PENGARUH PENGETAHUAN, RELIGIUSITAS, DAN PERSEPSI KEGUNAAN TERHADAP KEPUTUSAN PEMBELIAN DENGAN SIKAP SEBAGAI VARIABEL INTERVENING

This study aims to determine the effect of knowledge, religiosity, and perceived usefulness on purchasing decisions with attitude as an intervening variable on products Sasha Halal Toothpaste. This study uses primary data with a sample of 233 respondents with non-probability sampling method and sampling technique using purposive sampling method. Data was collected through distributing questionnaires using Google Form. Analysis of the data used is the influence test with the Structural Equation Modeling (SEM) test method, supported by the AMOS version 26.0 program. The results showed that knowledge, religiosity, and perceived usefulness had a positive and significant effect on attitudes. Other results show that religiosity, perceived usefulness, and attitude have a positive and significant effect on purchasing decisions. Other results show that religiosity and perceived usefulness have a positive effect on purchasing decisions through attitude as a mediation. Other results show that perceived usefulness does not have a positive and significant effect on purchasing decisions through attitude as a mediation. Other results show that religiosity affects purchasing decisions through perceived usefulness.