The Influence of Halal Risk Perception and Cognitive Dissonance on Purchase Intention Toward Products Without Halal Certification Among Muslim MSME Consumers in Indonesia

Abstrak

This study investigates the impact of perceived halal risk, cognitive dissonance, and health risk on brand image, trust, and consumer purchase intentions among Muslim consumers. Data was collected from 221 Muslim respondents and analyzed using Structural Equation Modeling (SEM) with SmartPLS 3. The study tests eight hypotheses, revealing that perceived halal risk positively influences both brand image and trust, with higher levels of perceived halal risk leading to more favorable brand perceptions and increased consumer trust. In contrast, cognitive dissonance and health risk demonstrate more complex effects. Cognitive dissonance negatively impacts trust but has no significant effect on brand image, while health risk also reduces trust, although the effect is weaker. Brand image and trust are found to significantly influence consumers' intention to buy, with trust being the most influential factor. These results suggest that businesses should focus on halal certification and ethical practices to build trust and enhance brand image, while also addressing cognitive dissonance and health-related concerns to maintain consumer trust. The study emphasizes the importance of brand image and trust as critical drivers of purchase intentions and underscores the value of using SmartPLS 3 for SEM analysis in consumer behavior research.