Factors Affecting Muslim Students Repurchase Intention of Halal Food in Yogyakarta, Indonesia

Yıl 2021, , 28 - 39, 25.01.2021

Fikri Farhan , Jundi Rabbani

https://doi.org/10.47103/bilturk.748150

Öz

In general, previous research on the topic of halal focused on consumer purchase intentions. For this reason, this study aims to broaden the issue in this field by examining the factors that influence the intention to repurchase Muslim students on halal-labeled foods. The perceived halal label, brand image, perceived product quality, and religious belief are hypothesized to influence the repurchase intention on halal food. Data in this study were collected through survey methods. The total respondents collected were 194 students from four universities in Sleman, Yogyakarta. Data were processed using SPSS analysis tools with multiple linear regression techniques. The results of this study indicate that the perceived halal label and religious beliefs do not affect repurchase intention. Conversely, brand image and perceived product quality affect student repurchase intentions

Anahtar Kelimeler

Perceived halal label, brand image, perceived product quality, repurchase intention

Factor Affecting Muslim Students Repurchase Intention of Halal Food in Yogyakarta, Indonesia

Öz

In general, previous research on the topic of halal focused on consumer purchase intentions. For this reason, this study aims to broaden the issue in this field by examining the factors that influence the intention to repurchase Muslim students on halal-labeled foods. The perceived halal label, brand image, perceived product quality, and religious belief are hypothesized to influence the repurchase intention on halal food. Data in this study were collected through survey methods. The total respondents collected were 194 students from four universities in Sleman, Yogyakarta. Data were processed using SPSS analysis tools with multiple linear regression techniques. The results of this study indicate that the perceived halal label and religious beliefs do not affect repurchase intention. Conversely, brand image and perceived product quality affect student repurchase intentions

Kaynakça

• Aaker, D. A. (1991). Managing Brand Equity. The Free Press.
• Ahadi, N., Taghipour, A., Deebhijarn, S., & Sornsaruht, P. (2017). Effects of Thai Muslim Purchasing Behavior Towards Foreign Brands Usage of the Halal Sign of Imported Goods in Thailand. PEOPLE: International Journal of Social Sciences, 1(2), 54–65. https://doi.org/10.20319/pijss.2015.12.5465
• Alam, S. S., & Sayuti, N. M. (2011). Applying the Theory of Planned Behavior (TPB) in halal food purchasing. International Journal of Commerce and Management, 21(1), 8–20. https://doi.org/10.1108/10569211111111676
• Ali, A., Ali, A., Xiaoling, G., Sherwani, M., & Hussain, S. (2018). Expanding the theory of planned behaviour to predict Chinese Muslims halal meat purchase intention. British Food Journal, 120(1), 2–17. https://doi.org/10.1108/BFJ-05-2017-0278
• Anggraeni, M., Farida, N., & Listyorini, S. (2016). Pengaruh Perceived Value dan Brand Image Terhadap Repurchase Intention Melalui Word Of Mouth Sebagai Variabel Intervening Smartphone Samsung Galaxy Series. Diponegoro Journal of Social and Political of Science.
• Ariffin, S., Yusof, J. M., Putit, L., & Shah, M. I. A. (2016). Factors Influencing Perceived Quality and Repurchase Intention Towards Green Products. Procedia Economics and Finance. https://doi.org/10.1016/s2212-5671(16)30142-3
• Awan, H. M., Siddiquei, A. N., & Haider, Z. (2015). Factors affecting Halal purchase intention – evidence from Pakistan’s Halal food sector. Management Research Review, 38(6), 640–660. https://doi.org/10.1108/MRR-01-2014-0022
• Cooper, D. R., & Schindler, P. S. (2014). Business Research Methods (12th ed.). McGraw-Hill.
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate Data Analysis (7th ed.). Prentice Hall.
• Ishak, S., Awang, A. H., Hussain, M. Y., Ramli, Z., Md Sum, S., Saad, S., & Abd Manaf, A. (2016). A study on the mediating role of halal perception: determinants and consequence reflections. Journal of Islamic Marketing, 7(3), 288–302. https://doi.org/10.1108/JIMA-02-2015-0010
• Jeddi, N., & Zaiem, I. (2010). The impact of label perception on the consumer’s purchase intention: An application on food products. IBIMA Business Review.
• Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing. https://doi.org/10.2307/1252054
• Mukhtar, A., & Mohsin Butt, M. (2012). Intention to choose Halal products: the role of religiosity. Journal of Islamic Marketing, 3(2), 108–120. https://doi.org/10.1108/17590831211232519
• Na’im, A., & Syaputra, H. (2011). Kewarganegaraan, Suku Bangsa, Agama, dan Bahasa Sehari-hari Penduduk Indonesia. Badan Pusat Statistik. https://www.bps.go.id/publication/2012/05/23/55eca38b7fe0830834605b35/kewarganegaraan-suku-bangsa-agama-dan-bahasa-sehari-hari-penduduk-indonesia.htm
• Neuman, W. L. (2014). Social research methods: qualitative and quantitative approaches (Seventh ed). Pearson Education Limited.
• Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A Multiple-Item Scale For Measuring Consumer Perc. Journal of Retailing, 64(1), 12. https://doi.org/10.1108/02640470210447801
• Riki Wijayajaya, H., & Tri Astuti, S. R. (2018). The Effect of Trust and Brand Image to Repurchase Intention in Online Shopping. KnE Social Sciences, 3(10), 915. https://doi.org/10.18502/kss.v3i10.3182
• Schiffman, L. G., & Wisenblit, J. (2015). Consumer Behavior (11th ed.). Pearson Education.
• Schiffman, L., & Kanuk, L. L. (2007). Consumer Behavior (7th ed.). Pearson Education.
• Sekaran, U., & Bougie, R. (2016). Research methods for business : a skill-building approach (Seventh Ed). John Wiley & Sons.
• Sidi Izzudin, M., & Novandari, W. (2018). The Effect Of Perceived Quality, Brand Image On Customer Satisfaction And Brand Awareness Toward Repurchase Intention. Journal of Research in Management, 1(3), 32–43. https://doi.org/10.32424/jorim.v1i3.44
• Soleha, I., Arifin, R., & Rachmat, A. S. (2017). Pengaruh Citra Merek Dan Persepsi Label Halal Terhadap Minat Pembelian Ulang Produk Kosmetik Zoya Malang [The Influence of Brand Image and Perceived Halal Label on Repurchase Intention of Zoya Cosmetics Product in Malang]. Jurnal Ilmiah Riset Manajemen, 06(2), 166–176. http://riset.unisma.ac.id/index.php/jrm/article/view/443/478
• Team of Writers of P3EI. (2013). Ekonomi Islam. [Islamic Economics]. Rajawali Pers.
• Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies. https://doi.org/10.1111/j.1470-6431.2005.00477.x
• Yasid, Farhan, F., & Andriansyah, Y. . (2016). Factors affecting Muslim students awareness of halal products in Yogyakarta, Indonesia. International Review of Management and Marketing, 6(4), 27–31. https://www.scopus.com/inward/record.uri?eid=2-s2.0-84970023704&partnerID=40&md5=7d3b6f69888fb66cf45a38a7693df407
• Yoga, I. (2019). Halal Emotional Attachment on Repurchase Intention. Shirkah: Journal of Economics and Business. https://doi.org/10.22515/shirkah.v3i1.206
• Yun, Z.-S., Verma, S., Pysarchik, D. T., Yu, J.-P., & Chowdhury, S. (2008). Cultural influences on new product adoption of affluent consumers in India. The International Review of Retail, Distribution and Consumer Research, 18(2), 203–220. https://doi.org/10.1080/09593960701868464
• Zhang, Y., Fang, Y., Wei, K. K., Ramsey, E., McCole, P., & Chen, H. (2011). Repurchase intention in B2C e-commerce - A relationship quality perspective. Information and Management. https://doi.org/10.1016/j.im.2011.05.003