Determinants of halal food purchase decisions for Go Food and Shopee Food users
-
DOIhttp://dx.doi.org/10.21511/im.19(1).2023.10
-
Article InfoVolume 19 2023, Issue #1, pp. 113-125
- Cited by
- 1161 Views
-
484 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
Indonesia is one of the world’s biggest halal food product and service consumers. The halal industry will continue to expand as the Muslim community’s needs grow. Therefore, application development for online halal food providers through the Go Food and Shopee Food platforms is in high demand. This paper aims to analyze the determinants of Go Food and Shopee Food users’ halal food purchase decisions. The theory of planned behavior (TPB), the theory of consumer behavior, and the unified theory of acceptance and utilization of technology (UTAUT2) were used. The research sample consists of Go Food and Shopee Food users chosen randomly from a pool of 104 respondents. The data were collected using a questionnaire developed from previous studies and the theories applied (TPB and UTAUT2). Respondents received questionnaires online via Google Forms. Path analysis was used in this study. The findings show that TPB constructs can adequately explain halal food purchase behavior. The attitude toward the purchase of halal food and subjective norms affect the user’s intentions to purchase halal food. The coefficients are 0.291 and 0.379, with a p-value < 0.001. The user’s intention determines the positive decision to purchase halal food with a coefficient of 0.843 and a p-value < 0.001. Halal awareness is a powerful predictor with a coefficient of 0.206 and a p-value of 0.014. However, perceived behavioral control, halal literacy, religious commitment, financial literacy, and UTAUT2 constructs (price value, hedonic motivation, and habit) were not found to determine the intention to purchase halal food.
- Keywords
-
JEL Classification (Paper profile tab)D10, D12, D19, M31
-
References64
-
Tables3
-
Figures3
-
- Figure 1. Theoretical framework of planned behavior
- Figure 2. Research framework
- Figure 3. Path analysis results
-
- Table 1. Operational definitions of research variables
- Table 2. Reliability test results
- Table 3. Hypotheses testing results
-
- Akın, M. S., & Okumuş, A. (2021). Shaping the consumers’ attitudes towards halal food products in Turkey. Journal of Islamic Marketing, 12(6), 1081-1096.
- Al-Banna, H. (2019). Muslim customer behavior in halal food online purchasing. Journal of Islamic Monetary Economics and Finance, 5(3), 517-540.
- Ali, A., Ali, A., Xiaoling, G., Sherwani, M., & Hussain, S. (2018). Expanding the theory of planned behaviour to predict Chinese Muslims halal meat purchase intention. British Food Journal, 120(1), 2-17.
- Antara, P. M., Musa, R., & Hassan, F. (2016). Bridging Islamic financial literacy and halal literacy: The way forward in halal ecosystem. Procedia Economics and Finance, 37, 196-202.
- Ariffin, S. K., Dihanan, N. N., & Wahid, N. A. (2019). Investigating the factors affecting consumer purchase intention towards halal organic food. Journal of Entrepreneurship, Business and Economics, 7(2), 162-188.
- Arsil, P., Tey, Y. S., Brindal, M., Phua, C. U., & Liana, D. (2018). Personal values underlying halal food consumption: Evidence from Indonesia and Malaysia. British Food Journal, 120(11), 2524-2538.
- Awan, H. M., Siddiquei, A. N., & Haider, Z. (2015). Factors affecting halal purchase intention – Evidence from Pakistan’s halal food sector. Management Research Review, 38(6), 640-660.
- Azjen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
- Bashir, A. M. (2019). Effect of halal awareness, halal logo and attitude on foreign consumers’ purchase intention. British Food Journal, 121(9), 1998-2015.
- Bashir, A. M. (2020). Awareness of purchasing halal food among non-Muslim consumers: An explorative study with reference to Cape Town of South Africa. Journal of Islamic Marketing, 11(6), 1295-1311.
- Bawono, A., Saputra, Y., & Annur, F. (2022). Analysis of Gen Z Muslims’ interpersonal behavior in halal food purchasing in Indonesia. Journal of King Abdulaziz University: Islamic Economics, 35(1), 99-115.
- Billah, A., Rahman, M. A., & bin Hossain, M. T. (2020). Factors influencing Muslim and non-Muslim consumers’ consumption behavior: A case study on halal food. Journal of Foodservice Business Research, 23(4), 324-349.
- Bux, C., Varese, E., Amicarelli, V., & Lombardi, M. (2022). Halal food sustainability between certification and blockchain: A review. Sustainability, 14(4), 2152.
- Chang, A. (2012). UTAUT and UTAUT 2: A review and agenda for future research. The Winners, 13(2), 106-114.
- Fauzi, M. A. (2022). Consumer purchase of halal certified product: A quantitative systematic literature review. Journal of Islamic Marketing.
- Firdaus, F. S., Ikhsan, R. B., & Fernando, Y. (2022). Predicting purchase behaviour of Indonesian and French Muslim consumers: Insights from a multi-group analysis. Journal of Islamic Marketing.
- Garg, P., & Joshi, R. (2018). Purchase intention of “halal” brands in India: The mediating effect of attitude. Journal of Islamic Marketing, 9(3), 683-694.
- Goni, M. O. (2022). Investigation of the factors that influence Non-Muslims on the purchasing intention of halal food in Korea. African Journal of Business Management, 16(2), 24-31.
- Hanafiah, M. H., & Hamdan, N. A. A. (2021). Determinants of Muslim travellers halal food consumption attitude and behavioural intentions. Journal of Islamic Marketing, 12(6), 1197-1218.
- Hassan, Y., & Pandey, J. (2020). Examining the engagement of young consumers for religiously sanctioned food: The case of halal food in India. Young Consumers, 21(2), 211-232.
- Hasyim, F. (2022). Adoption of extended theory of planned behavior to halal food purchasing decision amidst COVID-19 pandemic. Journal of Islamic Economic Laws, 5(1), 84-115.
- Iranmanesh, M., Mirzaei, M., Parvin Hosseini, S. M., & Zailani, S. (2020). Muslims’ willingness to pay for certified halal food: An extension of the theory of planned behaviour. Journal of Islamic Marketing, 11(1), 14-30.
- Iranmanesh, M., Senali, M. G., Ghobakhloo, M., Nikbin, D., & Abbasi, G. A. (2022). Customer behaviour towards halal food: A systematic review and agenda for future research. Journal of Islamic Marketing, 13(9), 1901-1917.
- Khan, A., Arafat, M. Y., & Azam, M. K. (2022). Role of halal literacy and religiosity in buying intention of halal branded food products in India. Journal of Islamic Marketing, 13(2), 287-308.
- Khan, M. A., Hashim, S., & Bhutto, M. Y. (2021). Factors affecting brand relationship quality of halal food and the mediating role of halal literacy. International Journal of Academic Research in Business and Social Sciences, 11(14), 301-316.
- Khan, N., Iqbal, N., & Asfandyar. (2020). Analysing the demand for islamic financial products: The role of religiosity and financial literacy. Review of Economics and Development Studies, 6(4), 893-904.
- Manaf, N. R., & Ariyanti, M. (2017). Exploring key factors on technology acceptance of mobile payment users in Indonesia using modified unified theory of acceptance and use of technology (UTAUT) model use case: ABC easy tap. International Journal of Management and Applied Science, 3(1), 2394-7926.
- Marmaya, N. H., Zakaria, Z., & Mohd Desa, M. N. (2019). Gen Y consumers’ intention to purchase halal food in Malaysia: A PLS-SEM approach. Journal of Islamic Marketing, 10(3), 1003-1014.
- Megadewandanu, S., Suyoto, & Pranowo. (2017). Exploring mobile wallet adoption in Indonesia using UTAUT2: An approach from consumer perspective. Proceedings - 2016 2nd International Conference on Science and Technology-Computer, ICST 2016 (pp. 11-16). Yogyakarta, Indonesia.
- Millatina, A. N., Hakimi, F., Budiantoro, R. A., & Arifandi, M. R. (2022). The impact of halal label in halal food buying decisions. Journal of Islamic Economic Laws, 5(1), 159-176.
- Muflih, M., & Juliana, J. (2021). Halal-labeled food shopping behavior: The role of spirituality, image, trust, and satisfaction. Journal of Islamic Marketing, 12(8), 1603-1618.
- Muslichah, M., Abdullah, R., & Abdul Razak, L. (2020). 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, 11(5), 1091-1104.
- Nasirun, N., Noor, S. M., Sultan, A. A., & Haniffiza, W. M. H. W. M. (2019). Role of marketing mix and halal certificate towards purchase intention of agro based products. International Journal of Modern Trends in Business Research (IJMTBR), 2(7), 37-46.
- Nurhasanah, S., & Hariyani, H. F. (2018). Halal purchase intention on processed food. Tazkia Islamic Finance and Business Review, 11(2), 187-209.
- Nurrachmi, I., Setiawan, & Saripudin, U. (2020). Motivation for purchasing halal products: The influence of religiosity, trust, and satisfaction. Humanities & Social Sciences Reviews, 8(5), 210-218.
- Nursyamsiah, T., Rohmah, N. S., & Hasanah, Q. (2022). Halal label perception towards purchase decision of imported processed food products for Muslim Gen Z. IQTISHADUNA: Journal Ekonomi Islam, 11(2), 153-166.
- Öztürk, A. (2022). The effect of halal product knowledge, halal awareness, perceived psychological risk and halal product attitude on purchasing intention. Business and Economics Research Journal, 13(1), 127-141.
- Pradana, M. (2020). Spanish Muslims’ halal food purchase intention. Universitas de Barcelona.
- Pradana, M., Wardhana, A., Rubiyanti, N., Syahputra, S., & Utami, D. G. (2022). Halal food purchase intention of Muslim students in Spain: Testing the moderating effect of need-for-cognition. Journal of Islamic Marketing, 13(2), 434-445.
- Purwanto, A., Ardiyanto, J., & Sudargini, Y. (2021). Intention factors of halal food purchase among student consumers: An explanatory sequential mixed methods study. Journal of Industrial Engineering & Management Research (JIEMAR), 2(2), 21-34.
- Purwanto, A., Haque, M. G., Sunarsih, 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 (JIEMAR), 2(3), 42-52.
- Ramli, M. A., Abd Razak, M. A., & Jaafar, M. H. (2023). Understanding non-Muslims’ reluctance to halal food: A systematic review. Journal of Islamic Marketing, 14(2), 544-561.
- Sa’diah, Z., Saraswati, M. A., & Retnowati, M. S. (2022). Analysis of religiosity and halal labels towards purchasing decision on cosmetic products (Study on regular female student of the University of Darussalam Gontor). Jurnal Ekonomi Syariah, 7(2), 168-186.
- Salasbila, I. E., & Ramdhan, D. (2022). Influence of Tiktok marketing content and halal awareness on purchasing decisions with BPOM attributes as intervening. International Journal of Education, Information Technology and Others, 5(2), 334-343.
- Sardiana, A. (2019). Halal literacy and halal product purchase dimension: A preliminary study. Insight Journal, 6, 277-294.
- Septiani, D., & Ridlwan, A. A. (2020). The effects of halal certification and halal awareness on purchase intention of halal food products in Indonesia. Indonesian Journal of Halal Research, 2(2), 55-60.
- Sherwani, M., Ali, A., Ali, A., & Hussain, S. (2018). Determinants of halal meat consumption in Germany. Journal of Islamic Marketing, 9(4), 863-883.
- Sidek, S., Hsbolah, H., Dauh, R. R. R., Abdullah, F. A., Hasnan, N. A., & Abdullah, F. A. (2022). The nexus of consumer purchasing behaviour towards halal products among the Malaysian community. International Journal of Accounting, Finance and Business, 7(43), 535-545.
- Soon, J. M., & Wallace, C. (2017). Application of theory of planned behaviour in purchasing intention and consumption of halal food. Nutrition and Food Science, 47(5), 635-647.
- Sthapit, E., Björk, P., Piramanayagam, S., & Coudounaris, D. N. (2022). Antecedents and outcomes of memorable halal food experiences of non-Muslim tourists. Journal of Islamic Marketing.
- Suhartanto, D., Marwansyah, Muflih, M., Najib, M. F., & Faturohman, I. (2020). Loyalty formation toward halal food: Integrating the quality–loyalty model and the religiosity–loyalty model. British Food Journal, 122(1), 48-59.
- Syed, S., Sh Ahmad, F., & Shah, S. R. H. (2022). Psychological needs as underlying forces of halal food purchase intention. Journal of Islamic Marketing.
- Temizkan, V. (2022). A research on the attitude and purchasing behavior of Muslim consumers towards products with halal logo in another Muslim country. Sosyal Mucit Academic Review, 3(1), 123-147.
- Usman, H., Chairy, C., & Projo, N. W. K. (2021). Between awareness of halal food products and awareness of halal-certified food products. Journal of Islamic Marketing.
- Usman, H., Chairy, C., & Projo, N. W. K. (2022). Impact of Muslim decision-making style and religiosity on intention to purchasing certified halal food. Journal of Islamic Marketing, 12(11), 2268-2289.
- Vanany, I., Soon, J. M., Maryani, A., & Wibawa, B. M. (2020). Determinants of halal-food consumption in Indonesia. Journal of Islamic Marketing, 11(2), 507-521.
- Varinli, İ., Erdem, E., & Avcılar, M. Y. (2016). Exploring the factors affecting purchase intention of halal certified foods in Turkey: A PLS-path modeling study. European Journal of Business and Management, 8(4), 2222-2839.
- Venkatesh, V. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 47(2), 425-478.
- Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178.
- Vizano, N. A., Khamaludin, K., & Fahlevi, M. (2021). The effect of halal awareness on purchase intention of halal food: A case study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 441-453.
- Waharini, F. M., & Purwantini, A. H. (2018). Model pengembangan industri halal food di Indonesia. Muqtasid: Jurnal Ekonomi Dan Perbankan Syariah, 9(1), 1-13.
- Wibowo, M. W., Putri, A. L. S., Hanafiah, A., Permana, D., & Sh Ahmad, F. (2022). How education level polarizes halal food purchase decision of Indonesian millennials. Journal of Islamic Marketing, 13(12), 2582-2610.
- Widyanto, H. A., & Sitohang, I. A. T. (2022). Muslim millennial’s purchase intention of halal-certified cosmetics and pharmaceutical products: the mediating effect of attitude. Journal of Islamic Marketing, 13(6), 1373-1394.
- Williams, M. D., Rana, N. P., & Dwivedi, Y. K. (2015). The unified theory of acceptance and use of technology (UTAUT): A literature review. Journal of Enterprise Information Management, 28(3), 443-488.