The Influence of Attitude and Need for Cognition on Student’s Purchase Intention Behavior on Halal Food: Schools Clustering Perspective

Abstract

The halal food study is one of the research fields in halal trend which prominent. Currently, the halal food concept is not only the worship of Muslims to Allah, but also this concept is adopted by non-Muslim with healthy lifestyle considerations. Therefore, the insight of the influenced variable on purchased intention behavior of students is crucial to research as basic information for all stakeholders, such as the seller, marketer, policymaker, government, and researchers. A quantitative approach has investigated the influence of attitude and need for cognition variables on student’s purchase intention behavior on halal food. This research aimed to explore the independent variable that influenced students' purchase intention behavior. Then, the other aim is to compare them through the school's clustering perspective. The self-administrated questionnaire was used to collect the data from 561 respondents and inputted into the Survey123 software. The data were analyzed using descriptive and interferential statistics. The result showed that attitude toward halal (HA) and need for cognition (NC) were accepted as the influenced variable on halal food purchase intention behavior. Furthermore, the students from Islamic schools tended to have purchase intention on halal than senior high school. The result of this study could be strategic marketing in the halal food industry. Then, the school must strengthen halal awareness in the syllabus.

Purchase Intentions as moderating variables in relationship between Halal Awareness Toward Buying Behavior

“…Research gap in earlier studies, halal believe was found to be ineffective in predicting respondents' intentions to purchase halal food with a p-value of halal trust of greater than 5%, indicating that this variable had no bearing on respondents' plans to buy halal food (Indrawan et al, 2022). This study focuses on the variables that affect people's purchasing decisions and intentions.…”

“…According to the study's research findings, the PI of halal food rejected the HC variable with a p-value of more than 5%. This indicates that the respondent's PI toward halal food is unaffected by these variables (Indrawan et al, 2022).…”

“…Relationships are built on a foundation of trust. (Okta, 2022) The independent variable HC was examined in the study by Indrawan et al (2022) in order to better understand the variables that affect PI behavior while making halal food purchases.…”

“…Halal food has emerged across the nation, with Indonesia-a nation with a predominantly Muslim population-considering halal food to be a religious idea when Muslims purchase goods and services. Due to the fact that these states view halal food as a commercial opportunity, they are inversely proportionate to nations with non-Muslim majorities (Indrawan et al, 2022). The Muslim community is becoming aware of the significance of eating halal food for themselves, as halal food products will have quality and production in compliance with the provisions of the MUI (Indonesian Ulema Council).…”

Structural Equation Modelling Analysis of Purchase Behavior of Halal Products

“…Furthermore, this study constructs a research framework (Figure 1) and determines the following hypotheses to understand the relationship of TPB based on previous research (Anggraini, 2018;Indrawan et al, 2022;Perdana et al, 2019;Sulaeman et al, 2017):…”