Does exposure affect purchase intention through halal awareness in purchasing halal food products. Does Halal certification affect purchase intention through Halal awareness in purchasing Halal food products.
INTRODUCTION
- Background
- Significance of the study
- Scope of Research
- Organization of the skripsi
19 (Aziz & Chok, 2013) results that the product ingredient does not have a significant influence on the purchase intention of the Halal-branded product. Based on the result above, the indicator of a halal brand product, which is Islamic brand, has a significant influence on purchase intention.
LITERATURE REVIEW
Halal
Purchase Intention
According to Waskito (2015) Purchase intention is when the buyer specifically prefers to buy an item in a certain situation. Purchase intention is a type of decision making that observes the motivation to purchase a particular brand by the customer (Shah, et al., 2012).
Halal Marketing
11 recommend my friend to buy Halal packaged product" and "My family prefers Halal packaged food product" (Waskito, 2015). 12 purchase decision of Halal food branded product"; "I want to buy a Halal food brand with a well-known brand"; "The price influence me to buy halal food”;.
Islamic Brand
13 result shows that there was no significant influence between Islamic brand on Muslim purchase intention and is not accepted. Islamic brand can be measured by “Islamic brand that influences me when buying and consuming halal packaged food brand product”; "I want to buy halal packaged food product even if I am not familiar with the brand"; “I want to buy halal packaged food product from Arabic name” (Azam, 2016); “I think the halal brand is high quality enough” (Aziz & Chok, 2013); “Islamic labels are enough to show “Halal” from halal packaged foods” (Yunus et al., 2014).
Product Ingredient
"Islamic brands are enough to show "Halal" of Halal packaged food products" (Yunus et al., 2014). Measurement of this construct is "I am sure of the composition or ingredients used to make halal packaged food product"; "Knowledge of the ingredients available in the halal packaged food product is very important to me".
Halal Awareness
Halal labeled food products that reflect the safety and quality of the food through product ingredients”; “Foreign materials arouse suspicion in terms of “Halal” (Yunus et al., 2014). Consuming Halal products with food labels is so important to me”; "The slaughtering process of the food must be done according to Islamic rules."
Exposure
Consuming Halal products with food labels is so important to me”; "The slaughtering process of the food must be done according to Islamic rules." Waskito, 2015); "I believe that halal labeled products are hygiene and ensure food safety"; "I am aware of halal food products due to religious obligations" (Azam, 2016). 16 The most ideal method to make people aware of what they eat with regard to safety and sterile condition, which is the main point of halal, is through exposure education (Ambali & Bakar, 2014). Exposure can be measured with “Information on halal packaged food products that is readily available through social media such as TV, radio, magazines and the internet” (Ambali & Bakar, 2014).
Information about Halal packaged food products that I got from the seller's sales promotion” (Pramintasari & Fatmawati, 2017); "I get the information about Halal packaged food products through friends in the social media and admit that the social media has a great influence on their awareness of halal food" (Yasid, Farhan, & Andriansyah, 2015).
Halal Certification
Information about packaged halal food products that I received from the seller's sales promotion” (Pramintasari & Fatmawati, 2017); "I get the information about halal packaged food products through friends on social media and I admit that social media is a major factor influencing their awareness of halal food" (Yasid, Farhan, & Andriansyah. And for the awareness to see the safety and hygiene is necessary to make labeling and related to healthy food choices (Ambali & Bakar, 2014) It was measured by "The halal logo is important in choosing food; "Choose halal food based on the halal logo on the package." (Shaari & Arifin, 2010); "I feel free to consume food from non-Muslim producers who have the halal logo"; "Food products produced by non-Muslim producers who have the halal logo make me safe to eat" (Azam, 2016); "The food of certified halal is more expensive than non-certification” (Awan H. M., 2015).
Religious Belief
18 Islamic Orders” (Ambali & Bakar, 2014); "Eating Halal food is a healthier option"; "By consuming halal food, it has more social and family acceptance";.
Relationship among variables
And some researchers have the result that the influence of halal awareness on purchase intent is not supported (Awan H. M., 2015). Halal certification is a strong predictor of purchase intent by Muslim awareness of halal packaged food from non-Muslim manufacturers (Ambali & Bakar, 2014; Azam, 2016). Research by Yasid (2016) shows that there are significant positive aspects of religious beliefs at the same time as halal awareness towards halal food products.
Previous research shows that based on Halal awareness related to consumption behavior is religion and belief (Ambali & . Bakar, 2014). Religious belief is a strong predictor of purchase intentions through Muslim awareness of halal packaged food from non-Muslim producers (Azam, 2016).
Research Gap
However, there is no research in the area of West Java that the followers of Islam have become the majority of the population in Indonesia with the residents are Muslims from the general population in West Java with individuals (Badan Pusat Statistik, 2010). This research adds halal marketing and exposure as one of the factors influencing halal product purchase intention. It is demonstrated by the examination made by this investigation in Garuda Portal: no newspaper discusses about marketing and exposure of halal as a construct to determine the intention of purchase.
Previous research using direct relationship between Halal certification (Aziz & Chok, 2013); and Religious belief to purchase intention (Ghadikolaei, 2016). And also a new location for research on the purchase of halal food products, which is in West Java, Indonesia.
METHODS
- Research Design
- Theoretical Framework
- Hypothesis
- Operational definitions of variables
- Instrument
- Sampling
- Data collection method
Structural equation modeling (SEM) can be implemented using Partial Least Square (PLS) as one of the methods. Hence, conclude that if t-statistic is higher than 1.96 and p-value is lower than 0.05, it shows that Islamic brand has a significant influence on the purchase intention of halal label product or it can be said that the hypothesis is accepted become Therefore, product ingredient does not give significant influence on the purchase intention of Halal label product, or the hypothesis can be rejected or not accepted.
The Islamic brand also has a significant influence on the purchase intent of halal labeled products. It also reinforces the research question of this study whether it can be said that the hypothesis is accepted. PIG1 I have confidence in the composition or ingredients used in making a halal packaged food product.
RESULTS AND DISCUSSION
Validity and Reliability Test
According to table 4.4 for purchase intention or dependent variable of this research the score of Cronbach's Alpha was 0.78 this means that the variable passed the reliability test. The highest score of Cronbach's Alpha was Halal marketing with 0.86 and the lowest score of Cronbach's Alpha was religious belief with 0.66. Based on table 4.4 shows purchase intention or dependent variable of this research, the score of Composite Reliability (CR) was 0.86 it means that the variable passed the reliability test.
In addition, the independent variable of this research such as halal marketing had a score of 0.91; The Islamic brand was rated at 0.83;. Then, the highest composite reliability (CR) score was given by halal marketing with 0.91 and the lowest Cronbach's alpha score by Islamic brand with 0.83.
Respondent Profile
The most answer comes from Bekasi with 114 people and it is the highest among the others with a percentage of 45.1%.
Descriptive analysis
Inferential Analysis
From table 4.9 indicates that the relationship between halal marketing versus the purchase intention of halal label product based on observation of Path Coefficients, t-statistic is 0.819 and p-value is 0.413. So it can be concluded that if t-statistic is lower than 1.96 and p-value is higher than 0.05, it shows that halal marketing does not have significant influence on purchase intention of halal label product or it can be said that the hypothesis Not accepted. The relationship between Islamic brand versus the purchase intention of halal label product based on observation of path coefficients shown in table 4.9, t-statistic is 2.786 and p-value is 0.006.
The relationship of exposure to halal awareness based on observation of path coefficients shown in Table 4.9, t-statistic is 3.542 and p-value is 0.000. However, if the t-statistic is higher than 1.96 and the p-value is lower than 0.05, it shows that exposure has a significant impact on halal awareness or the hypothesis can be said to be accepted.
Discussion
The finding showed that halal awareness is the strongest factor influencing the purchase intention of halal labeled products, it is aligned with the research question of this study or we can say that the hypothesis is accepted. In addition, the results show that awareness of halal-labeled products is influenced by exposure, halal certification, and religious belief. Meanwhile, Halal marketing and product ingredient do not give a significant effect on the purchase intention of a halal-labeled product, which means that the hypothesis is not accepted and is not aligned with the research question of this study.
Second, the result of this study shows that Islamic branding in Indonesia has a positive influence on purchase intention on halal label food or product. Finally, religious belief has a significant influence on Muslim purchase intention of halal food or product, because it is such an orientation for Muslim consumers to choose a food or product.
CONCLUSION AND RECOMENDATION
Hypothesis Answers
Future Recommendation
Third, the result revealed that halal awareness is the most predictor of purchase intent on halal labeled products. Researchers suggest that manufacturer, company or small medium enterprises should pay attention to the level of awareness, especially in the field of halal certification (Aziz & Chok, 2013). 34; An Empirical Study of Manufacturers of Packaged Halal Foods for Non-Muslims: Buying Intent of Saudi Arabian Consumers. The role of halal awareness, halal certification and marketing components in determining halal purchase intent among non-Muslims in Malaysia: a structural comparison.
Brand familiarity and trust as determinants of purchase intention: an empirical test in the multiple brand context. Here, I would like to request your participation in completing this questionnaire, to support my thesis entitled "PURCHASE INTENTION FOR HALAL FOOD PRODUCTS: AN EVIDENCE FROM INDONESIA" as it is one of the requirements to graduate. Saya benar-benar membeli untuk membeli. produk makanan kembagan halal yang konsuman oleh non-muslim produkmen.
26 merek Islami mempengaruhi saya dalam membeli dan. mengkonsumsi makanan kemasan halal Saya akan membeli makanan kemasan halal.
