The Effect of Halal Awareness on Purchase Intention of Halal Food: A Case Study in Indonesia

• 발행기관: 한국유통과학회
• 저자명: Nico Alexander VIZANO Khamaludin KHAMALUDIN Mochammad FAHLEVI
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.4, 441~453쪽, 전체 13쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.04.30

영문 초록

This study seeks to examine the effect of attitude, subjective norm, and perceived behavioral control on the purchase behavior of students enrolled in a private higher education establishment in Tangerang, Indonesia. This is a quantitative study and it employs samples by simple random sampling of 410 university students. The returned and valid questionnaire results totaled 261 samples. Data processing used the SEM method with SmartPLS 3.0 software. The findings of this study reveal that attitude, subjective norm, and perceived behavioral control have a significant effect on purchase intention. Meanwhile, purchase intention has a significant effect on working students’ purchase behavior, and halal awareness had a moderating effect of purchase intention on purchase behavior. Purchasing interest has a positive effect on purchasing behavior, and this study proves that halal awareness is able to moderate the effect of purchase intention on purchasing behavior toward halal food products. The higher the awareness of halal products, the greater the relationship between buying interest and buying behavior of halal food. The results of this study also show the importance of paying attention to halal awareness factor in the form of increasing the relationship between buying interest and buying behavior of halal food products.

목차

1. Introduction

2. Literature Review

3. Research Method

4. Results and Discussion

5. Conclusion

키워드

Halal Awareness Purchase Intention Subjective Norms Halal Food Planned Behavior Theory