The Role of Halal Label to Increase the Effect of Attitude Toward Halal Product on Brand Image and Purchase Intention

Abstract

Purpose: The purpose of this study was to examine the role of halal labels in affecting attitude toward halal products on brand image and purchase intention among Muslim consumers in Malang.
 Design/methodology/approach: Quantitative methods were employed in this study to reveal the important role of attitude toward halal directly on brand image and purchase intention or indirectly through halal label. In addition to analyzing the direct and indirect effects, this study also confirms how the relationship and significance between each construct and its indicators.
 Findings: The results of the research findings indicate that each effect on the relationship between variables was found to be significant. The most important determinant of halal labeling is halal product attitude. Meanwhile, the halal label is the most important factor in encouraging brand image and purchase intention.
 Research limitations/implications: Discussion of Islamic branding especially in the halal label can be considered as a separate theoretical study. It is considered that the epistemological basis of Islamic marketing theory, models, and approaches is rather limited in terms of its development.
 Practical implications: This research provides practical implications about the importance of halal product management by product marketers in the Malang area
 Originality/value: There is an increasing need for clarifying the need to establish a theoretical framework for Islamic Branding with Halal Labels when they intersect as in terms of Islamic concepts, theories, models and approaches.

Determinants of buying intention of halal products on private Islamic religious college lecturers in West Java

“…The test results show that halal certification significantly affects the interest in buying halal products. The results of this study are also in line with other studies conducted by Karimah and Darmanto (2021), , Hidayati and Sunaryo (2021), Septiani and Ridlwan (2020), Usmandani and Darmanto (2021), Fitria et al (2019), Millatina ( 2022, Izzuddin (2018), Nur et al (2021), Harminingtyas and Noviana (2021), Wirakurnia et al (2021), Fadlullah et al (2021), and Efendi (2020) which states that the variable Halal certificates have a positive and significant effect on buying intention in halal products. The results of this study are different from the results of research conducted by Izzuddin (2018), Nur et al (2021), andEfendi (2020), who concluded that the halal certification variable had no significant effect on buying interest in halal products.…”

“…Research on the variables of halal certification and interest in buying halal products has been widely carried out including: Harminingtyas and Noviana (2021), Wirakurnia et al (2021), Fadlullah et al (2021), Nugroho et al (2021), Karimah and Darmanto (2021), Novita et al (2022), , Hidayati and Sunaryo (2021), Septiani and Ridlwan (2020), Usmandani and Darmanto (2021), Fitria, Aji and Heryawan (2019), Millatina (2022, Izzuddin (2018), Nur et al (2021), andEfendi (2020). H1: Halal certification positively influences interest in buying halal products at PTKIS Lecturers in West Java.…”

“…In this study, it can be concluded that the halal label has a significant positive effect on buying interest. Nugroho et al (2021), Karimah and Darmanto (2021), Novita et al (2022), , Hidayati and Sunaryo (2021), Septiani and Ridlwan (2020), Usmandani and Darmanto (2021), Fitria et al (2019), Millatina (2022 stated that the halal certification variable has a significant effect on buying interest in halal products. This study's results differ from the findings of research conducted by Izzuddin (2018).…”

“…The results of this study are the significant influence of the halal label on the interest in buying halal products. Other studies which conclude that the variable of halal certification affects the interest in purchasing halal products were also proposed by Hidayati and Sunaryo (2021), Septiani and Ridlwan (2020), Usmandani andDarmanto (2021), Fitria et al (2019), Harminingtyas and Noviana (2021), Wirakurnia et al (2021), Fadlullah et al (2021, Nugroho et al (2021), Karimah andDarmanto (2021), andNovita et al (2022). The results of this study are different from the results of research conducted by Izzuddin (2018), Nur et al (2021), andEfendi (2020), who concluded that the halal certification variable had no significant effect on buying intention in halal products.…”