Muslim Millennial’s Buying Behavior of Halal Food & Beverage in Indonesia: The Mediating Effect of Purchase Intention
Abstract
This study aims to determine the factors that influence consumer behavior in buying halal food and beverages in Indonesia for the millennial generation. These factors include halal awareness, halal certification and attitudes which are important factors in influencing buying behavior directly or through buying intention as a mediating/intervening variable. Data collection was carried out through a questionnaire with a total of 206 millennial Muslims who consume the halal product in Indonesia and also part of society with births in late 1980 to early 2000 using non-probability sampling. To assist in data analysis using sem-pls with PLS-4 application. The results of the study show that there is a relationship between halal awareness, halal certification and attitudes towards consumer buying behavior which is mediated by purchase intention. In addition, for a direct relationship between halal certification and attitudes toward buying behavior, a positive and significant effect was found. Interestingly, it was found that halal awareness has no significant effect on consumer buying behavior. This study can be used also by companies and for marketing discussions to develop halal food and beverage products for Muslim consumers in Indonesia.
Keywords
Full Text:
PDFReferences
Ahmed, Z.U., Al-kwifi, O.S., Saiti, B., & Othman, N.B. (2014). Consumer behavior dynamics of Chinese minorities. Journal of Technology Management in China, 9(1), 6-23. https://doi.org/10.1108/JTMC-10-2013-0038
Al-Swidi, M.A., Huque, S.M.R., Hafeez, M.H., & Shariff, M.N.M., (2015). The role of subjective norms in theory of planned behavior in the context of organic food consumption. British Food Journal, 116(10), 1561–1580. https://doi.org//10.1108/ BFJ-05-2013-0105
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Akyol, Mevlüt & Kilinç, Özgür. (2015). Turkish Studies -International Internet And Halal Tourism Marketing. Turkish Studies - International Periodical For The Languages, Literature and History of Turkish or Turkic. 9/8. 171-186.
Al-Hyari, K., Alnsour, M., Al-Weshah, G., & Haffar, M. (2012). Religious beliefs and consumer behaviour: From loyalty to boycotts. Journal of Islamic Marketing, 3(2), 155–174. https://doi.org/10.1108/17590831211232564
Assael, H. (2001), Consumer Behavior and Marketing Action, 6th ed., Thomson Learning, Boston, MA.
Ambali, A. R., & Bakar, A. N. (2014). People’s Awareness on Halal Foods and Products: Potential Issues for Policy-makers. Procedia - Social and Behavioral Sciences, 121, 3–25. https://doi.org/10.1016/j.sbspro.2014.01.1104
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. https://doi.org/10.1108/mrr-01-2014-0022
Aziz, Y. A., & Chok, N. V. (2013). The Role of Halal Awareness, Halal Certification, and Marketing Components in Determining Halal Purchase Intention Among Non-Muslims in Malaysia: A Structural Equation Modeling Approach. Journal of International Food and Agribusiness Marketing, 25(1), 1–23. https://doi.org/10.1080/08974438.2013.723997
Azmawani Abd Rahman, Ebrahim Asrarhaghighi, S. A. R. (2015). Consumers and Halal cosmetic products: knowledge, religiosity, attitude and intention. Journal of Islamic Marketing, 6(1), 148-163. https://doi.org/10.1108/JIMA-09-2013-0068
Bashir, A. M. (2019). Effect of halal awareness, halal logo and attitude on foreign consumers’ purchase intention. British Food Journal, 121(9), 1998–2015. https://doi.org/10.1108/BFJ-01-2019-0011
Bonne, K., Vermeir, I., Bergeaud-Blackler, F., & Verbeke, W. (2007). Determinants of halal meat consumption in France. British Food Journal, 109(5), 367–386. https://doi.org/10.1108/0070700710746786
BPOM. (2022). Statistik Produk Yang Mendapat Persetujuan Izin Edar. https://cekbpom.pom.go.id/
BPS. (2020). Sensus Penduduk 2020, BPS: Generasi Z dan Milenial Dominasi Jumlah Penduduk RI. https://bisnis.tempo.co/read/1425919/sensus-penduduk-2020-bps-generasi-z-dan-milenial-dominasi-jumlah-penduduk-ri#:~:text=Sabtu%2C 23 Januari 2021 10%3A31 WIB&text=Sementara%2C generasi milenial mencapai 69,jiwa atau 25%2C87 persen.
Briliana, Vita & Mursito, Nurwanti. (2017). Exploring antecedents and consequences of Indonesian Muslim youths' attitude towards halal cosmetic products: A case study in Jakarta. Asia Pacific Management Review. 22(4), 178-184. https://doi.org/10.1016/j.apmrv.2017.07.012
Disperindag. (2022). Potensi Sektor Industri Halal di Indonesia. https://disperindag.kukarkab.go.id/berita/artikel/potensi-sektor-industri-halal-di-indonesia
Dukcapil. (2022). Sebanyak 86,9% Penduduk Indonesia Beragama Islam. https://dataindonesia.id/ragam/detail/sebanyak-869-penduduk-indonesia-beragama-islam
Emekci, S. (2019). Green consumption behaviours of consumers within the scope of TPB. Journal of Consumer Marketing, 36(3), 410–417. https://doi.org/10.1108/JCM-05-2018-2694
Endah, N.H., (2014). Perilaku Pembelian Kosmetik Berlabel Halal Oleh Konsumen Indonesia. Jurnal Ekonomi Pembangunan LIPI, 22(1) 25-39.
Faridah, H. D. (2019). Halal certification in Indonesia; history, development, and implementation. Journal of Halal Product and Research (JHPR), 2(2), 68-78. https://doi.org/10.20473/jhpr.vol.2-issue.2.68-78
Fatmawati, (2011). Perlindungan Hak atas Kebebasan Beragama dan Beribadah dalam Negara Hukum Indonesia. Jurnal Konstitusi 8(4): 488-520. https://doi.org/10.31078/jk844
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
Gabriella, S., & Kurniawati, K. (2021). Anteseden Halal Purchase Behavior. Benefit: Jurnal Manajemen Dan Bisnis, 6(2), 25–48.
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. https://doi.org/10.1108/JIMA-11-2017-0125.
Ghadikolaei, F. S. (2016). The Effect of Halal Signs and Symptoms and Consumers’ Purchase Intention in Muslim and Non-Muslim Countries - A Review. International Journal of Busines and Management Invention, 5(7), 44–49.
Ghozali, I., & Latan, H. (2015). Partial Least Square Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 untuk Penelitian Empiris.
Golnaz, R., Zainalabidin, M., Mad Nasir, S., & Eddie Chiew, F. C. (2010). Non-muslims’ awareness of Halal principles and related food products in Malaysia. International Food Research Journal, 17(3), 667–674.
Gupta, S., & Ogden, D. T. (2009). To buy or not to buy? A social dilemma perspective on green buying. Journal of Consumer Marketing, 26(6), 378–393. https://doi.org/10.1108/07363760910988201
Hamdan, H., Issa, Z. M., Abu, N., & Jusoff, K. (2013). Purchasing Decisions among Muslim Consumers of Processed Halal Food Products. Journal of Food Products Marketing, 19(1), 54–61. https://doi.org/10.1080/10454446.2013.724365
Handriana, T., Yulianti, P., Kurniawati, M., Arina, N. A., Aisyah, R. A., Ayu Aryani, M. G., & Wandira, R. K. (2020). Purchase behavior of millennial female generation on Halal cosmetic products. Journal of Islamic Marketing, 12(7), 1295–1315. https://doi.org/10.1108/JIMA-11-2019-0235
Hair, J. F., Hult, G. T. M., M, R. C., & Marko, S. (2014). A Primer on Partial Least Squares Structural Equation Modeling. In Long Range Planning. 46(1–2). https://doi.org/10.1016/j.lrp.2013.01.002
Hew, J. J., Wong, L. W., Tan, G. W. H., Ooi, K. B., & Lin, B. (2020). The blockchain-based Halal traceability systems: a hype or reality?. Supply Chain Management, 25(6), 863–879. https://doi.org/10.1108/SCM-01-2020-0044
Hussain, I., Rahman, S. U., Zaheer, A., & Saleem, S. (2016). Integrating factors influencing consumers’ halal products purchase: Application of theory of reasoned action. Journal of International Food and Agribusiness Marketing, 28(1), 35–58. https://doi.org/10.1080/08974438.2015.1006973
Ismail, R. M. (2015). Global issues and challenges for the halal food industry. China (Ningxia) International Cooperation Forum on Halal Food Certification, 9, 124–133. https://doi.org/10.13140/RG.2.1.3096.5842
Joseph F. Hair, Jr. William C. Black, Anderson, B. J. B. R. E. (2013). A Primer on Partial Least Squares Structural Equation Modeling. In Long Range Planning 46(1–2). https://doi.org/10.1016/j.lrp.2013.01.002
Khan, A. & Azam, M. (2016). Factors Influencing Halal Products Purchase Intention in India: Preliminary Investigation. IUP Journal of Marketing Management. 15(1). 20-35.
Kotler. P. (2016). Marketing management (15th editi). Harlow, Essex: Pearson Education Limited.
Kotler, P. and Armstrong, G. (2004) Principles of Marketing. 10th Edition, Pearson-Prentice Hall, New Jersey.
Kotler, P. and Armstrong, G. (2008). Prinsip-prinsip Pemasaran. Edisi 12. Jilid 1. Erlangga, Jakarta.
Krishnan, S., Haniff, M., Mohd Aderis, H., Azman, M. N., Nazrin, M., & Kamaluddin, A. (2017). Halal Food: Study on Non-Muslim Acceptance. American Journal of Economics, 2017(1), 41–45. https://doi.org/10.5923/j.economics.20170701.05
Kurniawati, S., Juniarti, R. P., Omar, A., & Ridlwan, A. A. (2023). Revealing well-educated millenials’ purchase intention on halal cosmetics: The role of knowledge, religiosity, and attitude. Al-Uqud: Journal of Islamic Economics, 7(1), 95–109. https://doi.org/10.26740/aluqud.v7n1.p95-109
Lada, S., Harvey Tanakinjal, G., & Amin, H. (2009). Predicting intention to choose halal products using theory of reasoned action. International Journal of Islamic and Middle Eastern Finance and Management, 2(1), 66–76. https://doi.org/10.1108/17538390910946276
Latiff, A., Bashir, A. M., Bayat, A., Olutuase, S. O., & Ariff, Z. (2018). Factors affecting consumers’ intention towards purchasing halal food in South Africa : a structural equation modelling Factors affecting consumers’ intention towards purchasing halal food in South Africa : a structural equation modelling. Journal of Food Products Marketing, 00(00), 1–23. https://doi.org/10.1080/10454446.2018.1452813
LPPOM MUI. (2019). kaleidoskop sertifikasi halal indonesia. https://halalmui.org/mui14/main/detail/kaleidoskop-sertifikasi-halal-indonesia
Marmaya, N., Zakaria, Z. and Mohd Desa, M. (2019). Gen Y consumers’ intention to purchase halal food in Malaysia : a PLS-SEM approach. Journal of Islamic Marketing, Vol. 10 No. https://doi.org/10.1108/JIMA-08-2018-0136
MUI, L. (2022). Prospek Menggiurkan, Permintaan Produk Halal Naik Sekitar 4,3%. https://halalmui.org/prospek-menggiurkan-permintaan-produk-halal-naik-sekitar-43/
Mukhtar, A., & Butt, M. M. (2012). Intention to choose Halal products: The role of religiosity. Journal of Islamic Marketing, 3(2), 108–120. https://doi.org/10.1108/17590831211232519
Mutmainah, L. (2018). The Role of Religiosity, Halal Awareness, Halal Certification, and Food Ingredients on Purchase Intention of Halal Food. Ihtifaz: Journal of Islamic Economics, Finance, and Banking, 1(1), 33. https://doi.org/10.12928/ijiefb.v1i1.284
Nurhayati, T., & Hendar, H. (2020). Personal intrinsic religiosity and product knowledge on halal product purchase intention: Role of halal product awareness. Journal of Islamic Marketing, 11(3), 603–620. https://doi.org/10.1108/JIMA-11-2018-0220
Omar, K.M., Mat, N.K., Imhemed, G.A., & Ali, F.M. (2012). The Direct Effects of Halal Product Actual Purchase 101 Antecedents among the International Muslim Consumers. American Journal of Economics, 2, 87-92 https://doi.org/10.5923/j.economics.20120001.20
Rajagopal, S., Ramanan, S., Visvanathan, R., & Satapathy, S. (2011). Halal certification: Implication for marketers in UAE. Journal of Islamic Marketing, 2(2), 138–153. https://doi.org/10.1108/17590831111139857
Rusiadi., S, Nur & Hidayat, R. (2016). Metode Penelitian : Manajemen, Akuntansi dan Ekonomi Pembangunan. Konsep, Kasus dan Aplikasi SPSS, Eviews, Amos, Lisrel. Medan:USU Press.
Schiffman, L.G., & Kanuk, L.L. (2010). Consumer Behaviour (10th ed). New Jersey, Pearson Prentice Hall.
Shah Alam, S., & Mohamed Sayuti, N. (2011). Applying the Theory of Planned Behavior (TPB) in halal food purchasing. International Journal of Commerce and Management, 21(1), 8–20. https://doi.org/10.1108/10569211111111676
Shamsher, R. (2016). Store Image And Its Impact On Consumer Behavior. Elk Asia Pacific Journal Of Marketing And Retail Management ISSN, 7(2). https://doi.org/10.16962/EAPJMRM/issn
Spruyt, A., Hermans, D., De Houwer, J., Vandekerckhove, J., & Eelen, P. (2007). On the predictive validity of indirect attitude measures: Prediction of consumer choice behavior on the basis of affective priming in the picturepicture naming task. Journal of Experimental Social Psychology, 43(4), 599–610. https://doi.org/10.1016/j.jesp.2006.06.009
Sriminarti, N. and Nora, L. (2018) “The Role of Product Knowledge and Attitudes toward Purchasing Intentions: The Moderating Effect of Religiosity on Halal Cosmetics”, KnE Social Sciences, 3(10), 518–529. https://doi.org/10.18502/kss.v3i10.3153
Thurstone, L. L., 1926. Round Table on Politics and Psychology: Aspects of Public Opinion. American Political Science Review, Cambridge University Press. 20(1), 126-127,
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. https://doi.org/10.13106/jafeb.2021.vol8.no4.0441
Widiawati, and Ahmad A. Ridlwan. (2020). Persepsi Konsumen Muslim Terhadap Produk Makanan Tidak Bersertifikat Halal Dengan Merek Mengandung Makna Sarkasme. Jurnal Ekonomi Syariah, Akuntansi, dan Perbankan. 4(2). 205-228.
Widodo, T. (2013). The influence of Muslim consumer’s perception toward halal food product on attitude and purchase intention at retail stores. Majalah Ekonomi Universitas Airlangga, 23(1). 1-30.
Ya, S. Nor, M.M, Noor, S.M. (2019). Purchase Intention of Islamic Brand Product among Non-Muslim Customers. Pertanika Journal of Social Science and Humanities, 25, 101–110.
Zadeh, A. Y. (2018). Effect of halal label on food on purchasing behavior with moderating role of country of origin. Amazonia Investiga, 7(15), 332–344.
Zakaria, Zainuddin & Ab. Majid, Md Noh & Ahmad, Zuriyati & Jusoh, Z & Zakaria, N.Z.. (2018). Influence of Halal certification on customers’ purchase intention. Journal of Fundamental and Applied Sciences. 9. 772. https://doi.org/10.4314/jfas.v9i5s.55
DOI: https://doi.org/10.29313/amwaluna.v7i1.11146
Refbacks
- There are currently no refbacks.
Editorial Office:
Syariah Faculty, Universitas Islam Bandung
Jalan Tamansari No. 24-26 Kota Bandung
Amwaluna : Jurnal Ekonomi dan Keuangan Syariah is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.