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6. CONCLUSIONS AND LIMITATIONS
The purpose of the study was to examine empirically the intervening role of awareness in the relationship between religiosity and purchase decision. The results
reveals that 1 the direct effect religiosity on purchase decision is significant 2, the indirect effect of religiosity on purchase decision through awareness is significant. The
result indicate that consumer behavior is influenced by consumer’s religiosity. Highly religious individuals are more likely to be concerned with halal foods and more likely to
make purchase decision on Halal foods. Looking at the above demographic information. It can be seen that majority of respondents of this study is largely dominated by students
who has completed primary six religious so they are very cautious related to halal foods.
This means that the higher an individual’s religious education, the more will be their concern to ensure that food they eat conforms to halal requirements. This study also
suggests that the internalization of Islamic values related to halal foods can be enhanced through the education process. The influence of Islamic values related to halal foods on
individual’s values is not immediate and that individual may need time to learn that certain values are correct. Furthermore, the result also suggest that the effect of religiosity
on purchase decision is intervened by awareness. Thus , religiosity play a crucial role in the purchase decision by controlling consumer behavior. When halal foods is seen as a
religious issue, individuals are likely more aware, and increase the intention to purchase halal foods.
There are at least three limitations to the study which are worth noting. First, the sample was taken from Brunei Muara only and respondents were selected using
convenience sampling. It is recommended that future research consider using a bigger sample size representative of all Bruneian Muslim and a wider geographical area.
Second, the study did not consider all the variable that might affect purchase decision. There might be another variables that influence purchase decision. The buying behavior
is influenced by both internal and external factors Jalalkamali and Nikbin, 2010. The internal factors comprised of motivation, perception, consumer resources, knowledge,
attitudes, personality, values and lifestyle. On the other hand, the external input variables consist of the environmental and marketing stimuli. Third, while awareness and purchase
decision measures are well recognized in the literature, the survey instrument and conceptualization of religiosity are both issues requiring further investigation in the
literature.
The findings of this study add to the limited knowledge of halal foods research. This study identifies a gap in the literature, it has explored that gap through quantitative
research, however, there still remains a significant amount of research requiring to be done in this area to replicate or extend this study. For future research it is recommended
to study the influence of religiosity on other marketing variables, such as how religiosity can affect promotions of the halal foods. Beside this, the present study is of pratical
significance because the empirical result provides information about halal foods to help government to develop strategies toward increasing halal foods awareness. Also, the
result indicate that religiosity and awareness are important antecedends of Bruneian Muslims intention to purchase halal foods. Therefore, marketers should design their
marketing campaigns focusing on creating awreness regarding their compliance with halal products. Moreover, food manufacturers and sellers should use the reliable halal
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certification and logo as a way to inform their consumers that their products are truly halal.
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