The Relationship of Attitude, Subjective Norm, Perceived Behavioral Control on Halal Food Purchasing Behavior In Jakarta
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 2
Abstract
Indonesia is most populous Muslim-majority country and its the world's 14th-largest country in terms of land area and world's 7th-largest country in terms of combined sea and land area. Nevertheless, based on Thomson Reuters data of 2016, the score of Islamic economic indicators Indonesia is ranked 10th, while Malaysia is ranked first. This research is implemented TPB theory with the aim of expanding some previous research in term of examining halal food purchasing behavior in muslim-consumers. Data are collected via questionnaires with purposive sampling technique. This research uses structural equation model (SEM) analysis to identify the impact of three independent variables on halal food purchasing behavior. The result shows that there is a positive relationship between attitude and purchase intention. Attitude is an important factor in influencing consumer intention in purchasing Halal products. Secondly, subjective norms is important in influencing consumers’ purchase intention, especially in Indonesian context. Furthermore, this study also reveals that perceived behavioral control has a significant correlation on intention and satisfaction, because in collectivistic cultures like Muslim culture, people tend to perceive themselves as interdependent with their group and tend to strive for in group rather than personal goals. Last but not least, there is a positive relationship or impact of purchase intention on satisfaction. This research contributes to gain a new insight of understanding halal food purchasing behavior in Indonesia and provide some data for managerial/ entrepreneurship practitioners to make a decision. One of the limitations is this study only covered Halal consumers in Indonesia, especially in Jakarta City. Despite its limited sample, the findings from this study can be used to better understand the purchasing behavior which related to purchasing and level of satisfaction of Halal products.
Authors and Affiliations
Widarto Rachbini
Keywords
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- EP ID EP409624
- DOI 10.9790/487X-2002030110.
- Views 115
- Downloads 0
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