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Title: The Direct and Indirect Effect of Muslim Consumers’ Actual Purchase at Halal Restaurant, Prosiding Seminar Nasional & Call for Paper Forum Manajemen Indonesia ke-7: Dinamika dan Peran Ilmu Manajemen untuk Menghadapi AEC, 10-12 November 2015
Authors: Muniaty Aisyah
Keywords: halal;restaurants;purchase behavior
Issue Date: 10-Nov-2015
Publisher: Jakarta: Forum Manajemen Indonesia
Abstract: The halal label, logo or certificate not only guarantees Muslims what they consume or use is in accordance to Islamic law, but also can be implemented as a competitive marketing strategy in facing the AEC. Thus, this study aims to analyze the direct and indirect effects of muslim consumers’ actual purchase at halal restaurants. Using primary data collection method, 101 questionnaires were distributed to target respondents comprising of consumers at Bintaro Plaza who dined in restaurants with halal logo or certificate. The data was analyzed using the Structural Equation Model. This study proposes seven direct causal effects (attitude, subjective norm, and perceived behavioral control towards purchase intention; and attitude, subjective norm, perceived behavioral control, and purchase intention towards actual purchase), based on Theory of Planned Behavior (TPB) in the structural model. The findings indicate three direct effects and two indirect effects that are: 1) subjective norm is positively related to the halal restaurants purchase intention; 2) perceived behavioral control is positively related to the halal restaurants purchase intention; 3) purchase intention is positively related to the consumers’ halal restaurants actual purchase; 4) consumers’ intention has an indirect effect on mediating subjective norm toward the halal restaurants actual purchase, 5 ) consumers’ intention has an indirect effect on mediating perceived behavioral control toward the consumers’ halal restaurants actual purchase. Thus, consumers’ intention over purchasing at halal restaurants could predict the necessities of restaurantswith halal logo/ certificate among Muslims. By addressing the consumers’ behavior that predict the necessities of halal restaurants, marketers can stimulate the consumers to certify their restaurants and sequentially stimulate restaurants with halal logo/ certificates in Indonesia.
ISBN: 978-602-73177-0-3
Appears in Collections:Prosiding Workshop/Lokakarya/Seminar

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