The Direct Effects of Halal Product Actual Purchase Antecedents among the International Muslim Consumers

Abstract

This study investigates the direct effects of purchase intention and consumer confidence towards halal product actual purchase based on Theory of Planned behavior (TPB). Four antecedents of actual purchase are identified: purchase intention (4 items), consumer confidence (7 items), perceived behavioral control (7 items), subjective norm (7 items) and actual purchase (8 items). Using primary data collection method, 200 questionnaires were distributed to target respondents comprising of international graduate students studying at five universities in Malaysia. The responses collected were 120 completed questionnaires representing 60% percent response rate. The data were analyzed using Structural Equation Modeling (SEM) via AMOS 18. This study proposes four direct causal effects and two mediating effects in the structural model. The findings indicate that the TPB is a valid model in the prediction of actual purchase of halal products. Goodness of fit for the revised structural model shows adequate fit. Two of the hypotheses are substantiated: subjective norm is found to be positively related to confidence (β= 0.400, CR=2.302, P<0.021), and perceived behavioral control was also positively related to the intention (β= 0.831, CR=3.958, P<0.001). The paper extends the understanding of TPB to newly emerging contexts such as halal products usage intentions and confidence.

Influence of Labeling Halal and Products Consumption Safety Labels to Buying Decisions of the Muslim Community

“…Consumers who tend to avoid forbidden products will only make a purchase on products considered halal, so that consumer knowledge on products suitability will affect consumer decisions in the purchase of these products. It is supported by the results of research that has been done by (Khairi Mohamed Omar, 2012). His research found that Halal products influence Muslim consumer's decision to decide product purchasing.…”

The antecedents of herbal product actual purchase in Malaysia

“…Other studies, in Malaysia found that social influence greatly affects actual purchase of products (Mohamed Omar et al, 2012;Mohd Zahran et al, 2012). While studies by Aertsens et al (2009) in Belgium found that social influence also greatly influenced actual behavior.…”

Untitled

“…Terkait dengan faktor personal, keputusan pembelian dipengaruhi langsung oleh variabel norma subjektif yang juga dipengaruhi oleh variabel antara yaitu keyakinan atas produk halal (Omar, et al, 2012), juga disarankan untuk memperkuat faktor personal seperti kepercayaan, juga dorongan sosial masyarakat (Alam & Sayuti, 2011), hasil ini juga konsisten dengan hasil studi yang dilakukan di China terkait bagaimana faktor personal mempengaruhi minat pembelian produk daging halal (Afzaal, et al, 2017). Riset lainnya yang dilakukan di Inggris menambahkan spiritualitas atau religiusitas konsumen berpengaruh terhadap minat beli dimana logo halal digunakan sebagai moderating variable (Elseidi, 2017).…”

“…Dalam tataran epistemologis riset ini memberikan sebuah gambaran terbatas terkait pencantuman label halal pada produk elektronik dan pengaruhnya kepada konsumen. Lebih jauh model kausalitas yang dibangun serta variabel yang masuk ke dalam model riset ini masih sangat sederhana, dan terbuka peluang untuk desain riset ke depan yang dapat memasukkan lebih banyak variabel seperti faktor personal (Omar et al, 2012;Afzaal, 2017 ;Elseidi, 2017), dan faktor sosial (Alam & Sayuti, 2011).…”