TRANSFORMATION PURCHASING BEHAVIOR MODERATE THE INFLUENCE OF HALAL CERTIFICATION ON PURCHASING DECISIONS IN SURABAYA

Abstract

This study aims to analyze the effect of halal certification on consumer purchase decisions, with changes in purchasing behavior as a moderating variable among food and beverage consumers in Surabaya. The background of this research is based on the increasing public awareness of halal products and the tendency of consumers to become more selective in their purchasing decisions.This research employed a quantitative approach using explanatory research methods. The population consisted of food and beverage consumers in Surabaya, with a total sample of 45 respondents selected through purposive sampling. Data were collected using a structured questionnaire with a five-point Likert scale, and analyzed using Partial Least Squares-Path Modeling (PLS-PM) with SmartPLS software.The results indicate that halal certification has a positive and significant effect on purchase decisions (path coefficient = 0.41; p-value < 0.05). Furthermore, purchasing behavior changes were found to moderate the relationship between halal certification and purchase decisions (path coefficient = 0.36; p-value < 0.05). This implies that the stronger the change in consumer purchasing behavior, the greater the impact of halal certification on purchase decisions. The findings provide practical implications for food and beverage businesses in Surabaya to enhance transparency and clarity of halal certification, while also addressing consumer behavioral shifts that emphasize critical evaluation in product selection. Future research is suggested to involve larger samples, extend the geographical scope, and incorporate additional variables such as price, product quality, and promotional strategies.