Building Trust, Strengthening Faith: Drivers of Halal Purchase Intention in Batam’s Special Economic Zone

Abstract

Abstract

The aim of this research is to examine the role of trust and religiosity in forming halal purchase intentions, with attitude as the main mediator. By Using SmartPLS analysis, the finding indicated that trust, defined through product credibility, firm integrity, and institutional authority, directly and indirectly drives purchase intention, while religiosity also exerts dual effects through both direct influence and attitude formation. Seeing from Theoretical perspective, the research advances the Theory of Planned Behaviour (TPB) and Attitude-Behaviour-Context (ABC) framework by integrating faith-based determinants and confirming attitude’s central mediating role across cognitive, affective, and conative dimensions. The result emphasizes the need for firms to strengthen transparency, certification credibility, and value-based marketing aligned with religious beliefs. Certification bodies responsible for ensuring a product's halal status must also maintain consistency and reliability to maintain consumer trust. These findings can provide a comprehensive framework for understanding decision-making in markets driven by religious values and offer actionable strategies for improving halal industry.