PERLUASAN THEORY OF PLANNED BEHAVIOR: PERAN SERTIFIKAT HALAL TERHADAP NIAT BELI MASYARAKAT DI NTB MALL

Ratna Mutiara S.E., NIM.: 23208012025 (2025) PERLUASAN THEORY OF PLANNED BEHAVIOR: PERAN SERTIFIKAT HALAL TERHADAP NIAT BELI MASYARAKAT DI NTB MALL. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The development of digital technology has driven changes in consumers’ shopping behavior, including the emergence of local e-commerce platforms such as NTB Mall. However, increases in consumer purchase intention are still influenced by various psychological, social, and religious factors. This study aims to analyze the influence of attitude, subjective norms, perceived behavioral control, and religiosity on consumers’ purchase intention toward NTB Mall products, as well as to examine the moderating role of halal certification in these relationships. This research employs a quantitative method using a purposive sampling approach. The sample consists of 270 respondents who reside in West Nusa Tenggara (NTB) and have never made a transaction on NTB Mall. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that attitude, subjective norms, and perceived behavioral control have a direct and significant influence on purchase intention toward NTB Mall. Religiosity, however, does not have a direct and significant effect on purchase intention. Halal certification is found to moderate the relationships between attitude, subjective norms, and perceived behavioral control with purchase intention, although the moderating effects are weakening and not statistically significant. Halal certification also moderates the relationship between religiosity and purchase intention, but the effect is weakening. Theoretically, this study extends the Theory of Planned Behavior (TPB) by incorporating religiosity and halal certification. Practically, the findings provide insights for NTB Mall management and MSME actors in enhancing sharia-based marketing strategies and strengthening consumer trust.

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