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Table 2: Demographic Profile Characteristics
Frequency Percentage
Age Less than 20 years
Between 20 and 29 years Between 30 and 39 years
More than 40 years 28
120 26
24 14.1
60.6 13.1
12.1
Gender Male
Female 59
139 29.8
70.2
Status Single
Married 138
60 69.7
30.3
Highest Level Education GCE O level or below
GCE A level or equivalent Diploma or equivalent
Bachelor Degree or equivalent Postgraduate degree or equivalent
Other 19
60 24
74 17
4 9.6
30.3 12.1
37.4
8.6 2.0
Religious Education Background Completed primary six
Attended but did not complete primary six Not attended
Others 141
20 10
27 71.2
10.1 5.1
13.6 Table 2 shows that 120 60.6 of the respondents were aged between 20 to 29 years old.
There is almost an equal number of respondents in the group less than 20 years 28, between 30 and 39 years 26, more than 40 years 24. In terms of gender, more than
half of respondents 139 are female 70.2 and 59 are male 29.8. In terms of marital status, 138 respondent 69.7 are single. On the other hand, 60 respondents 4.1
are married.
Table 2 also shows that in terms of highest educational level, there is almost an equal number of respondents who have GCE Olevel or below 19 respondents and
postgraduate degree 17 respondents. This is followed by 60 respondents those who had GCE A level or equivalent 30.3, 24 respondents had diploma or equivalent 12.1,
74 respondents had bachelor degree or equivalent 37.4, and other 4 respondents 2. As far as the formal religious education is concerned, majority of respondents had
completed primary six. It constitutes 71.2 of the sample. Further, 10.1 respondents attended but did not complete primary six 5.1 not attended, and others 13.6. This
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means that a significant proportion of respondents have received a decent background in Islamic religious education.
5.2
Test of Hypotheses
Table 3 and 4 below provide the results of regression equations. Table 3: Results of Regression of Equation 1
The Effect of Religiosity X1, on Awarenest X2 Equation 1 X
2
= P
21
X
1
+ P
2a
Variable Value
SE T -stat
Sig X
1
Religiosity 0.269
0.076 3.555
0.000 R = 0.246 R
2
= 0.061 F=12.640 α = 0.05 Table 4 Results of Regression of Equation 2
The Effect of Religiosity X1 and Awareness X2 on Purchase Decision X3 Equation 2 X
3
= P
31
X
1
+P
32
X
2
+ P
3b
R
b
Variable Value
SE T -stat
Sig X
1
Religiosity X
2
Awareness 0.152
0.287 0.040
0.040 3.808
6.583 0.000
0.000 R = 0.526 R
2
= 0.277 F= 37.346 α = 0.05
5.3 Test of Hypothesis 1
To test H1, the effect of religiosity on awareness, a linear regression model is employed, in which the independent variable is religiosity and the dependent is purchase decision.
As summarized in Table 4, it shows that religiosity has significant effect on a purchase decision [p 0.000 0.05]. Hence, the result of the path model support for hypothesis 1.
5.4 Test of Hypothesis 2
It is expected in hypoyhesis 2 that there is an indirect effect of religiosity on purchase decision through awareness. Table 3 and 4 provide the results to examine the indirect
effect. Table 3 reveals that the effect of religiosity on awareness is positive and significant [p 0.000 0.05]. Table 4 also provides evidence to support hypothesis 2.
Table 4 shows that the effect of awareness on purchase decision is positive and significant [p 0.000 0.05]. These results lead the author to conclude that the two path
which form indirect effect of religiosity on purchase decision through awareness are significant and therefore H2 could not be rejected.
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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
