,000 H
2
accepted
Halal
Awareness
,407 4,372 ,000 H
3
accepted
Source: Data Result (2021)
Based on the table 6, it can be seen that the halal
label does not impact significantly on the buying
interest which looks at the level of significance of
0,999 which is higher than the value of alpha 0,05.
The result indicates that H
1
which states that there is
halal label has positive significance to buying interest
consumers with halal product of processed food in
SMEs Semarang is rejected. Different results were
found, religiosity and halal awareness have a positive
and significant effect on the buying interest on halal
products of processed food in SMEs Semarang. It is
reflected in the significance values of religiosity is
0,000 and halal awareness is 0,000 which both are
smaller than 0,05. The result indicates that H
2
,
religiosity has a positive and significant effect on
buying interest product consumers in halal products
of processed food in SMEs Semarang is accepted.
Likewise, H
3
halal awareness has positive and
significant effect on buying interest product
consumers in halal product of processed food in
SMEs Semarang is also accepted.
Table 7. Direct Relationship of Independent Variables to
Purchase Decision.
Coeff. T. count Sig. Result
Halal Label ,180 3,031 ,003 H
4
accepted
Religiosity ,224 3,348 ,001 H
5
accepted
Halal
Awareness
,514 6,852 ,000 H
6
accepted
Source: Data Result (2021)
Based on Table 7, it can be seen that the
significance value in the variables of halal label,
religiosity and halal awareness have a significant
positive effect on the decision to buy halal food
products for SMEs. This can be seen in the
significance value of halal label of 0,003, religiosity
of 0,001 and halal awareness of 0,000 which are
smaller than the alpha level of 0,05. Those result
indicate that H
4
which states that halal label has a
positive and significant effect on purchase decisions
on halal products of processed food in SMEs
Semarang, accepted. In addition, H
5
which states that
religiosity has a positive and significant effect on
purchase decisions on halal products of processed
food in SMEs Semarang, is also accepted. Likewise,
H
6
which states that Halal Awareness has a positive
and significant effect on purchase decisions on halal
products of processed food in SMEs Semarang, is
also accepted.
Table 8. Indirect Relationship of Independent Variables to
Purchase Decision Through Buying Interest.
Coeff. T. coun
t
Sig. Resul
t
Buying
Interest
,237 3,765 ,000 H
7
accepted
Halal Label ,180 3,161 ,002 H
8
rejected
Religiosity ,152 2,271 ,025 H
9
accepted
Halal
Awareness
,417 5,465 ,000 H
10
accepted
Source: Data Result (2021)
From the result on the table 8, it can be seen that
the path analysis shows that the buying interest has
mediating effect on the relationship between
religiosity and halal awareness toward decision to
purchase halal products of processed food in SMEs
Semarang. It is showed from the significance value of
the religiosity of 0,025, halal awareness amounted to
0,000, and buying interest of 0,000, which are smaller
than the level of alpha 0,05. These results indicate H7
which states that the buying interest as a mediating
variable has a positive and significant effect on
purchase decisions on halal products on processed
food in SMEs Semarang, accepted. In addition, H9,
religiosity has a positive and significant effect on
purchase decisions through buying interest on halal
products of processed food in SMEs Semarang is
accepted. Likewise based on Table 8 indicated that
H10, halal awareness has a positive and significant
effect on purchase decisions through buying interest
for halal products of processed food in SMEs
Semarang has accepted.
On the other hand, buying interest found not
mediating the relationship between Halal label
toward decision to purchase halal products. It is
because on table 6 found that halal label has
significance value at 0,999 which is mean that halal
label does not has significance effect toward buying
interest as mediating variable. Therefore, even Table
8 shows that halal label has significance value at
0,002 which mean has significance effect, H8 has to
be rejected,
Likewise, H8 which states that the Halal Label
has a positive and significance effect on purchase
decisions through buying interest on halal products of
processed food in SMEs Semarang, accepted
Purchase Decision Factors on Halal Products of Processed Food in SMEs Semarang
347

4.3 Discussion
4.3.1 Halal Label and Buying Interest on
Halal Product of Processed Food in
SMEs Semarang
This research finds that the impact of halal labels did
not significantly influence the buying interest on halal
product of processed food in SMEs Semarang.
It indicates that the presence or absence of halal label
on halal products of processed food in SMEs
Semarang will not interest of a person to buy more
products. So, the factors that influence buying interest
in halal food products are not only determined by the
inclusion of the halal label on the product because it
is likely that consumers who buy SMEs Semarang
products are not Moslems majority, the process of
licensing halal labels by SMEs is too long and
requires no small cost, and lack of education on the
importance of halal labels for consumers and
producers of SMEs Semarang. The result of this
research is supported by earlier research, such as
Hendradewi et. al. (2021), Suryowati (2020), and
Husaini (2016) that labelling halal is not only aspect
product selector that will be buying interest
consumers.
4.3.2 Religiosity and Buying Interest on
Halal Product of Processed Food in
SMEs Semarang
The results showed that religiosity influenced buying
interest on halal products of processed food in SMEs
Semarang. It indicates that the increasingly high level
of religiosity of a person in obeying the Shari’a of
Islam will further increase the interest of a person to
buy a product. Someone with high obedience in
obeying Islamic law will make himself only
interested in consuming halal products. Therefore, the
higher the level of one’s religiosity, the more one’s
interest in buying halal products. The result of this
research is supported by earlier: Zahri and
Hafasnuddin (2016), Sudarti, K., and Ulum, S. B
(2019), Mahardika (2019) and Widyaningrum (2019)
which found that religiosity had a positive effect on
buying interest.
4.3.3 Halal Awareness and Buying Interest
on Halal Product of Processed Food in
SMEs Semarang
The results showed that halal awareness has a positive
significant effect on buying interest on halal products
of processed food in SMEs Semarang. This indicates
that the higher a person’s awareness of the halalness
of the product, the higher the interest of the person to
buy halal products of processed food in SMEs
Semarang. Someone who has understanding,
knowledge, halal awareness, cleanliness and safety of
halal products will tend to prefer products and
consume halal products. The result of this research is
supported by earlier Nurhasanah (2017), Syukur and
Nimsai (2018), Widyaningrum (2019), and
Kusumastuti (2020) which found that halal awareness
had a positive effect on buying interest. Consumers
who believe in a product will easily from their
intention to make a purchase and tend to re-purchase
certain products more often (Sudarti, K., and Ulum, S.
B., 2019).
4.3.4 Halal Label and Purchase Decision on
Halal Product of Processed Food in
SMEs Semarang
This study finds a halal label significant positive
impact on the purchase decision of halal products of
processed food in SMEs Semarang. It indicates that
the halal label of MUI will increase the interest of
consumers need to buy the product. Furthermore, the
halal label is the guarantee for consumers because
through the halal guarantee, consumers can gain trust
in products that are hygenic, quality, and safe. The
result of this research is supported by earlier Agustian
and Sujana (2013), Kamilah and Wahyuati (2017),
and Riski et. al (2019) that labelling halal is one
aspect of the product selection that will be purchased
by consumers.
4.3.5 Religiosity and Purchase Decision on
Halal Product of Processed Food in
SMEs Semarang
Religiosity has a positive significant impact on the
decision to buy halal products of processed food in
SMEs Semarang. It indicates that the level of
consumer religiosity will improve their decision to
buy the halal product of processed food in SMEs
Semarang. The more religious a person is in
complying with Islamic law, the more determined a
person will be in buying halal products of processed
food in SMEs Semarang. The result of this research
is supported by earlier Imamudin (2017), Akhyar et.
al (2019) that religiosity had positive significant
effect on purchase decisions.
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4.3.6 Halal Awareness and Purchase
Decision on Halal Product of Processed
Food in SMEs Semarang
The results showed that halal awareness is positive
and significant on the purchase decision on halal
products of processed food in SMEs Semarang, this
indicates that the higher a person’s halal awareness of
the halalness of a product, the higher a person will be
in deciding to buy products. Because someone who
has better understanding, knowledge, halal awareness,
cleanliness and safety of halal products will tend to
decide to buy products and consume the halal product
of processed food in SMEs Semarang. The result of
this research is supported by earlier Ambali and Grill
(2014), Munir et al (2019), Setyaningsih (2019),
Saputra and Tresnati (2010), they found that halal
awareness has a positive significant effect on
purchase decisions.
4.3.7 Buying Interest and Purchase Decision
on Halal Product of Processed Food in
SMEs Semarang
The results showed that buying interest had a positive
significant effect on the decision to buy halal products
of processed food in SMEs Semarang. This shows
that the higher consumer is interested in buying a
product, the higher the tendency of a consumers the
decides to buy the halal product of processed food in
SMEs Semarang. The result of this research is
supported by earlier Septifani (2014), Rahmawati
(2018), Hana (2019), and Sari (2020); that the impact
of buying interest is positive on purchase decisions.
4.3.8. Halal Label and Purchase Decision on
Halal Product of Processed Food in
SMEs Semarang Mediated by Buying
Interest
The results showed that buying interest does not
mediate halal label and purchase decision on
halal
products of processed in SMEs Semarang. It indicates
there is no effect of halal label on buying decisions
through buying interest, the halal label in products
directly no effect on buying interest. When
consumers the halal label on a product will be the
main consideration in the decision to buy a product
without increasing interest in the product. The result
is supported with H1, label halal does not significant
on buying interest. When costumers interested with
the product, them the halal label is considered by
consumers in making decisions to buy them. The
result of this research are supported by earlier
Kamilah and Wahyuni (2017).
4.3.9 Religiosity and Purchase Decision on
Halal Product of Processed Food in
SMEs Semarang Mediated by Buying
Interest
This result showed that religiosity is positive and
significant on the purchase decision mediated buying
interest on halal products of processed food in SMEs
Semarang. It indicates that the higher a person’s level
of religiosity will increase the person’s interest on
purchase decision halal products of processed food in
SMEs Semarang.
It can be seen the buying interest mediates the
relationship of religiosity to purchase decisions with
partial mediation as seen by the increase in the level
of significance (from 0,001 to 0,025) with an indirect
effect of 0,303 x 0,152 = 0,046 while the total
influence of religiosity on purchase decisions is 0,303
+ 0,046 = 0,349. The result of this study are religiosity
and purchase decision mediated by buying interest by
weakening the relationship between religiosity and
purchase decision. The result of this research is
supported by earlier Nurrachmi and Setiawan (2016).
4.3.10 Halal Awareness and Purchase Deci-
sion on Halal Product of Processed
Food in SMEs Semarang Mediated by
Buying Interest
The result showed that halal awareness and purchase
decisions mediated by buying interest on halal
products of processed food in SMEs Semarang. It
indicates that the higher a person’s awareness about
halal products, the more interest in halal products and
this will increase the decision to buy halal products of
processed food in SMEs Semarang. Furthermore, this
study reveals that the effect of halal awareness
through buying interest is lower than the direct effect.
This means that the level of awareness of halal is
more influential on purchasing decisions but does not
always foster interest in halal products of processed
food in SMEs Semarang.
It can be seen the buying interest mediates the
relationship of halal awareness to purchase decisions
with partial mediation as seen by the increase in the
level of significance (from 1,759E
-10
) to 0,025) with
an indirect effect of 0,303 x 0,152 = 0,046 while the
total influence of religiosity on purchase decisions is
0,407 + 0,417 = 0,576. The result of this study are
religiosity and purchase decision mediated by buying
interest by weakening the relationship between
Purchase Decision Factors on Halal Products of Processed Food in SMEs Semarang
349

religiosity and purchase decision. The result of this
research is supported by earlier Nurrachmi and
Setiawan (2016) while the religiosity has a direct
effect on purchase decisions bigger than indirect
effect. So that it will make a buying interest as a
mediated to weaken the religiosity and purchase
decisions.
5 CONCLUSIONS &
SUGGESTIONS
5.1 Conclusions
Based on the results, can be conclude that religiosity
and halal awareness has direct positive and significant
effect on buying interest. The role of religiosity is to
control costumer behavior on buying interest of halal
product of processed food in SMEs Semarang. This
indicates that the higher the level of obedience of a
person in religion can increasing buying interest that
person on bought halal food. The existence halal
awareness in a person will also affect the buying
interest. Different result found with halal label, there
is no effect on consumer buying interest. It is because
buying interest does not only determined by the
inclusion of the halal label on the product. The
Majority consumers who bought SMEs Semarang
products are not Moslems. Therefore, it is not made
any different whether there is halal label or not on the
SMEs product for someone in Semarang to bought it.
Beside the consumers factor, the licensing halal label
itself can be so problematic. The process of licensing
halal labels was too long, require lot of cost for SMEs,
and lack of education on the importance of halal
labels for consumers and producers of SMEs
Semarang can be the factor that halal label does not
has effect on buying interest.
Furthermore, all independent variable halal
label, religiosity, and halal awareness have a positive
and significant on purchase decisions. With the
existence of halal labels on processed food products
sold by SMEs, it will improve consumer purchasing
decisions with these products. The role of religiosity
is to indicates that consumers believe that the product
consumed are halal. With high halal awareness
indicates that consumers believe that the products
consumed do not contain haram food ingredients and
accordance with the halal standard LPPOM-MUI.
Buying interest does not mediating on the
relationship between Halal label and purchase
decision. It indicates when consumers the halal label
on a product will be the main consideration in the
decision to buy a product without increasing interest
in the product. Religiosity and Halal awareness on
purchased decision mediated by buying interest has
an effect, it shows that the higher a person’s level of
religiosity will increase the person’s interest on
purchase decision and the higher a person’s
awareness about halal products, the more interest in
halal products and this will increase the decision to
buy halal products.
5.2 Suggestions
The research has suggestions is:
1. It is advisable to add and expand the
demographics of the respondents so that the
research result can better represent the population
in this study.
2. It is necessary to add variables indicators to
measure the impact of the factors related variables
to improve the result in the next research.
3. The name of SMEs is not explained specific and
general. The next research can look a name of
SMEs and the field of production.
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