HALAL AWARENESS AND LABELING EFFECTS ON GOFOOD CONSUMERS’ PURCHASE DECISIONS

Abstract

This study aims to analyze the effect of halal awareness and halal labeling on food purchasing decisions on the GoFood platform among religious Muslim consumers. This study uses a quantitative approach with a verificative paradigm involving 94 participants involving 94 participants who are coordinators of Islamic Education Seminars at Universitas Pendidikan Indonesia in 2025. The respondents were characterized by high levels of religiosity, strong religious literacy, and active involvement in campus religious education. A census method was applied, making the entire population the research sample. Data were collected through an online questionnaire using a 5-point Likert scale comprising 17 statement items to measure halal awareness, halal labeling, and purchasing decisions. Data analysis employed multiple linear regression using SPSS version 27 to test simultaneous and partial effects between variables. The results showed that halal awareness and halal labeling significantly influenced consumer purchasing decisions on the GoFood platform, with halal labeling demonstrating a more dominant influence. The research model explained 57%  of the variance in consumer purchasing decisions. This study concluded that a combination of halal education and a clear labeling system is an effective strategy to increase the trust and purchase intentions of religious Muslim consumers. Research recommendations include the need for digital platforms to integrate a more transparent halal label verification system and further research to explore moderating and mediating variables in the context of digital halal consumer behavior.