Integration of Halal Awareness and Halal Logo in Influencing Purchase Intention
##plugins.themes.EpsilonTheme.article.main##
Daman Sudarman*
Non-Muslim consumers are now showing increasing interest in halal food products, particularly due to perceptions of cleanliness, quality, and safety. This phenomenon is expanding the halal market, which was previously synonymous with Muslim consumers. This study aims to analyze the factors that influence the purchase intention of non-Muslim consumers toward packaged food products with halal logos. Using a quantitative approach with Structural Equation Modeling (SEM) based on Partial Least Square (PLS), this study examines the influence of variables such as subjective norm, perceived behavioral control, halal awareness, and halal logo on purchase intention, both directly and indirectly through attitude as a mediating variable. Data was collected from 300 non-Muslim respondents who had purchased halal-certified products in the Jakarta Capital Region. The results indicate that attitude has a significant influence on purchase intention and serves as an important mediating variable in the relationship between external factors and purchasing decisions. These findings contribute theoretically to the development of the Theory of Planned Behavior (TPB) model in the context of halal consumption by non-Muslims, as well as practical implications for halal food industry players in designing more inclusive marketing strategies.
Achmad, F., Febriyani, W., Nzefa, R., Ahkim, F., & Rania, A. (2024). Cultural Influences on Problem Solving and Decision-Making in Student Projects: A Comparative Study between Indonesia and Germany. Metris Jurnal Sains Dan Teknologi, 25(01), 13–20. https://doi.org/10.25170/metris.v25i01.4519
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Al-Kwifi, O. S., Abu Farha, A., & Ahmed, Z. U. (2019). Dynamics of Muslim consumers’ behavior toward Halal products. International Journal of Emerging Markets, 14(4), 689–708. https://doi.org/10.1108/IJOEM-11-2017-0486
Ali, A., Sherwani, M., Ali, A., Ali, Z., & Sherwani, M. (2021). Investigating the antecedents of halal brand product purchase intention: an empirical investigation. Journal of Islamic Marketing, 12(7), 1339–1362. https://doi.org/10.1108/JIMA-03-2019-0063
Anam, J., Sany Sanuri, B. M. M., & Ismail, B. L. O. (2018). Conceptualizing the relation between halal logo, perceived product quality and the role of consumer knowledge. Journal of Islamic Marketing, 9(4), 727–746. https://doi.org/10.1108/JIMA-02-2017-0019
Annamdevula, S., Nudurupati, S. S., Pappu, R. P., & Sinha, R. (2023). Moral obligation for recycling among youth: extended models of the theory of planned behaviour. Young Consumers, 24(2), 165–183. https://doi.org/10.1108/YC-05-2022-1520
Aqdas, R., Amin, A., Nawaz, M., & Halim, N. (2020). Islamic perspective in consumer behaviour: Effect of halal awareness and halal logo with mediating role of purchase intention. Hamdard Islamicus: Quarterly Journal of the Hamdard National Foundation, Pakistan, 43, 171–184.
Aslan, H. (2023). The influence of halal awareness, halal certificate, subjective norms, perceived behavioral control, attitude and trust on purchase intention of culinary products among Muslim costumers in Turkey. International Journal of Gastronomy and Food Science, 32, 100726. https://doi.org/10.1016/j.ijgfs.2023.100726
Ayyub, R. M. (2015). Exploring perceptions of non-Muslims towards Halal foods in UK. British Food Journal, 117(9), 2328–2343. https://doi.org/10.1108/BFJ-07-2014-0257
Bashir, A. M. (2019a). Awareness of purchasing halal food among non-Muslim consumers. Journal of Islamic Marketing, 11(6), 1295–1311. https://doi.org/10.1108/JIMA-04-2018-0077
Bashir, A. M. (2019b). Effect of halal awareness, halal logo and attitude on foreign consumers’ purchase intention. British Food Journal, 121(9), 1998–2015. https://doi.org/10.1108/BFJ-01-2019-0011
Butt, M. M., Rose, S., Wilkins, S., & Ul Haq, J. (2017). MNCs and religious influences in global markets. International Marketing Review, 34(6), 885–908. https://doi.org/10.1108/IMR-12-2015-0277
Chong, S. C., Yeow, C. C., Low, C. W., Mah, P. Y., & Tung, D. T. (2022). Non-Muslim Malaysians’ purchase intention towards halal products. Journal of Islamic Marketing, 13(8), 1751–1762. https://doi.org/10.1108/JIMA-10-2020-0326
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
Fischer, J. (2019). Looking for religious logos in Singapore. Journal of Management, Spirituality & Religion, 16(1), 132–153. https://doi.org/10.1080/14766086.2018.1470026
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Aquares Structural Equation Modeling (PLS-SEM). Sage Publication.
Hartini, H., & Malahayatie, M. (2024). Impikasi Sertifikat Halal dalam Manajemen Bisnis Industri Makanan dan Minuman. GREAT: Jurnal Manajemen Dan Bisnis Islam, 1(2). https://doi.org/10.62108/great.v1i2.688
Hassan, F., & Hanif, A. (2017). Halal issues in processed food: Misuse of the Halal logo. Journal of Emerging Economies and Islamic Research, 5(3), 1. https://doi.org/10.24191/jeeir.v5i3.8826
Hassan, Y., & Pandey, J. (2019). Examining the engagement of young consumers for religiously sanctioned food: the case of halal food in India. Young Consumers, 21(2), 211–232. https://doi.org/10.1108/YC-01-2019-0940
Hati, S. R. H., Fenitra, R. M., Masood, A., Setyowardhani, H., Abdul Rahim, A., & Sumarwan, U. (2025). Looking at the beauty of halal through the stimulus-organism-response model and gender perspectives: the case of Indonesian Muslim. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-12-2023-0424
Hofstede, G. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online Readings in Psychology and Culture, 2(1). https://doi.org/10.9707/2307-0919.1014
Ibeabuchi, C., Ehido, A., Fawehinmi, O., & Aigbogun, O. (2024). Determinants of purchase intention towards halalcertified cosmetic products among nonMuslims. Journal of Islamic Marketing, 15(12), 3778–3803. https://doi.org/10.1108/JIMA-09-2022-0255
Idris, I., Alias, S. S., & Singh, S. K. N. (2020). Perception of muslim consumers towards halal branding in advertising. International Journal of Criminology and Sociology, 9, 2004–2011.
Izudin, A., Isnanto, M., Yuwono, D. B., & Sujibto, B. J. (2024). The coexistence of halal food products in non-Muslim communities: visiting Kupang cases, Indonesia. Journal of Islamic Marketing, 15(6), 1560–1582. https://doi.org/10.1108/JIMA-10-2023-0307
Karyani, E., Geraldina, I., Haque, M. G., & Zahir, A. (2024). Intention to adopt a blockchain-based halal certification: Indonesia consumers and regulatory perspective. Journal of Islamic Marketing, 15(7), 1766–1782. https://doi.org/10.1108/JIMA-03-2023-0069
Koc, F., Ozkan, B., Komodromos, M., Efendioglu, I. H., & Baran, T. (2024). The effects of trust and religiosity on halal products purchase intention: indirect effect of attitude. EuroMed Journal of Business, 20(5), 141–165. https://doi.org/10.1108/EMJB-01-2024-0004
Lim, Y. H., Lada, S., Ullah, R., & Abdul Adis, A.-A. (2022). Non-Muslim consumers’ intention to purchase halal food products in Malaysia. Journal of Islamic Marketing, 13(3), 586–607. https://doi.org/10.1108/JIMA-06-2020-0172
Lubis, A., & Setyono, J. (2023). Non-Muslims’ Intention to Consume Halal Food in Indonesia. Shirkah: Journal of Economics and Business, 8(2), 172–188. https://doi.org/10.22515/shirkah.v8i2.490
Mandle, L., Bryant, B. P., Ruckelshaus, M., Geneletti, D., Kiesecker, J. M., & Pfaff, A. (2016). Entry Points for Considering Ecosystem Services within Infrastructure Planning: How to Integrate Conservation with Development in Order to Aid Them Both. Conservation Letters, 9(3), 221–227. https://doi.org/10.1111/conl.12201
Memon, M. A., Ting, H., Cheah, J.-H., Thurasamy, R., Chuah, F., & Cham, T. H. (2020). Sample Size for Survey Research: Review and Recommendations. Journal of Applied Structural Equation Modeling, 4(2), i–xx. https://doi.org/10.47263/JASEM.4(2)01
Mukhtar, A., & Butt, M. M. (2012). Intention to choose Halal products: the role of religiosity. Journal of Islamic Marketing, 3(2), 108–120. https://doi.org/10.1108/17590831211232519
Muneeza, A., & Mustapha, Z. (2021). Islamic FinTech and Financial Inclusion. In Islamic FinTech (pp. 173–190). Springer International Publishing. https://doi.org/10.1007/978-3-030-45827-0_10
Nguyen, T. T. T., Limbu, Y. B., Pham, L., & Zúñiga, M. Á. (2024). The influence of electronic word of mouth on green cosmetics purchase intention: evidence from young Vietnamese female consumers. Journal of Consumer Marketing, 41(4), 406–423. https://doi.org/10.1108/JCM-11-2022-5709
Paudel, T., Li, W. Y., Kim, Y. G., & Ji, Y. (2024). A Study on Non-Muslim Consumers’ Purchase Intention of Halal Food in Korea. GLOBAL BUSINESS FINANCE REVIEW, 29(2), 1–16. https://doi.org/10.17549/gbfr.2024.29.2.1
Pradana, M., Rubiyanti, N., & Marimon, F. (2024). Measuring Indonesian young consumers’ halal purchase intention of foreign-branded food products. Humanities and Social Sciences Communications, 11(1), 150. https://doi.org/10.1057/s41599-023-02559-0
Rachman, E. S., & Amarullah, D. (2024). Halal cosmetics repurchase intention: theory of consumption values perspective. Journal of Islamic Marketing, 15(12), 3666–3682. https://doi.org/10.1108/JIMA-08-2022-0226
Rahman, M. K., Ahmed, S., Sifa, R., & Hossain, M. M. (2024). Operations of halal tourism: Issues and challenges. Islamic Operations Management, 272–283.
Ramli, M. A., Abd Razak, M. A., & Jaafar, M. H. (2023). Understanding non-Muslims’ reluctance to halal food: a systematic review. Journal of Islamic Marketing, 14(2), 544–561. https://doi.org/10.1108/JIMA-05-2021-0134
Rezai, G., Teng, P. K., Mohamed, Z., & Shamsudin, M. N. (2012). Consumers’ awareness and consumption intention towards green foods. African Journal of Business Management, 6(12), 4496.
Rizal, S. (2019). Niat Beli Produk Halal pada Konsumen Non-muslim Generasi Millenial di Kota Medan: Niat Beli Produk Halal pada Konsumen Non-muslim Generasi Millenial di Kota Medan. Agriprimatech, 3(1), 1–8.
Rizkitysha, T. L., & Hananto, A. (2022). “Do knowledge, perceived usefulness of halal label and religiosity affect attitude and intention to buy halal-labeled detergent?” Journal of Islamic Marketing, 13(3), 649–670. https://doi.org/10.1108/JIMA-03-2020-0070
Septiarini, D. F., Ratnasari, R. T., Salleh, M. C. M., Herianingrum, S., & Sedianingsih, S. (2023). Drivers of behavioral intention among non-Muslims toward halal cosmetics: evidence from Indonesia, Malaysia, and Singapore. Journal of Islamic Accounting and Business Research, 14(2), 230–248. https://doi.org/10.1108/JIABR-02-2021-0064
Shadiqi, M. A., Handayani, S. L., Azizah, A. N., Aziza, L. A., & Mayangsari, M. D. (2022). Strong Alone, Stronger Together: The Role of Collectivism, Individualism, Egoism, and Self-Efficacy in the Prosocial Behavior of Flood Volunteers. ANIMA Indonesian Psychological Journal, 37(2), 217–243. https://doi.org/10.24123/aipj.v37i2.5030
Shahnia, C., Permana, D., Harini, S., Endri, E., & Wahyuningsih, M. (2024). The Effect of Halal Awareness, Halal Certification, and Social Servicecafe on Purchase Intention in Indonesia: The Mediating Role of Attitude. International Review of Management and Marketing, 14(3), 97–104. https://doi.org/10.32479/irmm.16186
Sholihin, M., Shalihin, N., Ilhamiwati, M., & Hendrianto, H. (2023). Maqasid-based consumption intelligence: an empirical model of its application to the intention of halal purchase. International Journal of Ethics and Systems, 39(2), 402–431. https://doi.org/10.1108/IJOES-11-2021-0204
Siah, C. W., Ziang, C. X., Thean, L. S., & Lin, L. S. (2017). Determinants of halal food choice among local Non-Muslim tourists. PhD dissertation, UTAR.
Suki, N. M., & Sulaiman, A. (2016). Does Halal image strengthen consumer intention to patronize Halal stores? Journal of Islamic Marketing, 7(1), 120–132. https://doi.org/10.1108/JIMA-12-2014-0079
Takeshita, S. (2020). Halal certification or ingredient disclosure. Journal of Islamic Marketing, 11(3), 765–781. https://doi.org/10.1108/JIMA-07-2018-0129
Tiwari, A., Kumar, A., Kant, R., & Jaiswal, D. (2024). Impact of fashion influencers on consumers’ purchase intentions: theory of planned behaviour and mediation of attitude. Journal of Fashion Marketing and Management: An International Journal, 28(2), 209–225. https://doi.org/10.1108/JFMM-11-2022-0253
Usman, H., Projo, N. W. K., Chairy, C., & Haque, M. G. (2024). The role of trust and perceived risk on Muslim behavior in buying halal-certified food. Journal of Islamic Marketing, 15(7), 1902–1921. https://doi.org/10.1108/JIMA-09-2021-0303
Vanany, I., Soon, J. M., Maryani, A., & Wibawa, B. M. (2020). Determinants of halal-food consumption in Indonesia. Journal of Islamic Marketing, 11(2), 507–521. https://doi.org/10.1108/JIMA-09-2018-0177
Vehovar, V., Toepoel, V., & Steinmetz, S. (2016). Non-probability sampling. In The Sage Handbook of Survey Methodology (pp. 329–346). Sage Publication.
Wang, E. S.-T., & Chou, C.-F. (2020). Norms, consumer social responsibility and fair trade product purchase intention. International Journal of Retail & Distribution Management, 49(1), 23–39. https://doi.org/10.1108/IJRDM-09-2019-0305
Warto, W., & Samsuri, S. (2020). Sertifikasi Halal dan Implikasinya Bagi Bisnis Produk Halal di Indonesia. Al Maal: Journal of Islamic Economics and Banking, 2(1), 98. https://doi.org/10.31000/almaal.v2i1.2803
Widyanto, H., & Sitohang, I. (2021). Muslim millennial’s purchase intention of halal-certified cosmetics and pharmaceutical products: the mediating effect of attitude. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-04-2020-0117
Wilkins, S., Butt, M. M., Shams, F., & Pérez, A. (2019). The acceptance of halal food in non-Muslim countries. Journal of Islamic Marketing, 10(4), 1308–1331. https://doi.org/10.1108/JIMA-11-2017-0132
Wilson, J. A. J. (2014). The halal phenomenon: an extension or a new paradigm? Routledge.
Wulandari, D. R. (2000). Empowerment perspective in Indonesian culture. J. i-Lib UGM, 15(4), 498–514.
Yana. (2024). Strategi Indonesia Merebut Pasar Halal Dunia. Lembaga Pemeriksa Halal (LPH) LPPOM Sertifikasi Halal.
