Determinants of halal food purchase decisions for Go Food and Shopee Food users
Indonesia is one of the world’s biggest halal food product and service consumers. The halal industry will continue to expand as the Muslim community’s needs grow. Therefore, application development for online halal food providers through the Go Food and Shopee Food platforms is in high demand. This...
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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2023-03-01
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| Series: | Innovative Marketing |
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| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/17763/IM_2023_01_Fachrurrozie.pdf |
| _version_ | 1811162465262632960 |
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| author | Fachrurrozie Muhsin Ahmad Nurkhin Hasan Mukhibad Norzaidi Mohd Daud |
| author_facet | Fachrurrozie Muhsin Ahmad Nurkhin Hasan Mukhibad Norzaidi Mohd Daud |
| author_sort | Fachrurrozie |
| collection | DOAJ |
| description | Indonesia is one of the world’s biggest halal food product and service consumers. The halal industry will continue to expand as the Muslim community’s needs grow. Therefore, application development for online halal food providers through the Go Food and Shopee Food platforms is in high demand. This paper aims to analyze the determinants of Go Food and Shopee Food users’ halal food purchase decisions. The theory of planned behavior (TPB), the theory of consumer behavior, and the unified theory of acceptance and utilization of technology (UTAUT2) were used. The research sample consists of Go Food and Shopee Food users chosen randomly from a pool of 104 respondents. The data were collected using a questionnaire developed from previous studies and the theories applied (TPB and UTAUT2). Respondents received questionnaires online via Google Forms. Path analysis was used in this study. The findings show that TPB constructs can adequately explain halal food purchase behavior. The attitude toward the purchase of halal food and subjective norms affect the user’s intentions to purchase halal food. The coefficients are 0.291 and 0.379, with a p-value < 0.001. The user’s intention determines the positive decision to purchase halal food with a coefficient of 0.843 and a p-value < 0.001. Halal awareness is a powerful predictor with a coefficient of 0.206 and a p-value of 0.014. However, perceived behavioral control, halal literacy, religious commitment, financial literacy, and UTAUT2 constructs (price value, hedonic motivation, and habit) were not found to determine the intention to purchase halal food. |
| first_indexed | 2024-04-10T06:30:08Z |
| format | Article |
| id | doaj.art-ebe4da312809434cb5cd1f54b4fbfd4a |
| institution | Directory Open Access Journal |
| issn | 1814-2427 1816-6326 |
| language | English |
| last_indexed | 2024-04-10T06:30:08Z |
| publishDate | 2023-03-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj.art-ebe4da312809434cb5cd1f54b4fbfd4a2023-03-01T11:51:13ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262023-03-0119111312510.21511/im.19(1).2023.1017763Determinants of halal food purchase decisions for Go Food and Shopee Food usersFachrurrozie0https://orcid.org/0000-0003-4561-7461Muhsin1https://orcid.org/0000-0002-0281-402XAhmad Nurkhin2https://orcid.org/0000-0003-4743-1134Hasan Mukhibad3https://orcid.org/0000-0001-8979-5169Norzaidi Mohd Daud4https://orcid.org/0000-0003-1641-8594Associate Professor, Economics Faculty, Universitas Negeri SemarangDr., Economics Faculty, Universitas Negeri SemarangM.Si., Lecturer, Faculty of Economics, Universitas Negeri SemarangM.Si., Lecturer Economics Faculty, Universitas Negeri SemarangProfessor, Faculty of Management and Business, Universiti Teknologi MARAIndonesia is one of the world’s biggest halal food product and service consumers. The halal industry will continue to expand as the Muslim community’s needs grow. Therefore, application development for online halal food providers through the Go Food and Shopee Food platforms is in high demand. This paper aims to analyze the determinants of Go Food and Shopee Food users’ halal food purchase decisions. The theory of planned behavior (TPB), the theory of consumer behavior, and the unified theory of acceptance and utilization of technology (UTAUT2) were used. The research sample consists of Go Food and Shopee Food users chosen randomly from a pool of 104 respondents. The data were collected using a questionnaire developed from previous studies and the theories applied (TPB and UTAUT2). Respondents received questionnaires online via Google Forms. Path analysis was used in this study. The findings show that TPB constructs can adequately explain halal food purchase behavior. The attitude toward the purchase of halal food and subjective norms affect the user’s intentions to purchase halal food. The coefficients are 0.291 and 0.379, with a p-value < 0.001. The user’s intention determines the positive decision to purchase halal food with a coefficient of 0.843 and a p-value < 0.001. Halal awareness is a powerful predictor with a coefficient of 0.206 and a p-value of 0.014. However, perceived behavioral control, halal literacy, religious commitment, financial literacy, and UTAUT2 constructs (price value, hedonic motivation, and habit) were not found to determine the intention to purchase halal food.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/17763/IM_2023_01_Fachrurrozie.pdffinancial literacyhalal literacyintention to purchase halal foodTPBUTAUT2 |
| spellingShingle | Fachrurrozie Muhsin Ahmad Nurkhin Hasan Mukhibad Norzaidi Mohd Daud Determinants of halal food purchase decisions for Go Food and Shopee Food users Innovative Marketing financial literacy halal literacy intention to purchase halal food TPB UTAUT2 |
| title | Determinants of halal food purchase decisions for Go Food and Shopee Food users |
| title_full | Determinants of halal food purchase decisions for Go Food and Shopee Food users |
| title_fullStr | Determinants of halal food purchase decisions for Go Food and Shopee Food users |
| title_full_unstemmed | Determinants of halal food purchase decisions for Go Food and Shopee Food users |
| title_short | Determinants of halal food purchase decisions for Go Food and Shopee Food users |
| title_sort | determinants of halal food purchase decisions for go food and shopee food users |
| topic | financial literacy halal literacy intention to purchase halal food TPB UTAUT2 |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/17763/IM_2023_01_Fachrurrozie.pdf |
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