The Analysis of The Influence of Halal Literacy on Purchase Interest of Halal Food and Beverage Products

(Case Study of Muslim Communities in Banten Province)

Abstract

This research examines the influence of halal literacy, knowledge of halal labels, and knowledge of halal products on interest in purchasing halal food and beverages. The study was conducted in Banten Province with the Muslim community. Data were collected using questionnaires and analyzed using SEM–PLS through SmartPLS software. The results show that halal literacy has a positive but not significant influence, while knowledge of halal labels and knowledge of halal products have a positive and significant influence on purchase interest in halal food and beverages.