Halal Marketplace: The Influence of Attitude, Subjective Norms, and Perceived Behavior Control on Purchase Intention of Muslim Consumers

Abstract

Halal is currently a global concept that is becoming more universally recognized. Strengthening the digital economy is advocated by the 2019–2024 Indonesian Islamic Economic Masterplan (MEKSI), whose primary target is the halal market. Drawing in this issue, this study scrutinizes the influence of attitude, subjective norms, and perceived behavior control on the purchase intention of Muslim consumers in the halal marketplace. This study involves the Muslim community in Semarang, Indonesia. Taking a sample of 100 respondents, this quantitative study was used with multiple linear regression. The results demonstrated that Muslim consumers have a good understanding of the halal market. An individual's understanding of the halal market improves with increasing levels of education. Subjective norms and behavior control have a significant influence on the purchase intention of Muslim consumers in the halal marketplace. Attitude does not significantly influence Muslim consumers' purchase intentions in the halal marketplace. The outcomes of this research are anticipated to be helpful to Muslim consumers and entrepreneurs in encouraging competitiveness and sales so they may create a digital platform-based halal marketplace ecosystem in light of KNKS' expectations.

The Influence of Knowledge, Religiosity, and Subjective Norms By Mediating Attitudes Towards The Purchase Intention of Halal Cosmetics

“…The third hypothesis states that subjective norms have a positive and significant influence on the attitudes of Muslim consumers of generation Y and Z who consume halal cosmetic products in Indonesia. This result is in line with research by (Fuadi et al, 2022) revealed that subjective norms have a significant influence on attitudes which results in consumer buying interest in halal-certified products. The results of the fourth hypothesis show that there is a positive and significant relationship between consumers' attitudes towards halal cosmetic products and their intention to buy these products.…”

Extending the Theory of Planned Behavior to Examine Factors Influencing Intention to Purchase Halal Chocolate Among Malaysian Muslims

“…In addition, Muslims in Malaysia, who predominantly have a collectivist culture, show great loyalty and cohesion towards their circles, which is important. This supports the study of Ali et al (2020), Ali et al (2018), andFuadi et al (2022), but contradicts the findings of Jang and Cho (2022), Kasri et al (2023), Azam (2016), andZayed et al (2022), who found that subjective norms are not an important predictor of intention to purchase halal food.…”

“…In halal food research, a plethora of studies have examined the association between attitude and intention (Ali et al, 2018;Ali et al, 2020;Nursalwani & Zulariff, 2017;Sari et al, 2022). Although there is ample evidence that attitude is the best predictor of intention (Ali et al, 2020;Fuadi et al, 2022;Nursalwani & Zulariff, 2017;Sari et al, 2022), however, Ali et al (2018), Aslan (2023), andHarun et al (2023) found that attitude did not predict intention in their study. Thus, due to the contradictory results, the impact of attitude on purchase intention should be further investigated.…”

“…A number of studies have confirmed the influence of subjective norms on customer purchase intention (Ali et al, 2020;Ali et al, 2018;Fuadi et al, 2022), while Jang and Cho (2022), Kasri et al (2023), Azam (2016), andZayed et al (2022), albeit not specifically concerned with halal chocolate, found that subjective norms do not predict intention. Therefore, the influence of subjective norms on the intention to buy halal chocolate should be further researched.…”

Faktor yang Mempengaruhi Niat Beli Produk Multi-Level Marketing (MLM) Halal pada Muslim di Indonesia

“…Semakin tinggi pengaruh kelompok referensi terhadap makanan halal, maka semakin tinggi pula minat pembelian makanan halal. Penelitian tersebut didukung olehFuadi et al (2022) yang menemukan bahwa norma subjektif menunjukkan pengaruh yang signifikan terhadap niat beli konsumen muslim di marketplace halal. Dalam konteks pariwisata halal,Ramadhani et al (2020) mendapati bahwa norma subjektif berpengaruh positif dan signifikan terhadap niat untuk berkunjung ke wisata halal di Lombok.…”