Halal Food and Young Muslims' Purchase Intention in Indonesia (Case Study in Jayapura, Papua Province)

Year 2018, Volume: 4 Issue: 3, 21 - 34, 30.11.2018

İra Eka Pratiwi

https://doi.org/10.25272/ijisef.393128

Cited By: 8

Abstract

The main purpose of this research is to examine
the factors influencing young Muslims’ intention to purchase halal food in a
non-muslim majority province in Indonesia, Papua province. The data were collected from 97 young Muslims using a
structured questionnaire. The research investigates on five factors that affect
the intention to purchase halal food using Theory of Planned Behavior (TPB)
including attitude, subjective norm, perceived behavioral control and
additional variables i.e brand awareness and knowledge.
The internal consistency reliability test indicated that all scale items
were proven reliable and valid. The multiple regression was used to analyze
the relationship between independent variables and dependent variable. The result showed
that attitude and perceived
behavioral control significantly influenced the intention to purchase halal
food among young Muslims in Papua. Meanwhile, brand awareness,
subjective norm and halal knowledge did not show a significant
influence towards young Muslims’ purchase intention.

Keywords

Halal, Food products, Purchase intention, Theory of Planned Behavior, Indonesia, Jayapura

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