Attitude, Subjective Norm, and Perceived Behavioral Control on Halal Food Purchasing Behavior: A Case in Indonesia
DOI:
https://doi.org/10.58968/ams.v1i1.403Keywords:
Attitude, Subjective Norm, Purchase Intention, Halal FoodAbstract
This study implements TPB theory with the aim of extending some previous research in order to examine halal food purchasing behavior in Muslim consumers. Data collection was carried out through a questionnaire with purposive sampling technique. This study uses Structural Equation Model (SEM) analysis to determine the effect of the three independent variables on halal food purchasing behavior. The results showed that there is a positive relationship between attitude and purchase intention. Attitude is an important factor in influencing consumer intention to buy halal products. Furthermore, this study also revealed that perceived behavioral control has a significant correlation with intention and satisfaction, because in collectivist cultures such as Muslim cultures, people tend to perceive themselves as interdependent with the group and tend to strive for group rather than personal goals. One limitation is that this study only reaches Halal consumers in Indonesia, especially in the city of Jakarta. Although the sample is limited, the findings from this study can be used to better understand the purchasing behavior associated with the purchase and satisfaction level of halal products.
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