Determining Factors of Muslim Consumer's Purchase Intention Towards Halal Detergent for Sustainability of Halal Value Chain

The halal value chain is a management standard that must be applied to every halal industry in the world to meet the halal standard of a product. This study aims to determine the purchase intention of Indonesian consumers towards halal detergent mediated by attitude variables. In this study, a quantitative approach was used with the help of a statistical tool, namely Smart PLS. There are 150 respondents according to the criteria used as samples in this study. The measurement model is used to test the validity and reliability, while the structural model is used to test causality (testing hypotheses with predictive models). The results of hypothesis testing indicate that attitudes can mediate subjective norms and halal certification variables on purchase intentions. However, the religiosity variable is not significant to purchase intention directly or indirectly. Halal certification variable is not significant to purchase intention. However, the subjective norm variable and the attitude variable have a significant effect on purchase intention. The results of this study indicate that the subjective norm and attitude variables have a significant positive effect on the purchase intention of Muslim consumers on halal detergent products in Surabaya. For business people, they should continuously pay attention to and monitor the production activities of halal detergents. For further research, it is recommended to add samples from different cities and non-Muslim respondents so that it can be seen how the differences in intention to buy in Muslim and non-Muslim respondents are.