Consumer preferences and trust as determinants of halal product marketing strategies: Initial validity and reliability testing

The rapid growth of Indonesia’s halal industry has intensified the need for robust measurement tools capable of capturing consumer perceptions, trust, and behavioral tendencies toward halal-labeled products. This study conducts an initial validity and reliability assessment of a newly developed instrument designed to evaluate consumer behavior toward halal products. A total of 56 indicators were adapted from established theoretical frameworks, including the Theory of Planned Behavior (TPB) and the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). Data were obtained from 30 Indonesian consumers through an online and offline survey and analyzed using Pearson Product Moment correlation and Cronbach’s Alpha. The results show that two items were invalid and subsequently removed, after which all remaining indicators met the validity criteria. Reliability testing yielded a Cronbach’s Alpha of 0.974, indicating excellent internal consistency. Preliminary hypothesis testing using SmartPLS further demonstrated that 12 of the 15 proposed relationships were significant. These findings confirm that the instrument demonstrates strong psychometric properties and is suitable for use in large-scale data collection. The validated measurement model serves as a methodological foundation for future research aiming to formulate evidence-based marketing strategies that strengthen consumer trust and preference for halal-certified products.