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Faktor Determinan Pembelian Obat Herbal Bersetifikat Halal di Jabodetabek: Sebuah Analisis Moderasi Tingkat Pendidikan

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“Determinant Factors of Purchasing Halal-Certified Herbal Medicine in Jabodetabek: An Analysis of Education as a Moderating Variable” : This research employs a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 203 Muslim respondents who had consumed herbal medicines in the Jabodetabek area. The data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) to examine the influence of halal labels, religiosity, and health awareness on purchasing decisions, as well as the role of education as a moderating variable. : The results indicate that halal label, religiosity, and health awareness have a positive and significant effect on purchasing decisions of certified halal herbal medicine. Among these variables, health awareness has the most dominant influence. Education positively moderates the relationship between health awareness and purchasing decisions, meaning that the higher the education level of consumers, the stronger the influence of health awareness on purchasing decisions. Conversely, education negatively moderates the relationship between religiosity and purchasing decisions, suggesting that higher education tends to weaken the influence of religiosity. Meanwhile, education does not moderate the relationship between halal label and purchasing decisions, implying that the effect of the halal label remains consistent across different education levelss.

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Detail Information

Series Title

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Call Number

REF 658.8342 RAH f

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

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Language

Indonesia

ISBN/ISSN

NIM2110308013

Classification

658.8342

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Education
religiosity
SEM-PLS
Purchase Decision
Halal Label
Health Awarennes

Specific Detail Info

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Statement of Responsibility

Okta Fauzia Rahman

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