Structural Prediction Model Satisfaction and Buying Decision of Muslim Consumers Towards Fast Food by Halal Labeling

This exploration means to comprehend what impacts Muslims in Bandung in creation choices on purchasing inexpensive food. The objects of this exploration are Muslim cheap food customers in Bandung. Information was gathered through an overview utilizing polls as a helping instrument. There were 180 respondents as tests. The information examination was led utilizing Structural Equation Modeling – Partial Least Square (SEM–PLS) approach. The exploration results show that the halal logo has a positive and critical impact on purchasing choices and that the clients' fulfillment likewise has a positive and huge effect on purchasing choices. Moreover, buyers' fulfillment can intervene in the impact of the halal logo on purchasing choices. This examination result is relied upon to urge eatery supervisors to be more mindful of the significance of the halal logo on their items.


Research Article
Vol. 12 No.6 (2021), [2513][2514][2515][2516][2517] Instruments were measured using the Likert 5 points scale, from 1 (strongly disagree) to 5 (strongly agree), used to measure all scale items (Utama, 2016). The questionnaire was divided into 3 main parts, from a brief explanation about the objects of the survey, followed by the measurement of the main scale item. The third part was used to measure the participants' demographic profiles, genders, ages, and levels of education. Data analysis wasconducted using Structural Equation Modeling -Partial Least Square (SEM-PLS)approaches (Afthanorhan, 2013).

Respondents' Demography
Data were collected from 180 Muslim respondentsin Bandung. Before data analysis, respondents' demography is presented firstin table 2 to see the characteristics of the participants used as research samples.  13.33 percent, the biggest age group is those who are 20 to 39 years old with a percentage of 81.11 percent, and the remaining are those who are 40 years old or more as many as 5.56 percent. Meanwhile, the respondents' levels of education are dominated by those who have high school diplomas as many as 61.67 percent, followed by those with a bachelor's degree at 38.33 percent.

Validity and Reliability Test
There are 4 variables in this research that are adapted from the previous research, which are halal logo, brand trust, satisfaction, and buying decision. In this research, the validity test that wasdone is the convergent validity test. With the cut-off value for Factor Loading > 0.50 composite reliability (CR) > 0.70 and average variants extracted > 0.50.

Hypothesis Test
To measure average geometric from the equation, Goodness of Fit (GoF) is checked.Other than that, the R² valuealso needs to be checked to rate how well the model in this research is to be a predictor (results can be seen in the following table 4). Based on theGoodness of Fitresults, it can be seen that the fitness level of the model as a whole is feasible as a good predictor. TheAdjusted R Squarelevelof 0.538reflects that all independent variables can explain the decisions of buying fast food with the trust level of 53.8 percent. While the remaining 35.4 percent can be explained by other variables that are not researched in this research.
It can be seen that the halal logo affects both satisfaction and buying decision with the estimated coefficient of 0.568, dan 0.405 consecutively, with a significant value of 0.000. As the significant value is < 0.01, it indicates that the halal logo affects satisfaction and buying decisions. The existence of the halal logo becomes one of the considerations to the Muslim consumers who want to buy fast food. Moreover, the halal logo makes Muslim consumers feel satisfied in buying the food products. Muslim consumers need to be assured that the products they choose are halal guaranteed through the halal logo on the products in line with Wibowo, et al., (2018).

Research Article
Vol.12 No.6 (2021), 2513-2517 Brand trust's influence on satisfaction and buying decision is 0.183 and 0.110 consecutively, with the probability value of0.006, dan 0.067. Brand trust's significant value to the satisfaction that is 0.000 < 0.05indicates that brand trust has an influence on satisfaction, but brand trust's significant value to buying decision is 0.067 > 0.05 so the correlation does not affect significantly.This confirmed that Muslim consumers still make brand trust affect the satisfaction of fast food, but this does not necessarily lead to the decision to buy fast food in line with Tjahyadi, (2006).
Furthermore, the effect of satisfaction on buying decisions is 0.315 with a significant value of 0.000. A significant value of 0,000 < 0.01indicates that satisfaction has an effect on buying decisions. Muslim consumers who are satisfied with a food product can consider repurchasing. Apart from that, the satisfaction variable can mediate the effect of the halal logo and buying decisions with the coefficient of 0.179 and the significant value is 0.000 < 0.01.