Halal Marketplace: The Influence of Attitude, Subjective Norms, and Perceived Behavior Control on Purchase Intention of Muslim Consumers

Nasrul Fahmi Zaki Fuadi* -  Faculty of Islamic Economics and Business, Universitas Islam Negeri Walisongo Semarang, Indonesia
Baidi Bukhori -  Faculty of Psychology and Health, Universitas Islam Negeri Walisongo Semarang, Indonesia
Shovia Indah Firdiyanti -  Faculty of Islamic Economics and Business, Universitas Islam Negeri Walisongo Semarang, Indonesia
DOI : 10.22515/shirkah.v7i1.451
Halal is currently a global concept that is becoming more universally recognized. Strengthening the digital economy is advocated by the 2019–2024 Indonesian Islamic Economic Masterplan (MEKSI), whose primary target is the halal market. Drawing in this issue, this study scrutinizes the influence of attitude, subjective norms, and perceived behavior control on the purchase intention of Muslim consumers in the halal marketplace. This study involves the Muslim community in Semarang, Indonesia. Taking a sample of 100 respondents, this quantitative study was used with multiple linear regression. The results demonstrated that Muslim consumers have a good understanding of the halal market. An individual's understanding of the halal market improves with increasing levels of education. Subjective norms and behavior control have a significant influence on the purchase intention of Muslim consumers in the halal marketplace. Attitude does not significantly influence Muslim consumers' purchase intentions in the halal marketplace. The outcomes of this research are anticipated to be helpful to Muslim consumers and entrepreneurs in encouraging competitiveness and sales so they may create a digital platform-based halal marketplace ecosystem in light of KNKS' expectations.

Keywords : Consumer Behavior; Halal Marketplace; Muslim Consumers; Perception; Purchase Intention

  1. Adinugraha, H. H., Nasarruddin, R. Bin, Rofiq, A., Ulama’i, A. H. A., Mujaddid, A. Y., & Sartika, M. (2020). Community-Based Halal Tourism Village: Insight from Setanggor Village. Economica: Jurnal Ekonomi Islam, 11(1), 129–154. https://doi.org/10.21580/economica.2020.11.1.6819
  2. Adinugraha, H. H., & Sartika, M. (2019). Halal lifestyle di Indonesia. An-Nisbah: Jurnal Ekonomi Syariah, 5(2). https://doi.org/10.21274/an.2019.5.2.layout
  3. Agustina, A. H., Afriadi, R. D., Pratama, C., & Lestari, A. (2019). Platform Halal Lifestyle dengan Aplikasi Konsep One Stop Solution. Falah: Jurnal Ekonomi Syariah, 4(1), 56-68. https://doi.org/10.22219/jes.v4i1.8699
  4. Aji, H. (2013). Intensi Muzakki Membayar Zakat – Pendekatan Teori Planned Behaviour Modifikasi - (Studi Terhadap Pegawai Kementerian Agama Pusat). Universitas Indonesia.
  5. Alam, S., & Mohamed Sayuti, N. (2011). Applying the Theory of Planned Behavior (TPB) in halal food purchasing. International Journal of Commerce and Management, 21(1), 8–20. https://doi.org/10.1108/10569211111111676
  6. Anggara, S. F. A. (2017). Development of Indonesia Halal Agroindustry Global Market in ASEAN: Strategic Assesment. Al-Tijarah, 3(1), 65–78. http://dx.doi.org/10.21111/tijarah.v3i1.940
  7. Apriadi, D., & Saputra, A. Y. (2017). E-Commerce Berbasis Marketplace Dalam Upaya Mempersingkat Distribusi Penjualan Hasil Pertanian. Jurnal RESTI (Rekayasa Sistem dan Teknologi Informasi), 1(2), 131. https://doi.org/10.29207/resti.v1i2.36
  8. Aziz, N. I. A., & Ahmad, F. A. (2018). The Halal Lifestyle of Muslim Working Women. International Journal of Academic Research in Business and Social Sciences, 8(5), 1138–1147. https://doi.org/10.6007/IJARBSS/v8-i5/4489
  9. Azlan, A., Zalbahar, N., Sultana, S., Daud, S. M. M., & Yuniastuti, A. (2022). Students’ perception, knowledge, attitude and behaviour towards halal food products in Malaysia. Food Research, 6(2), 99–109. https://doi.org/10.26656/fr.2017.6(2).186
  10. Badan Pusat Statistik Republik Indonesia. (2010). Data Sensus Penduduk 2010.
  11. Basir, P. M. (2021). Measuring purchase intention of halal meat in traditional markets using extended theory of planned behavior. International Journal of Progressive Sciences and Technologies (IJPSAT), 27(2), 284-293.
  12. Benussi, M. (2021). Living Halal in the Volga Region: Lifestyle and Civil Society Opportunities. In Rethinking Halal page 265–293. BRILL. https://doi.org/10.1163/9789004459236_012
  13. Boediman, E. P. (2017). Halal Life Style in Marketing Communication and E-Commerce. International Journal of Pure and Applied Mathematics, 117(15), 931–944. http://www.ijpam.eu
  14. Brunn, P., Jensen, M., & Skovgaard, J. (2002). e-Marketplaces: Crafting a winning strategy. European Management Journal, 20(3), 286–298. https://doi.org/10.1016/S0263-2373(02)00045-2
  15. Budiandru, Safuan, & Alim, M. N. (2021). Halal Lifestyle, Profitability, Size, Affects CSR as a Learning Process in Tawhidi Epistemology. INFLUENCE : International Journal of Science Review, 3(3), 249–267. https://doi.org/10.54783/influence.v3i3.189
  16. Danjuma, I. (2021). An increasing demand for halal products and services. In Contemporary Issues in Islamic Social Finance page 260–272. Routledge. https://doi.org/10.4324/9781003050209-18
  17. Destiana, A. R., & Tairas, D. R. (2021). Determinants of Indonesian Consumer’s Intention to Purchase Halal Food in Overseas: Modified Theory Planned Behavior Model with Religiosity. Journal of Strategic and Global Studies, 4(1). DOI: 10.7454/jsgs.v4i1.1039
  18. Efendi, R., Sukidjo, & Bahrun, K. (2020). Faktor-Faktor Niat Membeli Makanan Berlabel Halal Pada Mahasiswa Muslim Yogyakarta. Jurnal Ilmiah Ekonomi Islam, 6(01), 70–79.
  19. Endah, N. H. (2014). Consumer’s Purchasing Behavior Toward Halal Labeled Cosmetict In Indonesia. Jurnal Ekonomi dan Pembangunan, 22(1), 11–25.
  20. Fishbein, M., & Ajzen, I. (1975). Belief Attitude Intention And Behavior. Addison Wesley.
  21. Fuadi, N. F. Z. (2013). Intensi Nasabah Bank Syariah untuk Berwakaf Uang di Badan Wakaf Indonesia (BWI) : Studi Kasus pada Bank Syariah Mandiri Jakarta Pusat. Universitas Indonesia.
  22. Guntalee, R., & Unahannda, S. (2005). Needs, behaviour and attitudes of people in United Arab Emirates towards consuming Thai-Halal packaged food. The Business Review, 4, 274.
  23. Hagiu, A., & Wright, J. (2015). Marketplace or reseller? Management Science, 61(1), 184–203. https://doi.org/10.1287/mnsc.2014.2042
  24. Ikhsan, R. R. N., & Sukardi. (2020). Pengaruh Religiusitas, Sikap, Norma Subjektif, dan Kontrol Perilaku Terhadap Niat Membeli Produk Kosmetik Halal di Fakultas ekonomi dan Bisnis Universitas Ahmad Dahlan Yogyakarta. Jurnal Ilmiah Ekonomi Global Masa Kini, 11(1), 49–55.
  25. Khan, A., Arafat, M. Y., & Azam, M. K. (2022). Role of halal literacy and religiosity in buying intention of halal branded food products in India. Journal of Islamic Marketing, 13(2), 287–308. https://doi.org/10.1108/JIMA-08-2019-0175
  26. Khibran, M. (2019). An investigation toward purchase intention of halal beef from traditional market: A TPB perspective. Asian Journal of Islamic Management (AJIM), 1(1), 1-12.
  27. Komite Nasional Keuangan Syariah (KNKS). (2019). Presiden Jokowi Amanatkan KNKS Perkuat Ekonomi Syariah Indonesia. Komite Nasional Keuangan Syariah (KNKS). https://knks.go.id/berita/22/presiden-jokowi-amanatkan-knks-perkuat-ekonomi-syariah-indonesia
  28. Lada, S., Harvey Tanakinjal, G., & Amin, H. (2009). Predicting intention to choose halal products using theory of reasoned action. International Journal of Islamic and Middle Eastern Finance and Management, 2(1), 66–76. https://doi.org/10.1108/17538390910946276
  29. Legowati, D. A., & Ul Albab, F. N. (2019). Pengaruh Attitude, Sertifikasi Halal, Promosi dan Brand terhadap Purchase Intention di Restoran Bersertifikasi Halal. Ihtifaz: Journal of Islamic Economics, Finance, and Banking, 2(1), 39-53. https://doi.org/10.12928/ijiefb.v2i1.787
  30. Lestari, A., Praktiko, H., & Hermawan, A. (2020). The effect of religiusity on the purchase intention halal cosmetics through attitude. International Journal of Business, Economics and Law, 22(1), 203-211.
  31. Maulina, Hartono, & Sofiana, M. (2021). Analysis of the Theory of Planned Behavior on intention to buy halal food products. Majalah Ilmiah Bijak, 18(1), 53-58.
  32. Mu’arrofah, A., Munir, M., & Rokhim, A. (2020). Pengaruh Sikap, Norma Subjektif Dan Persepsi Kontrol PerilakuTerhadap Niat Beli Produk Makanan Dan Minuman Dalam Kemasan Berlabel Halal Di Supermarket Kabupaten Jember. Jurnal Istiqro, 6(2), 154–169.
  33. Ningtyas, Y., Fitria, D., Pradani, Y. S., Mutohar, Arum, N. P., & Maknun, L. (2021). Analisis Pengaruh Sikap, Norma Subjektif, dan Persepsi Kontrol Peilaku terhadap Minat Beli Konsumen pada Produk Bersertifikat Halal. Intelektiva: Jurnal Ekonomi, Sosial & Humaniora, 2(8), 42–49.
  34. Nurhasanah, S. & Hariyani, F. F. (2017). Halal Purchase Intention on Processed Food. TIFBR | Tazkia Islamic Finance and Business Review, 11(2), 187-209.
  35. Rachbini, W. (2021). The Relationship of Attitude, Subjective Norm, Perceived Behavioral Control on Halal Food Purchasing Behavior in Jakarta. IOSR Journal of Business and Management (IOSR-JBM), 20(1), 28-37.
  36. Rachmawati, E. N., & Suryani, S. (2019). Determinant behavior analysis of halal food purchases muslim consumers in Pekanbaru. Syarikat: Jurnal Rumpun Ekonomi Syariah, 2(2), 55-63.
  37. Rahman, A. R., Rezai, G., Mohamed, Z., Shamsudin, M. N., & Sharifuddin, J. (2013). Malaysia as Global Halal Hub: OIC Food Manufacturers’ Perspective. Journal of International Food & Agribusiness Marketing, 25(sup1), 154–166. https://doi.org/10.1080/08974438.2013.809672
  38. Ratih, I. S., Sinatrya, A. K., Jatnika., & Syamsiyah, N. (2021). Muslim-Consumers Behaviour in Willingness to Buy Halal Food in Japan. Ulul Albab: Jurnal Studi dan Penelitian Hukum Islam, 5(1), 1-17. http://jurnal.unissula.ac.id/index.php/ua/index
  39. Ratnaningrum, D. P. (2012). Intensi Mahasiswa untuk Berwirausaha dengan Pendekatan Theory of Planned Behaviour (Studi terhadap Mahasiswa Pascasarjana Ekonomi Syariah di Jakarta). Universitas Indonesia.
  40. Romizah, R., & Mas'ud, F. (2021). Pengaruh religiusitas, norma subjektif, perceived behavioral control, dan kualitas produk terhadap minat beli konsumen produk kosmetik bersertifikat halal. Diponegoro Journal of Islamic Economics and Business, 1(1), 43-53.
  41. Suryadi, B., et al. (2020). An Analysis of Attitude on Intention to Purchase Online Halal Cosmetics. Paper presented in 2020 8th International Conference on Cyber and IT Service Management (CITSM)
  42. Vizano, N. A., Khamaludin, Fahlevi, M. (2021). The effect of halal awareness on purchase intention of halal food: A case study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 441–453. doi:10.13106/jafeb.2021.vol8.no4.0441.
  43. Vongurai, R. (2021). Determinants of halal food purchase intention and buying behavior in Thai muslim consumer. Journal of Community Development Research (Humanities and Social Science), 15(1), 27-41.
  44. Wahyuningsih, I. (2018). Intensi Konsumen Terhadap Kosmetik dan Produk Skincare Halal di Indonesia: Pendekatan Theory Of Planned Behavior. Journal of Economics and Business Aseanonomics, 3(1), 41–59.
  45. Wang, S., & Archer, N. P. (2007). Electronic marketplace definition and classification: Literature review and clarifications. Enterprise Information Systems, 1(1), 89–112. https://doi.org/10.1080/17517570601088380

Shirkah: Journal of Economics and Business
Published by Faculty of Islamic Economics and Business (FEBI)
Institut Agama Islam Negeri Surakarta, Indonesia
Jln. Pandawa No. 1, Pucangan, Kartasura, Central Java, Indonesia, 57168
Phone: +62271-781516
Website: http://shirkah.or.id/new-ojs/index.php/home
Email: shirkahiainsurakarta@gmail.com

P-ISSN :2503-4235 | E-ISSN : 2503-4243

This ejournal system and it's contents licensed under
a Creative Commons Attribution-NonCommercial 4.0 International License