Intention Factors of Halal Food Purchase among Student Consumers: An Explanatory Sequential Mixed Methods Study
Abstrak
The purpose of this study was to explore and investigate the influence of the perception of halal food, halal food quality, halal food safety and knowledge of halal food on student consumer purchase intentions. This study used the Explanatory Sequential Mixed Method and the first stage of this research was quantitative analysis. The questionnaires were distributed randomly with an online electronic questionnaire and using snowball sampling techniques, totaling 420 student respondents. Data processing and hypotheses were tested using Structural Equation Model (SEM) and SmartPLS software. The second stage is a qualitative analysis that explores the factors that influence student consumers to buy halal food. Primary data collection used open and unstructured interviews in depth with 5 (five) student consumer participants who were selected and determined using purposive sampling method. The results of the analysis show that the perception of halal food has a significant effect on repeat purchases, the quality of halal food has a significant effect on purchases. Halal food safety has a significant positive effect on repeat purchases and knowledge of halal food has a significant effect on repeat purchases. The results of this study can provide insights for halal food producers to see student consumers as one of their target markets in the halal food industry and will help to determine the level of knowledge and students' perceptions of halal food. The novelty of this research is a new model of perception of halal food, quality of halal food, halal food safety and knowledge of halal food on purchase intentions of student consumers in Indonesia using the Explanatory Sequential Mixed Methods with the coverage of a country. This research can serve as a reference for further research to be carried out in other countries and can be adapted and adopted by other countries or in other regions.
Referensi
Abdullah, R. and Abdul Razak, L. (2019), "The effect of halal foods awareness on purchase decision with religiosity as a moderating variable: A study among university students in Brunei Darussalam", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-09-2017-0102
Agus Purwanto (2021). Exploring Factor's Affecting Consumer's Purchase Intention Of Halal Food Products For Indonesian Millennials Consumers. European Journal of Molecular & Clinical Medicine, 7(8), 4320-4338.
Ahmadova, E. and Aliyev, K. (2020), "Determinants of attitudes towards Halal products: Empirical evidence from Azerbaijan", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-04-2019-0068
Ali, A., Xiaoling, G., Sherwani, M. and Ali, A. (2017), "Factors affecting Halal meat purchase intention: Evidence from international Muslim students in China", British Food Journal, Vol. 119 No. 3, pp. 527-541. https://doi.org/10.1108/BFJ-10-2016-0455
Awan, H., Siddiquei, A. and Haider, Z. (2015), "Factors affecting Halal purchase intention – evidence from Pakistan’s Halal food sector", Management Research Review, Vol. 38 No. 6, pp. 640-660.https://doi.org/10.1108/MRR-01-2014-0022
Ashraf, M. (2019), "Islamic marketing and consumer behavior toward halal food purchase in Bangladesh: An analysis using SEM", Journal of Islamic Marketing, Vol. 10 No. 3, pp. 893-910. https://doi.org/10.1108/JIMA-03-2018-0051
Asnawi, N., Sukoco, B. and Fanani, M. (2018), "Halal products consumption in international chain restaurants among global Moslem consumers", International Journal of Emerging Markets, Vol. 13 No. 5, pp. 1273-1290. https://doi.org/10.1108/IJoEM-11-2017-0495
Azam, A. (2016), "An empirical study on non-Muslim’s packaged halal food manufacturers: Saudi Arabian consumers’ purchase intention", Journal of Islamic Marketing, Vol. 7 No. 4, pp. 441-460. https://doi.org/10.1108/JIMA-12-2014-0084
Ayyub, R. (2015), "Exploring perceptions of non-Muslims towards Halal foods in UK", British Food Journal, Vol. 117 No. 9, pp. 2328-2343.https://doi.org/10.1108/BFJ-07-2014-0257
Bashir, A. (2019), "Awareness of purchasing halal food among non-Muslim consumers: An explorative study with reference to Cape Town of South Africa", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-04-2018-0077
Bashir, A. (2019), "Effect of halal awareness, halal logo and attitude on foreign consumers’ purchase intention", British Food Journal, Vol. 121 No. 9, pp. 1998-2015.https://doi.org/10.1108/BFJ-01-2019-0011
Jaiyeoba, H., Abdullah, M. and Dzuljastri, A. (2019), "Halal certification mark, brand quality, and awareness: Do they influence buying decisions of Nigerian consumers?", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-07-2019-0155
Jumani, Z. and Sukhabot, S. (2019), "Behavioral intentions of different religions: Purchasing halal logo products at convenience stores in Hatyai", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-07-2018-0112
Haque et al (2015) the perception of non-Muslim consumers about halal food products is influenced by their attitude, subjective norm and perceived behavioural control, specifically in the context of Malaysia.
Haque, A., Sarwar, A., Yasmin, F., Tarofder, A. and Hossain, M. (2015), "Non-Muslim consumers’ perception toward purchasing halal food products in Malaysia", Journal of Islamic Marketing, Vol. 6 No. 1, pp. 133-147. https://doi.org/10.1108/JIMA-04-2014-0033
Hassan, Y. and Sengupta, A. (2019), "India – an untapped market for halal products", Journal of Islamic Marketing, Vol. 10 No. 3, pp. 981-1002.https://doi.org/10.1108/JIMA-09-2018-0179
Ishak, S., Awang, A., Hussain, M., Ramli, Z., Md Sum, S., Saad, S. and Abd Manaf, A. (2016), "A study on the mediating role of halal perception: determinants and consequence reflections", Journal of Islamic Marketing, Vol. 7 No. 3, pp. 288-302. https://doi.org/10.1108/JIMA-02-2015-0010
Jumani, Z. and Sukhabot, S. (2019), "Behavioral intentions of different religions: Purchasing halal logo products at convenience stores in Hatyai", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-07-2018-0112
Kawata, Y., Htay, S. and Salman, A. (2018), "Non-Muslims’ acceptance of imported products with halal logo: A case study of Malaysia and Japan", Journal of Islamic Marketing, Vol. 9 No. 1, pp. 191-203. https://doi.org/10.1108/JIMA-02-2016-0009
Khan, M., Asad, H. and Mehboob, I. (2017), "Investigating the consumer behavior for halal endorsed products: Case of an emerging Muslim market", Journal of Islamic Marketing, Vol. 8 No. 4, pp. 625-641. https://doi.org/10.1108/JIMA-09-2015-0068
Muhamed, A., Ab Rahman, M., Mohd Hamzah, F., Che Mohd Zain, C. and Zailani, S. (2019), "The impact of consumption value on consumer behaviour: A case study of halal-certified food supplies", British Food Journal, Vol. 121 No. 11, pp. 2951-2966. https://doi.org/10.1108/BFJ-10-2018-0692
Nico Alexander Vizano, Anis Fittria, Mohamad Nuryansah, Muhammad Rikza Muqtada, Gufron , Moh Farhan, Agus Purwanto (2020). HALAL MEDICINE PURCHASE INTENTION AMONG SOUTH EAST ASIAN CONSUMERS. European Journal of Molecular & Clinical Medicine, 7(7), 58-77.
Purwanto, H., Fauzi, . M., Wijayanti, . R., Awwaly, . K. U. A., Jayanto, . I., Mahyuddin, ., Purwanto, . A., Fahlevi, . M., Adinugraha, H. H., Syamsudin, . R. A., Pratama, . A., Ariyanto, . N., Sunarsi, . D., Hartuti, . E. T. K. & Jasmani, . (2020) Developing Model of Halal Food Purchase Intention among Indonesian Non-Muslim Consumers: An Explanatory Sequential Mixed Methods Research. Systematic Reviews in Pharmacy, 11 (10), 396-407. doi:10.31838/srp.2020.10.63
Purwanto, A., Purba,J.T, Bernarto,I., Sijabat,R.(2021). The Role of Transformational Leadership, Organizational Citizenship Behaviour, Innovative Work Behaviour, Quality Work Life, Digital Transformation and Leader Member Exchange on Universities Performance. Linguistica Antverpiensia.2021(2).2908-2932
Purwanto, A., Purba,J.T, Bernarto,I., Sijabat,R.( 2021).Pengaruh Servant, Digital dan Green leadership Terhadap Kinerja Industri Manufaktur Melalui Mediasi Komitmen Organisasi, Jurnal Riset Inspirasi Manajemen dan Kewirausahaan Volume 5 No. 1 Edisi Maret 2021 Hal 1-13, DOI : https://doi.org/10.35130/jrimk
Purwanto, A., Purba,J.T, Bernarto,I., Sijabat,R.( (2021).Peran Organizational Citizenship Behavior (OCB), Transformational and Digital Leadership Terhadap Kinerja Melalui Mediasi Komitmen Organisasi Pada Family Business. Jenius. 4(3). 256-262.http://dx.doi.org/10.32493/JJSDM.v4i3.10454
Purwanto, A., Purba,J.T, Bernarto,I., Sijabat,R (2021). EFFECT OF TRANSFORMATIONAL LEADERSHIP,JOB SATISFACTION, AND ORGANIZATIONAL COMMITMENTS ON ORGANIZATIONAL CITIZENSHIP BEHAVIOR. Inovbiz: Jurnal Inovasi Bisnis 9 (2021) 61-69
Purwanto, A., Haque, M. G., Sunarsi, D., & Asbari, M. (2021). The Role of Brand Image, Food Safety, Awareness, Certification on Halal Food Purchase Intention: An Empirical Study on Indonesian Consumers. Journal of Industrial Engineering & Management Research, 2(3), 42 - 52. https://doi.org/10.7777/jiemar.v2i3.144
Purwanto, A., Asbari, M., Santoso, P., Wijayanti, L., Hyun, C., sihite, O., & Saifuddin, M. (2020). Pengaruh Gaya Kepemimpinan Partisipatif dan Otokratis Terhadap Kinerja Sistem Jaminan Halal HAS 23000 Pada Industri Makanan Kemasan. Edumaspul: Jurnal Pendidikan, 4(1), 156-179. https://doi.org/10.33487/edumaspul.v4i1.345
Quoquab, F., Mohamed Sadom, N. and Mohammad, J. (2019), "Driving customer loyalty in the Malaysian fast food industry: The role of halal logo, trust and perceived reputation", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-01-2019-0010
Rezai, G., Mohamed, Z. and Nasir Shamsudin, M. (2012), "Non‐Muslim consumers' understanding of Halal principles in Malaysia", Journal of Islamic Marketing, Vol. 3 No. 1, pp. 35-46.https://doi.org/10.1108/17590831211206572
Shahid, S., Ahmed, F. and Hasan, U. (2018), "A qualitative investigation into consumption of halal cosmetic products: the evidence from India", Journal of Islamic Marketing, Vol. 9 No. 3, pp. 484-503. https://doi.org/10.1108/JIMA-01-2017-0009
Salindal, N. (2019), "Halal certification compliance and its effects on companies’ innovative and market performance", Journal of Islamic Marketing, Vol. 10 No. 2, pp. 589-605.https://doi.org/10.1108/JIMA-04-2018-0080
Shah, S., Azhar, S. and Bhutto, N. (2019), "Halal marketing: a marketing strategy perspective", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-11-2018-0211
Tieman, M. and Che Ghazali, M. (2013), "Principles in halal purchasing", Journal of Islamic Marketing, Vol. 4 No. 3, pp. 281-293.https://doi.org/10.1108/JIMA-01-2012-0004
Tieman, M. (2011), "The application of Halal in supply chain management: in‐depth interviews", Journal of Islamic Marketing, Vol. 2 No. 2, pp. 186-195. https://doi.org/10.1108/17590831111139893
Wilkins, S., Butt, M., Shams, F. and Pérez, A. (2019), "The acceptance of halal food in non-Muslim countries: Effects of religious identity, national identification, consumer ethnocentrism and consumer cosmopolitanism", Journal of Islamic Marketing, Vol. 10 No. 4, pp. 1308-1331. https://doi.org/10.1108/JIMA-11-2017-0132
Wilkins, S., Butt, M., Shams, F. and Pérez, A. (2019), "The acceptance of halal food in non-Muslim countries: Effects of religious identity, national identification, consumer ethnocentrism and consumer cosmopolitanism", Journal of Islamic Marketing, Vol. 10 No. 4, pp. 1308-1331. https://doi.org/10.1108/JIMA-11-2017-0132
