Safeguarding Pilgrimage Integrity: A Higher Objectives of Islamic Law and Digital Marketing-Communication Framework for Umroh Service Transparency; A Case Study of Sabella Umroh and Moslem Tour, Madiun, East Java, Indonesia

The global halal food industry has expanded rapidly due to the growing Muslim population, increasing consumer awareness, and rising demand for halal-certified products worldwide. However, empirical evidence on the determinants of halal food purchase intention in emerging African markets, particularly Eritrea, remains limited. This study examines the influence of halal certification on consumers' purchase intention for halal food products among Eritrean consumers, while investigating the mediating roles of religiosity and halal knowledge. Grounded in the Theory of Planned Behaviour (TPB) and signalling theory, the study proposes a conceptual framework establishing direct pathways and indirect mediation mechanisms linking halal certification, religiosity, halal knowledge, trust, perceived authenticity, product quality, price, consumer attitudes, and purchase intention. A quantitative cross-sectional survey was conducted among 100 consumers in Eritrea using structured questionnaires with validated measurement scales. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS 4 to evaluate measurement models (internal consistency, convergent validity via AVE, and discriminant validity via HTMT) and structural models (including explicit direct, indirect, and total mediation effects). The empirical findings reveal that while core socio-psychological factors (attitude, subjective norms, perceived behavioural control, and intrinsic religiosity) directly drive purchase intention, halal certification alone does not exert a statistically significant direct effect. Furthermore, religiosity and halal knowledge do not demonstrate significant indirect mediation effects between halal certification and purchase intention. These results indicate that purchase intentions among Eritrean consumers are heavily dictated by broader behavioural, social-psychological, and quality-driven factors beyond simple certification logos. The study offers theoretical contributions to African halal marketing literature and practical guidelines for policymakers, halal certification authorities, and industry stakeholders seeking to enhance trust, governance systems, and consumer education.

Halal certification; Purchase intention; Halal food products; Religiosity; Halal knowledge; Eritrea; Consumer behaviour; PLS-SEM; Trust; Product quality.

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