Examining the effect of halal perceived value and perceived risk on purchase intention: A mediating role of halal trust

Marketers in the rising halal Muslim consumerism must understand their clients’ behavior patterns to compete successfully. The purpose of this paper is analyze impact perceived value, trust, and risk on purchase intention among customers Indonesia. Survey data analysis 253 consumers was evaluated using structural equation modeling scrutinize empirical model fit. results confirm that risk, trust predict a significant amount intention. study’s outcome also confirms mediating variable through which value affect This study contributes valuable insights into existing concepts consumer influencing buying decisions intentions products. provides practical foundation for managers develop suitable marketing strategies focus creating reducing perception promote consuming food