The influence of attitude, halal awareness, Islamic brand and product knowledge on purchase intention towards imported halal food among Muslim consumers in Malaysia

• Main Author: Amirul Shahrin, Suhaime
• Format: Final Year Project / Dissertation / Thesis
• Published: 2019
• Subjects: HF Commerce
• Online Access: http://eprints.utar.edu.my/5045/1/Amirul_FYP_%2D_1706418.pdf; http://eprints.utar.edu.my/5045/

The primary objective of this research is to determine the factors that affect Malaysian’s Muslims purchase intention in buying imported Halal food. This research is to investigate the relationship of attitude, Halal awareness, Islamic Brand product knowledge and behavioral intention towards imported Halal food among Malaysian Muslims. It is also to test the role of attitude as a mediator between Halal awareness, Islamic brand and product knowledge towards purchase intention. The target respondents of this study are Malaysian Muslims. In addition, 2 00 sets of online questionnaire s were distributed by using convenient sampling and snowball sampling technique. The actual data collected will be analyzed using Statistical Package for Social Science (SPSS) version 18. Then, Internal Reliability Test, Multiple Regression Analysis and mediated variable regression are conducted. In this research, result shows that independent variables which are attitude and Halal awareness purchase intention, while, attitude have significant positive relationship with as a mediator has a positive relationship with Halal awareness and purchase intention. On the other hand, attitude as a mediator between Islamic Brand and product knowledge has Lastly, a negative relationship. this research provides a clearer overview for academicians, developers and users who currently involved in imported Halal food with this research project were identified and. Plus, the limitations associated implications for further research were recommended.