CHAPTER V CONCLUSION AND RECOMENDATION
5.2 Future Recommendation
In recommendation section there are three main point of this study, first point it will be assigned as managerial implication which contain recommendation for the company to make intention to purchase of company’s product raising.
Secondly it will be the academic implication which contain recommendation for the
43 academical. And the third is future recommendation which contain recommendation for the next or the future research to make the research different.
5.2.1 Academic Implication
All the results of this study can be used academically as a reference for further research where the object of research can be compared with other objects that have similarities with the object, related with the intention to purchase in food or product halal certified and labeled. And also comprehend the knowledge in the field of marketing that can be developed. But sometimes the reality or the result not aligned with the theory.
5.2.2 Manager Implication
Halal certification or logo has positive influence on halal awareness. So, the company or especially small and medium enterprises that haven’t registered their product should register their product to MUI in order to get halal certification.
Because people in Indonesia are no longer just a country with the largest Muslim population in the world, but Indonesia also makes the country a potential consumer or market halal food product in the world. Meanwhile, Taiwan with the Taiwan External Trade Development Council were very enthusiastic in its efforts to provide valuable assistance amounting to 44 million rupiah for every Taiwanese enterprise who wanted to deal with halal certification (Yulianto, 2017). which makes the Taiwan government very excited in this matter because they believe that the market of Muslim communities in Indonesia is very large and much aware about the halal certificate things. Therefore, companies or small and medium businesses that do not want to make halal certificates in the next 2019 will be very less competitive
44 with Taiwanese products and other imported products that have halal certificates.
And also, halal certificates can make the revenue of the restaurant twice based on Waroeng steak and shake experiences in Indonesia (Faqih, 2013).
Second, the result of this study shows that Islamic brand in Indonesia has positive influence toward purchase intention on halal label food or product. The researcher suggests to newcomers to do Islamic branding. In Malaysia, soft drink with Islamic brand is become very popular, because in Muslim customers mind is, they are belief that its product is Arabic product who automatically it is halal based on Islamic law without looking to the halal logo. For example, Zam zam Cola, and mecca Cola in a Muslim majority country a Islamic brand name “Zam zam” probably won't create the scarcest of doubts in Muslim buyers mind, as it is also the name of the water in mecca (Sarmidi, Nurfadilah, & Suharto, 2016).
Third, the result revealed that halal awareness is the most predictor toward purchase intention on halal label product, researcher suggest that manufacturer, company or small medium enterprises should pay attention to the level of awareness especially on halal certification (Aziz & Chok, 2013). By putting halal logo on their food package or to show the halal certificate for the store/restaurant in order to increase halal awareness of their product.
Fourth, the finding revealed that exposure and religious belief influences Halal awareness significantly. Researcher recommend manufacturer can use the media to get “image” of the food or product to increase people awareness with the objective is to improve the exposure of the people itself by educating and teaching the customer through videos in media social YouTube, Instagram, and any kind of
45 social media about the hygienist when they are making the food or product, cleanliness, health and the Halalness of their product.
Fifth, religious belief is guidance for Muslims in their life including the way they consume. Understanding this characteristic within society, company can contribute to create a healthy, safe and meaningful life for Muslims. For this reason, managers should embody halal awareness in their business to ensure that materials used in production process along with the production process itself meets halal requirements. Furthermore, integrated marketing of product should also meet halal standard so that employees understand that halal awareness is not only about what consumers’ opinion about the products, but it is reflected in products and services provided by company.
Lastly, religious belief has significant influence on Muslim purchase intention of halal food or product, because it is such an orientation for Muslim consumer for choosing a food or product. By knowing this phenomenon, manufacturer should take a part of healthiness, safeness, and Halalness of the food for Muslims. Because of that, Halal awareness must always be carried out in its production steps. and ensure that all operational standard procedures applied in all production process and fit with the halal criteria.
5.2.3 Future Research
This research is made in Indonesia by using halal regulations from MUI and Islamic law. Researcher suggest for the future research is conducted in another country or area that has no regulation in term of halal label product. And it will interesting if next research adds other variables not examined in this study.
46 Researcher suggest the future studies to break down the marketing 4ps and the studies should be conducted in other area within Indonesia in different settings to confirm the framework.
47
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53 APPENDICES
Appendix 1 – Questionnaire
Hello! My name is Aldwi Febri Adityo I'm President University students batch 2015 majoring in Business Administration. Here, I would like kindly ask your participation in filling up this questionnaire, in order to support my thesis entitled "PURCHASE INTENTION FOR HALAL LABEL PRODUCTS: AN EVIDENCE FROM INDONESIA" as it is one of the requirements to graduate . Your participation in filling up the questionnaire means a lot in the completion of this research. We assure that it will not take your time too long.
The confidentiality of your identity and answers will be maintained and will only be used for research needs.
1. Are you willing to be one of the respondents in this study?
(Choose one) a. Yes, I am willing b. No, I'm not willing
ISI DAN LINGKARI SALAH SATU YANG PALING SESUAI
1. Are you a muslim (Apakah anda seorang muslim?)
(Choose one) a. Yes
b. No (You can stop here) 2. Are you live in West Java? (Apakah
anda tinggal di Jawa Barat?) (Choose one)
a. Yes
b. No (You can stop here) 3. Jenis kelamin :
a. Pria b. Wanita
4. Usia :
a. di bawah 18 tahun b. 18 – 20 tahun c. 21- 25 tahun d. Di atas 25 tahun 5. Dimana anda tinggal?
a. Bekasi b. Bogor c. Bandung d. Depok
e. Kota lain : ……
6. Berapakah jumlah pendapatan pribadi Anda dalam satu bulan ?
a. Kurang dari Rp 2.000.000 b. Rp 2000.001 – Rp
5.000.000
c. Lebih dari Rp. 5.000.000
54
HAL APA SAJA YANG MEMPENGARUHI MINAT UNTUK MEMBELI HALAL LABEL PRODUK?
Berilah tanda silang (X) pada jawaban yang menurut Anda paling tepat (satu jawaban saja)
No 1 = Sangat TIDAK SETUJU --- 6 = Sangat
SETUJU JAWABAN
(Z) Purchase Intention
1 Keluarga saya lebih memilih produk kemasan makanan
halal 1 2 3 4 5
2 Saya akan merekomendasikan teman saya untuk
membeli produk kemasan makanan halal 1 2 3 4 5 3 Saya percaya bahwa produk makanan halal dijamin
dengan sertifikat halal dan berada di bawah kendali otoritas halal Indonesia LPPOM MUI
1 2 3 4 5 4 Saya benar-benar mempertimbangkan untuk membeli
produk makanan kemasan halal yang diproduksi oleh produsen non-Muslim
1 2 3 4 5 5 Probabilitas untuk mempertimbangkan membeli produk
makanan kemasan halal itu tinggi 1 2 3 4 5 (Y4) Halal Awareness
6 Saya percaya produk label halal itu bersih dan menjamin
keamanan makanan 1 2 3 4 5
7 Saya sadar pada produk makanan berlabel halal karena
kewajiban agama 1 2 3 4 5
8 Saya yakin tentang bahan makanan Halal
1 2 3 4 5 9 Mengkonsumsi produk label makanan halal sangat
penting bagi saya 1 2 3 4 5
10 Proses penyembelihan makanan harus mengikuti aturan
Islam 1 2 3 4 5
(X1) Halal Certification
11 Saya merasa bebas untuk mengkonsumsi makanan dari
produsen non-Muslim yang memiliki logo halal 1 2 3 4 5 12 Produk makanan yang diproduksi oleh produsen non-
Muslim yang memiliki logo halal membuat saya aman untuk makan
1 2 3 4 5 13 Makanan bersertifikat halal lebih mahal daripada non-
sertifikasi 1 2 3 4 5
14 Logo halal itu penting dalam memilih makanan
1 2 3 4 5 15 Saya memilih makanan halal berdasarkan logo Halal
pada kemasan 1 2 3 4 5
(X2) Religious Belief
55 16 Mengkonsumsi makanan halal adalah pilihan yang lebih
sehat
1 2 3 4 5 17 Mengkonsumsi makanan halal itu memiliki penerimaan
sosial dan keluarga yang lebih banyak 1 2 3 4 5 18 Mengkonsumsi makanan halal karena keyakinan agama
1 2 3 4 5 19 Mengkonsumsi makanan halal atau menggunakan
produk halal sesuai dengan perintah Islam 1 2 3 4 5 20 Saya hanya membeli dan mengkonsumsi makanan atau
produk makanan halal 1 2 3 4 5
(Y1) Halal/ Islamic Marketing 21 Saya akan membeli produk berlabel makanan halal
ketika ada diskon 1 2 3 4 5
22 Promosi penjualan Halal mempengaruhi keputusan
pembelian Anda dari produk label makanan halal 1 2 3 4 5 23 Saya akan membeli produk label makanan halal dengan
nama merek yang sudah terkenal 1 2 3 4 5 24 Harga mempengaruhi saya untuk membeli produk
makanan halal 1 2 3 4 5
25 Selebriti Muslim Mempengaruhi saya dalam membeli
produk label makanan halal 1 2 3 4 5
(Y2) Islamic Brand
26 Merek Islam mempengaruhi saya dalam membeli dan
mengonsumsi produk label makanan kemasan halal 1 2 3 4 5 27 Saya akan membeli produk makanan kemasan halal
meskipun saya tidak akrab dengan merek tersebut 1 2 3 4 5 28 Merek Islami cukup untuk menunjukkan "Halal" dari
produk makanan kemasan Halal 1 2 3 4 5
29 Saya akan membeli produk makanan kemasan halal dari
merek Islam 1 2 3 4 5
30 Saya percaya bahwa merek halal cukup berkualitas
tinggi 1 2 3 4 5
(Y3) Food/ Product Ingredients 31 Saya yakin dengan komposisi atau bahan yang digunakan
dalam pembuatan produk makanan kemasan halal 1 2 3 4 5 32 Pengetahuan tentang bahan-bahan yang tersedia dalam
produk makanan kemasan halal sangat penting bagi saya 1 2 3 4 5 33 Saya percaya dalam membeli produk makanan kemasan
halal yang diproduksi oleh produsen non-Muslim 1 2 3 4 5 34 Produk makanan kemasan halal yang direfleksikan oleh
produk mengandung unsur keamanan dan kualitas makanan
1 2 3 4 5 35 Bahan-bahan asing menciptakan kecurigaan dalam hal
"Halal" 1 2 3 4 5
(X1) Exposure 36 Pengetahuan tentang produk makanan kemasan halal
sangat diperlukan 1 2 3 4 5
37
56 1 2 3 4 5
38 Informasi tentang produk makanan kemasan Halal mudah didapat dari media sosial seperti tv, radio, majalah dan internet
1 2 3 4 5 39 Saya mendapatkan informasi tentang produk makanan
kemasan Halal melalui teman-teman di media sosial dan mengakui bahwa media sosial adalah hal yang paling mempengaruhi kesadaran mereka akan makanan halal
1 2 3 4 5
40 Saya percaya kepada produsen non-Muslim yang
menghasilkan produk makanan kemasan halal 1 2 3 4 5 Anda telah sampai pada bagian terakhir didalam kuesioner ini.
Terimakasih atas kesediaan Anda untuk berpartisipasi dana penelitian ini.
57 LIST OF FIGURES
Figure 3.2 – Theoretical Framework
58 LIST OF TABLES
Table 3.1 – Operational definition of variables
Variable Operational definition of variables Indicator Dependent Variable
Purchase Intention (Khomariah, 2017)
Purchasing intention is the inclination of buyers to purchase something or take activities identified with purchasing and estimating with the level of probability for customers to make a buy
Intention to make a transaction
Referential
Independent Variable Halal Marketing (Setyono,
Kusumawati, &
Mawardi, The effect of islamic marketing and corporate image on customer satisfaction and customer loyalty (study on customers of PT bank muamalat indonesia malang branch office), 2015).
Halal marketing is advertising idea that adaptable, as the expansiveness and adaptability of the fundamental Shariah Islamiyah
customer satisfaction and customer loyalty
Islamic Brand (Mohd Yusof & Wan Jusoh, 2014)
Halal/Islamic Brand can be defined as an item or services that meets the Sharia agreeable and any gatherings that engaged with Halal accreditations ought to be truly actualized strict techniques in getting the halal logo
Halal
packaged Label products
religious specialist body
Product Ingredient (Azam, 2016).
Product ingredient is the data shown, information and Shariyah which vital for Muslims to consider in settling on their sustenance decision
Quality of materials
Information on product material
Foreign term