This research aims to determine the effect of product knowledge, attitude and halal certification on purchase intention in halal food products at five universities in Batam City. This research uses a quantitative approach, descriptive statistical data analysis techniques and multiple linear regression analysis. The sample in this research amounted to 370 respondents. Data collection techniques in this research using a questionnaire through google form. The population in this research were business management students from five universities in Batam city with a sample of 370 respondents. The results of this research indicate that product knowledge has a positive and significant effect on purchase intention which can be proven by the value of t count > t table that is 3.779 > 1.99647, attitude has a positive and significant effect on purchase intention with t count 3,527 > t table 1.99647, and halal certification has a positive and significant influence on purchase intention where t count > t table is 3,220 > 1.99647. In addition, the three independent variables of product knowledge, attitude and halal certification have a positive and significant influence simultaneously on purchase intention where the value of Fcount 46.109 > Ftable 2,63.
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