JOURNAL OF INDUSTRIAL ENGINEERING & MANAGEMENT RESEARCH (JIEMAR)

Vol. 2 No. 2 ISSN ONLINE : 2722 – 8878

[Link] DOI : [Link]

Intention Factors of Halal Food Purchase among

Student Consumers: An Explanatory Sequential
Mixed Methods Study
Agus Purwanto1, Jeffri Ardiyanto2, Yuli Sudargini3

1Pelita Harapan University, Indonesia

2
Poltekkes Kemenkes Semarang, Indonesia
3
Universitas Negeri Semarang, Indonesia

*Corresponding author:[Link]@[Link]

ABSTRACT- Indonesia is one of the countries with the largest Muslim population in the world. Halal
products are a big market potential for producers to produce branded halal productsThe purpose of this
study was to explore and investigate the influence of the perception of halal food, halal food quality, halal
food safety and knowledge of halal food on student consumer purchase intentions. This study used the
Explanatory Sequential Mixed Method and the first stage of this research was quantitative analysis. The
questionnaires were distributed randomly with an online electronic questionnaire and using snowball
sampling techniques, totaling 350 student respondents. Data processing and hypotheses were tested using
Structural Equation Model (SEM) and SmartPLS software. The second stage is a qualitative analysis that
explores the factors that influence student consumers to buy halal food. Primary data collection used open
and unstructured interviews in depth with 5 (five) student consumer participants who were selected and
determined using purposive sampling method. The results of the analysis show that the perception of
halal food has a significant effect on repeat purchases, the quality of halal food has a significant effect on
purchases. Halal food safety has a significant positive effect on repeat purchases and knowledge of halal
food has a significant effect on repeat purchases. The results of this study can provide insights for halal
food producers to see student consumers as one of their target markets in the halal food industry and will
help to determine the level of knowledge and students' perceptions of halal food. The novelty of this
research is a new model of perception of halal food, quality of halal food, halal food safety and
knowledge of halal food on purchase intentions of student consumers in Indonesia using the Explanatory
Sequential Mixed Methods with the coverage of a country. This research can serve as a reference for
further research to be carried out in other countries and can be adapted and adopted by other countries or
in other regions.

Keywords: Halal Food, Student Consumer, Purchase Intention, Purchase Repetition

1. INTRODUCTION

Companies in Indonesia, especially those engaged in the food industry, need to pay attention to the halal
awareness factor (awareness of halal products), but increasing awareness of halal products is not enough
because in the results of this study halal awareness does not directly affect repurchase intention but affects
indirectly through brand mediation. loyalty. So that marketers must pay attention to brand loyalty in order
to increase repurchase intention. Controlling awareness of halal products alone, for example with halal
labels on the packaging, promotion of halal products does not necessarily make consumers repurchase
these products, so companies must create strategic formulas to increase brand loyalty, then increase
repurchase intention. In the next research, it is hoped that the same research model can be taken in a wider
area and respondents, or applied to different objects. It is necessary to analyze the factors that can affect
repurchase intention in addition to the variables in this study. Indonesia is a country with the largest
number of Muslims in the world. As a country where the majority of the population embraces Islam, it is
imperative that everything should hold the title halal. According to the belief in Islam, all objects or
activities are permitted to be used or implemented. The term halal in everyday vocabulary is more often
used to denote foods and drinks that are allowed to be consumed. However, halal is not only attached to
food and beverages, used products must also carry the title of halal. These used products include many
things, such as clothes, bags, shoes, detergents, and so on. Products used are important to hold the title of
halal because in the production process they must be free from ingredients that are not in accordance with
Islamic religious rules, for example the use of pork skin as an ingredient in making clothing products.
Because pork is one of the things that is prohibited in Islamic religious beliefs, clothing products made
from pork skin are prohibited or in the context prohibited.

LPPOM MUI assesses that the awareness of companies to certify the halalness of their products is
increasing. The existence of Law Number 33 of 2014 concerning the guarantee of halal products which
makes halal certificates compulsory is one of the driving factors for increasing awareness of companies to

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[Link] DOI : [Link]

certify their products ([Link]/12052016). Even though it is mandatory, the application for a
halal certificate is still voluntary. So that there are many food products that are labeled halal, but there are
also many food products such as instant noodles that have not been labeled halal for sale in supermarkets.
In order to educate public awareness about halal products, MUI created an application that can be
downloaded via the Google Play Store, in this application consumers can find out information about halal
products, brands that have been registered as halal, even the public can easily find out whether a brand is
halal or not enough. by SMS Halal and brand name to number 98555. Consuming halal food is not only
an obligation as a Muslim but also to maintain the food standards offered by food providers (Abdul,
2014). Halal food is not only about the ingredients but includes all steps in the quality control process
such as monitoring, food process, material handling, storage, distribution, and others. Nowadays Muslim
consumers are becoming more aware about halal food and beverages from the start to the end
manufacturing process. The food industry has also become more concerned and sensitive about the
manufacture and source of halal product ingredients (Majid, Sabir, & Ashraf, 2015). Consuming halal
food is the main thing for Muslims, so food producers in Indonesia, where the majority of the population
are Muslims, really need to pay attention to the halalness of the products sold to [Link] halal logo
is a representation of measuring quality and fulfilling religiosity (Aziz & Chok, 2013) . Halal Awareness
and halal certified products are the main constructs that can help improve brand reputation and must focus
more on promoting intensively the consumer purchase intention model for halal brands (Aziz & Chok,
2013). Through awareness of halal products, it is hoped that consumers can choose and make purchase
decisions on products that have obtained the halal label. Brand loyalty is very important for marketers and
consumer researchers (Aaker, 1997). Loyal consumers can help organizations to increase bargaining
power with partners and suppliers according to Anderson [Link] 2004 in (Habib & Aslam, 2014). The
loyalty of satisfied consumers will increase, which means that the possibility of repurchase intention will
also increase, according to Reichheld & Sasser 1990 in (Ji & He, 2013). Brand loyalty is very important
for companies, because it is one of the factors that can increase the company's repurchase intention and
bargaining power. Companies that are starting to care about the issue of halal products, many have
already tested the halal certification at the MUI, then can put the halal logo on their products. This is a
form of awareness and concern for Muslims so that Muslims who have halal awareness can choose
products that have been certified halal, then it is hoped that products with a halal label can increase brand
loyalty and consumers will buy the same product again. Companies need to know whether this halal
awareness can affect brand loyalty which in turn can increase repurchase intention of halal food products.
Although the concept of halal is very familiar among students, awareness about halal products, halal
certified products and knowledge of halal brands is still very low (Rajagopal, 2002). Based on this
research, it shows that in a group who knows about the concept of halal but actually has low halal
awareness. Other research results also reveal that halal awareness, both intrinsic and extrinsic, has a
significant negative effect on attitudes, and absolute attitude serves to mediate between the halal
awareness variable and repurchase intention (Windisukma, 2015).

The results showed that the halal awareness shown by studentsconsumers in Malaysia had a positive
effect on the intention to buy halal products. It can be said that people's attitudes towards the intention to
buy are determined by the level of awareness of the halal concept (Aziz & Chok, 2013). The results of the
study found that awareness, religious belief and halal certified have a positive effect on halal purchase
intention (Majid et al., 2015). Another study with the same findings is that halal awareness has an effect
on repurchase intention, if the perception of the awareness of the La Tulipe brand of cosmetic halal label
awareness increases, the interest in repurchasing will increase (Suroso & Prasodjo, 2015). The results of
studies on coca-cola consumers in Layah Paskistan show that brand loyalty can affect repurchase
intention of preferred brands (Habib & Aslam, 2014). Other research results also show the same results,
namely brand loyalty has a positive relationship to repurchase intention (Ji & He, 2013). H2: Brand
loyalty has a significant effect on repurchase intention. Awareness of halal products, halal certified
products and knowledge of halal brands is still very low, research was conducted on students in Pakistan
(Rajagopal, 2002). Other studies reveal that absolute attitude mediates the relationship between halal
awareness and repurchase intention (Windisukma et al., 2015). Based on this research, it indicates that
halal awareness does not necessarily directly increase repurchase intention, so in this study modifying it
with brand loyalty is thought to mediate the relationship between halal awareness and repurchase
intention. Because there are research results that show that halal brand awareness has a significant effect
on brand loyalty (Moulan & Omar, 2015) and brand loyalty can have a significant effect on repurchase
intention (Habib & Aslam, 2014) (Ji & He, 2013). The purpose of this study was to determine the
relationship of factors that influence the purchase of halal food by studentsconsumers. Knowing the
relationship between halal food perception and halal food purchase [Link] the relationship
between halal food quality and halal food purchase repetition, knowing the relationship between halal
food safety and halal food purchase repetition, knowing the relationship between halal food knowledge
and halal food purchase [Link] the relationship between halal food knowledge and halal food
purchase repetition.

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[Link] DOI : [Link]

Research on halal buying interest does cover an area of consideration broad: halal awareness (Qaradhawi
2013, Aziz and Chok 2013, Apriyantono 2005), perceived value (Apriyantono 2005), halal certification
(Aziz and Chok 2013, Apriyantono 2005, Husain et al 2016), food safety (Husain et al 2016), perceived
value (Wang and Tsai 2014, Husain et al 2016), brand image (Wang and Tsai 2014), health (Husain et al
2016). Wang and Tsai (2014) who show that brand image has a significant influence on perception
quality. This shows that halal food products with brands and ones it has been widely recognized and rated
well after purchase as a very strong factor reflects the image of the brand. The better the brand image of a
halal food product hence consumer perceptions of product quality are also getting better. Based on
research conducted by Wang and Tsai (2014), brand image provide a positive influence on perceived
value. In this research, results It was also found that the brand image had a positive and significant effect
perceived value. This is increasingly convincing that the better the brand image of halal food products
will be increase the perception of the value of a good product in the eyes of consumers. Food safety has a
significant effect on health, so that decision hypothesis is accepted. Food safety represented by date
expired, security guarantee label, product content, and product origin food safety variable indicators.
Food safety is a factor encouraging consumer arguments about health in choosing halal food.
Increasingly, consumers believe that halal food products purchased are safe consumed, consumers will be
sure that the consumption of halal food products it's healthy. Hamdan et al (2013) and Aziz and Chok
(2013), although different from the results shown by Awan et al (2015) which state that halal awareness is
not significant effect. Awan et al (2015) show that people buying halal food products don't see it the star
the ad is promoting and the price which is an indicator of the variable marketing to influence him in
buying halal food. Halal food interested in buying because of its halalness, not because of the marketing
process offered. So this research shows that in the marketing process halal food products, should
prioritize promoting halal products rather than relying on promotions with advertising stars and prices.
Health Effect on Purchase Intention.

2. METHOD

This research uses a mixed method approach with a sequential explanatory design conducted from
November 2019 to January2020. The sequential explanatory design is characterized by by analysis of
quantitative data in the first phase then analysis of qualitative data in the second phase (Creswell 2014).
This research uses explanatory sequential mixed methods. The first stage is a quantitative analysisof halal
food purchase repetition among student [Link] primary data using an online questionnaire
with 350 respondents who were selected using the snowball sampling method and then analyzed Partial
least square using the LISRELL program. The nest step or second phase is qualitative analysis primary
data collection using in-depth interviews with 5 (seven) of student who were selected and determined
using purposive sampling method. Participants selected by criteria who have often buy halal food.

Quantitative Phase
The first step is the quantitative phase and the method used in this research is a survey method and data
collection by distributing questionner. The first step in developing the survey was to set the survey
instrument based on the previous researchs, the independent variable is the result from previous research,
namely X1, X2, X3, X4 and X5. Each question item is given five answer options, namely: strongly agree
(SS) score 5, agree (S) score 4, disagree (KS) score 3, no agree (TS) score 2, and strongly disagree (STS)
score 1. Data collection is done by online questionnaire via google form, then data processing uses partial
least square with the LISRELL program. Respondents in this research were 350 of student who had buy
halal food products, respondents were selected by the snowball sampling method, each respondent helped
distribute questionnaires to other respondents.

Table 1. Cunsumers Respondent

Location Male Female Total
Java 75 57 132
Sumatra 72 50 122
Kalimantan 25 12 37
Sulawesi 19 13 32
Maluku Papua 10 7 17
Bali Nusa
8 2 10
Tenggara
TOTAL 221 129 350

Based on the previous research obtained independent and dependent variables Halal Food Perception (
X1),Halal Food Quality (X2),Halal Food Safety (X3),Halal Food Knowlegde (x4), Halal Food Purchace

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[Link] DOI : [Link]

Intention (X5) and Halal Food Purchace Repetition (Y). The indicators of variables is determined as
following table
Table 2. Dependent and Independent Variables

Variables Indicat Questions References

ors
Halal Food X11 Halal food is more safecompared to non Khalek and Ismail
Perception ( X1) halal food (2015),
Khalek (2014),
X12 Halal food is more cleancompared to non Maichum et al.(2017),
halal food
Bashir et al.(2019)
X13 Halal food is more healthy compared to
non halal food
Halal Food Quality X21 Halal food have an acceptable standard of Jamal et al. (2015),
(X2) quality Mohtar et al. (2014),
X22 Halal food use good quality of raw Aziz et al.
material. (2013),Maichum et
X23 Halal food is very good in taste and texture al.(2017, Bashir et
al.(2019)

Halal Food Safety X31 Halal food does not contaminated Bashir et al.(2019),
(X3) X32 Halal food does not contain alcohol Jamal et al. (2015),
X33 Halal food is clean and not dirty Mohtar et al. (2014),
Aziz et al.
(2013),Maichum et
al.(2017
Halal Food X41 I understand about the halal-labels and Khalek and Ismail
Knowlegde (X4) certifications on halal food before purchase (2015),
X42 I understand deeply about the inputs, Khalek (2014),
processes and impacts of halal food before Maichum et al.(2017)
purchase
X43 I would prefer to gain substantial
information on halal food before purchase
Halal Food Purchace X51 I have a high intention to buy halal food Khalek and Ismail
Intention (X5) X52 I usually consume halal food (2015), Khalek (2014) ,
X53 I am likely to purchase halal food Aziz et al. (2013),
Maichum et al.(2017),
Siah et al.(2017)
Halal Food Purchace Y1 I have a high repetition to buy halal food Khalek and Ismail
Repetition (Y) Y2 I always buy halal food (2015), Khalek (2014) ,
Aziz et al. (2013),
Maichum et al.(2017),
Y3 I often purchase halal food Siah et al.(2017)

Base on some previous research and table 1, then the research model can be determined as following
picture
X11

X12 X1
X13

X21 H1

X22 X2
H2
X23
Y1

X31
H3
X3 Y Y2
X32

X33 Y3
H4
X41

X42 X4 H5
X43

X51

X52 X5
X53

Picture 1 . Research Framework

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[Link] DOI : [Link]

The research hypothesis is as follows:

H1 :There is a significant relationship between Halal Food Perception (X1) and Halal Food Purchase
Repetition (Y)
H2 :There is a significant relationship between Halal Food Quality (X2) and Halal Food Purchase
Repetition (Y)
H3 :There is a significant relationship between Halal Food Safety (X3) and Halal Food Purchase
Repetition (Y)
H4 :There is a significant relationship between Halal Food Knowledge (X4) and Halal Food Purchase
Repetition (Y)
H5:There is a significant relationship between Halal Intention (X5) and Halal Food Purchase Repetition
(Y)

Qualitative Phase
In the fsecond phase, this research used a phenomonology research approach with a qualitative method.
Determination of participants using purposive sampling, non-probability, for this research determined the
number of participants as many as 5 student cunsumers who have been determined with the criteria of
have buy halal food products. From 5 partisipants who were invited to participate, all of them confirmed
their agreement to be involved. Participants' ages varied from 25 years to 50 years. The participants were
2 students from Java Island, 2 students from Sumatra, 1 student from Kalimantan, .

Table 1. Participant Distribution

Initial Age Gender Location

R1 25 Male Java
R2 37 Male Java
R3 55 Female Sumatra
R4 28 Male Sumatra
R5 46 Female Kalimantan

There are interview questions based on relevant literature review to get in-depth information about halal
food . Three questions that were asked to all participants namely RQ 1 was "how do you think about halal
food?". Questions focus on halal food and interviews carried out for about 30 minutes. Participant
involvement is voluntary, Participant participation is voluntary and interviewed using in Indonesian, for
participants who are outside the island are interviewed by telephone. In this research, participants 'names,
religion, and other personal information were hidden in the initials, which are pseudonyms to protect
participants' confidentiality. All participants were given initials as R1 to R5 for the current research
report. The output of this qualitative phase is determined all of factors or variables halal food purchase
repetition among Indonesian studentsConsumers

According to Creswell (2014) Data validity tests in qualitative research include tests of credibility
(internal validity), transferability (external validity), dependability (reliability), and confirmability
(objectivity). According to Creswell (2014) Testing the credibility of data or trust in data from qualitative
research results can be done by extending the observation by re-interviewing some of the participants who
have been interviewed, Transferability Testing shows the degree of accuracy or the applicability of the
results of the research to the population where the sample was taken, So that other people can understand
the results of this qualitative research so that it is possible to apply the results of the research. This test is
conducted on other doctoral students who have not become participants. Dependability Testing is when
someone else can replicate this research process by conducting an audit of the entire research process by
the supervisor. According to Creswell (2014) Conformability Testing is if the research is said to be
objective if the research results have been agreed by many people

3. RESULT AND DISCUSSION

The findings of this research are discussed in two phases namely the first phase is quantitative analysis
and the second phase is qualitative analys as follows:

Quantitative Phase Result

Stages on the testing model of measuring involve convergent validity tests and discriminant validity.
While the value of Cronbach’s alpha and composite reliability is needed in testing for construction

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reliability. PLS analysis results could be used to test for research hypothesis if all indicators in the PLS
model has met the requirements of convergent validity, discriminant validity, and reliability test.

1. Convergent Validity Testing

A convergent validity test is done by seeing the value of the loading factor of each indicator towards the
construct. In most references, with factor weighing from at least 0.5 is considered to have validity that is
strong enough to explain the latent construct (Chin, 1998; Ghozali, 2014; Hair et al., 2010). In this
research, the minimum limit of loading factor that is accepted is 0.5, with the condition of AVE score for
every construct, which is > 0.5 (Ghozali, 2014). After passing the process of Smart PLS 3.0, all
indicators have met the condition of AVE score above 0.5. The model that is fit and valid from the
research could be seen in Figure 2. Therefore, convergent validity from this research model has met all of
the requirements. The loading score, Cronbach’s alpha, composite reliability, and AVE in every construct
can be seen in Table 2 below:

Table 2. Items Loadings, Cronbach’s Alpha, Composite Reliability, and Average Variance Extracted
(AVE)

Cronbach’s Composite
Variables Items Loadings AVE
Alpha Reliability
Halal Food Perception (X1) X11 0.903 0.922 0.940 0.760
X12 0.846
X13 0.899
Halal Food Quality (X2) X21 0.826 0.935 0.947 0.720
X22 0.808
X23 0.876
Halal Food Safety (X3) X31 0.892 0.912 0.932 0.697
X32 0.829
X33 0.897
Halal Food Knowledge (X4) X41 0.892 0.912 0.932 0.697
X42 0.829
X43 0.897

Halal Food Safety (X5) X51 0.892 0.912 0.932 0.697

X52 0.829
X53 0.897
Halal Food Intention (X6) X61 0.892 0.912 0.932 0.697
X62 0.829
X63 0.897

Hypothesis Examination

The hypothesis test in PLS is also denoted as an inner model test. This test covers a significance test that
has a direct and indirect impact as well as how large is the measurement of the exogenous variable impact
towards the endogenous variable. To discover the effect of transformational leadership on employee’s
performance is through readiness for change as a mediation variable that needs a direct and indirect
impact test. The impact test is done by using a T-Statistic test in an analysis model called Partial Least
Squared (PLS) with the help of SmartPLS 3.0 software. With the bootstrapping technique, R square value
and significance test value can be obtained as shown in Table 5 and Table 6 below:

Table 5. R Square Value

R Square R Square Adjusted

Halal Food Purchase Repetition 0.83 0.079

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Table 6. Hypotheses Testing

Hypotheses Relationship Beta SE T Statistics P-Values Decision

H1 X1 -> Y 0.163 0.042 3.845 0.000 Supported

H2 X2 -> Z 0.289 0.058 3.939 0.000 Supported

H3 X3 -> Y 0.716 0.039 8.564 0.000 Supported

H4 X4 -> Y 0.207 0.041 5.003 0.000 Supported
H5 X5-> Y 0.716 0.039 6.564 0.000 Supported
H6 X5 -> Y 0.207 0.041 4.003 0.000 Supported

Based on Table 5 above, the R Square value of Halal Food Purchase Repetition is 0.83, which mean the
variable of Readiness for change can be explained by Halal Food Perception ( X1),Halal Food Quality
(X2),Halal Food Safety (X3),Halal Food Knowlegde (x4), Halal Food Purchace Intention (X5) variable
in the percentage of 83%, while the other has the percentage of 17% clarified by other variables that are
not discussed in this research.

Qualitative Phase Result

In this qualitative phase, the main interview questions based on relevant literature review to get in-depth
information about halal food. Questions focus on halal food knowledge and interviews carried out for
about 30 [Link] results of the interview in open questions to five participants were summarized as
follows:

Halal Food Perception ( X1),

There were three participants who gave some opinions that halal food perception influence halal food
purchase repetition
R1 : "... I bought halal food because it's good, guaranteed and good quality ..."
R2: "... I think halal food should be consumed by all Muslim and studentsconsumers ..."
R5: "... Buying halal food is more guaranteed, better than non-halal food ..."

Halal Food Quality (X2),

There were four participants who gave some opinions that halal food quality influence halal food
purchase repetition
R1 "... I think halal food has better quality ..."
R3 "... In my opinion the quality of halal food is more guaranteed than non-halal food ..."
R4 "... Halal food is produced hygienically so that it is of good quality ..."
R5: "... All halal food is very high quality, there is quality guarantee ..." ...

Halal Food Safety (X3),

There were four participants who gave some opinions that halal food safety influence halal food
purchase repetition
R1 "... I think halal food is safer because it is produced in a clean process ..."
R2 "... I think halal food is made from good ingredients so it's safe for consumption ..."
R3 "... Halal food is safe because it is produced in a hygienic and clean process ..."
R4 "... Halal food is safe because it does not contain alcohol ..."
R5 "... I choose to consume halal food because it is clean and safe guaranteed ..."

Halal Food Knowlegde (X4),

There were three participants who gave some opinions that halal food knowledge influence halal food
purchase repetition
R2 "... I think halal food is good not only for Muslims but also for students ..."
R4 "... halal is very good, the production process is good and uses good raw materials ..."
R5 "... Halal food not contaminated with pork andalcohol ..."

Halal Food Purchace Intention (X5)

There were three participants who gave some opinions that halal food intention influence halal food
purchase repetition
R2 "... I have the intention to buy halal food because it is clean, good and hygienic ..."
R4 "... I recommend my family to consume halal food ..."
R5 "... I want to buy halal food because it's guaranteed quality and safety ..."

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All participants gave answers and all answers from all five participants were summarized in the following
table as follows:
Table [Link] Reduction of Participants Answers

No Variabel R1 R2 R3 R4 R5
X01 Halal Food Perception V V - - V
X02 Halal Food Quality V V V V
X03 Halal Food Safety V V V V V
X04 Halal Food Knowlegde - V - V V
X05 Halal Food Purchace Intention - V - V V

From the table above, it can be concluded that the halal food perception is 3 partisipants, halal food
quality is 4 partisipants,halal food safety is 5 participants, halal food knowledge is 3 participants, halal
food purchase intention is 3 participants.

Credibility Test
The next step is to conduct a validity and reliability test with a credibility test carried out with extensive
observations, increased persistence in research, triangulation and member checks.

Triangulation of Time
Credibility Test with time triangulation was conducted by re-interviewing 2 participants namely R4 and
R5 a month later and the following results were obtained:R4 “.. I think halal food is good not only for
Muslims but also for students , halal is very good, the production process is good and uses good raw
materials , halal food not contaminated with pork andalcohol ..." and R5 “.. I have the intention to buy
halal food because it is clean, good and hygienic, I recommend my family to consume halal food. I want
to buy halal food because it's guaranteed quality and safety ...".From the results of the re-interview the
results were the same as the results of this research so that this research concluded that it was credible.

Transferability
In order to understand the results of this qualitative research so that it is possible to apply the results of
the research elsewhere, interviews were conducted with 3 other studentsconsumers namely initial S1, S2
and S3. S1 "... I bought halal food because it's good, guaranteed and good quality ..."
S2: "... I think halal food should be consumed by all Muslim and studentsconsumers ..."
S3: "... Buying halal food is more guaranteed, better than non-halal food ..."
The results of the interview are as follows: it was concluded that this research was transferable.

Based on data analysis using quantitative methods the following results are obtained:

H1 : There is a significant relationship between Halal Food Perception and Halal Food Purchase
Repetition
The relationship between independent variables halal food perception and halal food purchase repetition
obtained t-value of 3.845so that it can be concluded that the halal food perception has a positive and
significant effect on halal food purchase repetiton. These results are the same as the results of research
with a quantitative method conducted by Rezai et al.(2012) studentsconsumers are aware of the existence
of Halal food , socio‐environmental factors such as mixing with Muslims socially and the presence of
advertised Halal food significantly influence students understanding of Halal principles. student
understand that Halal principles are also concerned about food safety issues and environmentally friendly
ways of doing [Link] (2011) Halal is avoiding direct contact with Haram, addressing the risk of
contamination and ensuring that it is in line with the perception of the Muslim consumer. According
Ashraf et al. (2019) state that four factors, namely, trustworthiness, attitude, normative structure and self-
efficacy, significantly influence halal food purchasing. Trustworthiness of halal food is one of the most
important variables of food [Link] Kawata et al (2018) halal logo has no impact on
studentssubjects’ purchasing behavior, the halal products with certification logo would be accepted in
shops, which may foster foreign Muslim [Link] Jumani et al (2019 ) The findings indicate that
Muslims strictly follow the halal logo and their attitude is positive in selecting halal logo products. The
influence of their subjective norms is stronger because of their families and culture, as they are Muslim
which influence their intentions. According to Ishak et al (2016 ) Halal perception has association with
respondents’ purchase decision. Thus, it highlights that halal perception is the mediating variable that
intervenes in the relationship of a few independent variables and the purchase decision trends. The
independent variables such as manufacturer identity, product label, physical product and packaging as
well country of origin are considered to be important extrinsic cues that deliver messages regarding the

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halal of certain food products. The association of the four variables with halal perception is also found to
be significant. practices of food products as they are being influenced by the sales promotions and
celebrity endorsements and customers are willing to spend considerable efforts and money to purchase
Halal food.

H2 :There is a significant relationship between Halal Food Quality and Halal Food Purchase
Repetition
The relationship between independent variables halal food perception and halal food purchase repetition
obtained t-value of 3.939 so that it can be concluded that the halal food quality has a positive and
significant effect on halal food purchase repetiton. These results are the same as the results of research
with a quantitative method conducted byJaiyeoba et al.(2019) found that halal certification mark and halal
brand quality are the most influential factors that contributed to the consumers’ buying
[Link] to Ayyub et al (2015) majority of the students have positive perceptions regarding
the Halal products and services as far as quality is concerned. The themes which emerged from these
interviews were quality, knowledge about Halal, acculturation and animal welfare issues. According to
Hassan et al (2019) Halal products have also become an attractive option for consumers, as they are also
addressing safety and environmental concerns. This is an essential factor for a flourishing certification
[Link] to Wilkins et al (2019 ) consumer cosmopolitanism and studentsreligious identity
were found to be positively related to halal product judgement, and consumer ethnocentrism and national
identification were negatively related to halal product judgement. There was a strong relationship between
product judgement and willingness to consume halal food. According to Jumani et al 92019) that
Muslims strictly follow the halal logo and their attitude is positive in selecting halal logo products. The
influence of their subjective norms is stronger because of their families and culture, as they are Muslim
which influence their intentions. According to Awan et al (2019) customers are influenced by Halal
Marketing and Branding

H3 :There is a significant relationship between Halal Food Safety and Halal Food Purchase
Repetition
The relationship between independent variables halal food safety and halal food purchase repetition
obtained t-value of 8.564so that it can be concluded that the halal food safety has a positive and
significant effect on halal food purchase repetiton. These results are the same as the results of research
with a quantitative method conducted byBashir et al (2019) studentsconsumers in Cape Town have a
positive awareness of halal food, including its benefits and the production processes involved in
producing it. The study also concluded that halal is not merely a commercial name using as a trademark
in the global market. However, halal has several dimensions; primarily, for studentsconsumers, it is a
mark of health and hygiene. With regard to psychological aspect, halal is considered as a sign of trust,
comfortable and safe. It gives consumers a peace of mind when they consume food products that carry the
halal [Link] et al (2018) perceived behavioral control and religiosity is the significant predictor of
the intention to consume halal products in international chain restaurants. Surprisingly, attitudes toward
halal products and subjective norms have no significant effects on their intention.

H4 :There is a significant relationship between Halal Food Knowledge and Halal Food Purchase
Repetition
The relationship between independent variables halal food knowledge and halal food purchase repetition
obtained t-value of 5.003 so that it can be concluded that the halal food knowledge has a positive and
significant effect on halal food purchase repetiton. These results are the same as the results of research
with a quantitative method conducted byMuhamed et al (2019) state that the empirical results showed that
the importance of halal certification had the highest impact on consumer choice behaviour, particularly in
the purchase of halal-certified food supplies. Also, epistemic and emotional values were both statistically
significant in terms of their influence on the consumer decision-making process. According to Azam et al
(2016 ) that halal awareness and product ingredients have significantly influenced Muslims’ intention to
buy halal packaged food that are produced by studentsmanufacturers. The findings show that the
religious belief, exposure and certification/logo are potential sources of Muslim awareness about halal
packaged food from studentsmanufacturers. According to Rezai et al (2012) t studentsconsumers are
aware of the existence of Halal food in Malaysia. In general, socio‐environmental factors such as mixing
with Muslims socially and the presence of advertised Halal food significantly influence students
understanding of Halal principles. The findings also suggest that student understand that Halal principles
are also concerned about food safety issues and environmentally friendly ways of doing [Link]
to Haque et al (2015 ) the perception of studentsconsumers about halal food products is influenced by
their attitude, subjective norm and perceived behavioural control.

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H5 :There is a significant relationship between Halal Food Intention and Halal Food Purchase
Repetition
The relationship between independent variables halal food intention and halal food purchase repetition
obtained 6.564 so that it can be concluded that the halal food intention has a positive and significant
effect on halal food purchase repetiton. These results are the same as the results of research with a
quantitative method conducted byAyyub et al (2015 ) majority of the students have positive perceptions
regarding the Halal products and services as far as quality is concerned. The themes which emerged from
these interviews were quality, knowledge about Halal, acculturation and animal welfare issues. According
to Sherwani et al (2018 ) positive personal attitude towards the consumption of halal meat, motivation to
comply with the opinion of important persons and institutions and the perceived control over consuming
halal meat predict the intention to eat halal meat among Muslims. According to Abdullah et al (2019 ) the
level of awareness toward halal foods is high, and that the effect of awareness on purchase decision is
positive and significant. Importantly, they find that religiosity acts as a moderating variable on the
relationship between awareness and purchase [Link] to Shahid et al (2018) religiosity and
increasing awareness about halal products acts as an influencer for individuals’ halal products
consumption along with halal certification and growing education level of Muslim [Link]
to Khan et all (2019) religious commitment, motivation to comply, self-identity and perceived behavioral
control have a positive and significant effect on the intention to purchase halal endorsed products. The
empirical evidence indicates that the individuals who consider themselves as distinct Muslims, i.e.
perceive that they have a well-defined self-identity, a higher level of behavioral control, religious
commitment and a strong motivation to comply with the Shariah teachings about halal buying, end up
buying halal-endorsed [Link] to Quiquab et al (2019) halal logo helps service providers to
create positive perceived reputation and to build trust among consumers, which eventually lead customer
loyalty. It is expected that the findings of this study will assist the halal fast food industry marketers to
better strategize their marketing efforts in retaining the Muslim customer base.

Based on data analysis using quantitative methods the following results are obtained All participants gave
answers and all answers from all five participants were summarized that the halal food perception is 3
partisipants, halal food quality is 4 partisipants,halal food safety is 5 participants, halal food knowledge is
3 participants, halal food purchase intention is 3 [Link] conduct triangulation test the results
of the re-interview the results were the same as the results of this research so that this research concluded
that it was credibleafter conduct transferabililty test it was concluded that this research was transferable.

Table [Link] and QualitaiTIve Results Comparison

Correlation Quantitative Qualitative

(H1) There is a significant halal food perception has a There were three participants
relationship between Halal Food positive and significant effect on R1, R2, R3 who gave some
Perception and Halal Food halal food purchase repetiton opinions that halal
Purchase Repetition foodperception influence halal
food purchase repetition.R1 : "...
I bought halal food because it's
good, guaranteed and good
quality...". R2: "... I think halal
food should be consumed by all
Muslim and
studentsconsumers...".R5:"...
Buying halal food is more
guaranteed, better than non-
halal food ..."

(H2) There is a significant halal food quality has a positive There were four participants R1,
relationship between Halal Food and significant effect on halal R2, R3, R4 who gave some
Quality and Halal Food Purchase food purchase repetiton opinions that halal food quality
Repetition influence halal food purchase
repetition. R1 "... I think halal
food has better quality ..”. R3 "...
In my opinion the quality of halal
food is more guaranteed than
non-halal food ...". R4 "... Halal
food is produced hygienically so
that it is of good quality ...". R5:
"... All halal food is very high

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quality, there is quality

guarantee ..."
(H3)There is a significant halal food safety has a positive There were four participants
relationship between Halal Food and significant effect on halal who gave some opinions that
Safety and Halal Food food purchase repetiton halal food safety influence halal
Purchase Repetition food purchase repetition
R1 "... I think halal food is safer
because it is produced in a clean
process ...".R2 "... I think halal
food is made from good
ingredients so it's safe for
consumption ...". R3 "... Halal
food is safe because it is
produced in a hygienic and clean
process ...".R4 "... Halal food is
safe because it does not contain
alcohol ...". R5 "... I choose to
consume halal food because it is
clean and safe guaranteed ..."

(H4 )There is a significant halal food knowledge has a There were three participants
relationship between Halal Food positive and significant effect on who gave some opinions that
Knowledge and Halal Food halal food purchase repetiton halal food knowledge influence
Purchase Repetition halal food purchase repetition.
R2 "... I think halal food is good
not only for Muslims but also for
students ..."R4 "... halal is very
good, the production process is
good and uses good raw
materials ..."R5 "... Halal food
not contaminated with pork
andalcohol ..."

(H5) There is a significant halal food intention has a There were three participants
relationship between Halal Food positive and significant effect on who gave some opinions that
Intention and Halal Food halal food purchase repetiton halal food intention influence
Purchase Repetition halal food purchase repetition
R2 "... I have the intention to buy
halal food because it is clean,
good and hygienic ..."R4 "... I
recommend my family toconsume
halal food ...". R5 "... I want to
buy halal food because it's
guaranteed quality and safety ..."

Based on the results of the analysis with the sequential explanatory method and data based on the
recapitulation from the table above, it is obtained that the quantitative method gives the same results as
the qualitative method. This means that qualitative methods reinforce the results of quantitative methods.

In previous research conducted by Husain et al (2016), shows that health is not a factor affecting purchase
intention. But in this study, the results show that the health variable shows a positive and significant value
effect on purchase intention. This shows that people buy halal food believing that by consuming it Halal
food can prevent disease, have a better consumption pattern and healthy. So that this reason can
encourage them to make a purchase halal processed food products. Based on research conducted by Wang
and Tsai (2014), perceived quality provide a positive influence on perceived value. In this research,
results It was also found that perceived quality had a positive effect and significant to the perceived value,
These results indicate consumer perceptions of the quality of halal food products is directly proportional
to the perception of the value of halal food products the. So that the better perceived quality, the more
perceived value will be will get better. Wang and Tsai (2014) who show similar results. In this case, the
perception of good value can encourage consumers to do so purchase. The perceived value is that halal
food is a favorite purchase, the price of food is in accordance with its value, and has the appropriate
quality with its value. Food safety, halal certificates, brand image and quality perception not has a direct

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influence on purchase intention. Food safety variables have indirect influence on buying interest through
health. It means a factor Food safety increases the health reasons for consumers to choose halal food
products, although many consumers do not directly pay attention to food safety in determining purchases.
Halal certificate also has an indirect effect on purchase intention through the brand image variable.
Although directly halal certification is not has an influence on consumer buying interest, but halal
certification can enhance the brand image of food products. With the existence of halal certification,
image brands of food products will get better, especially among Muslim consumers. The brand image
variable also has an indirect effect on purchase intention through perceived value and perceived quality
the indirect influence on interest buy. This is in accordance with previous findings (Wang and Tsai 2014)
where even though brand image has no direct influence on interest buying interest, but still has an indirect
effect on buying interest

4. CONCLUSION

The results showed that the variables of halal awareness, health, and perceived value showed a significant
and positive influence on purchase intention. This shows the increasing awareness of consumers about the
halalness of products, health and perceived value, which increasingly encourages consumer interest to
buy halal food products. Of the three variables that have the highest influence is the health variable. Halal
marketing has a significant but negative effect, indicating that the marketing process is necessary but does
not need to highlight elements of advertising ambassador and price. Halal marketing also has a significant
and positive influence on brand image. Meanwhile, the variables of food safety, halal certificates, brand
image, and perceived quality do not have a direct influence on purchase intention. Food safety has an
indirect effect on buying interest through health. Halal certificate has an indirect effect on purchase
intention through the brand image variable. Meanwhile, brand image and perceived quality have an
indirect effect through perceived value variables on purchase intention, meaning that a good brand image
and perceived quality will encourage an increase in the perceived value of the product, an increase in
perceived value is what can increase consumer buying interest. Relationship between independent
variables halal food perception and halal food purchase repetition can be concluded that the halal food
perception has a positive and significant effect on halal food purchase [Link] relationship between
independent variables halal food perception and halal food purchase repetition can be concluded that the
halal food quality has a positive and significant effect on halal food purchase repetiton. The relationship
between independent variables halal food safety and halal food purchase repetition can be concluded that
the halal food safety has a positive and significant effect on halal food purchase repetiton. The
relationship between independent variables halal food knowledge and halal food purchase repetition
obtained can be concluded that the halal food knowledge has a positive and significant effect on halal
food purchase repetiton. The relationship between independent variables halal food intention and halal
food purchase repetition can be concluded that the halal food intention has a positive and significant
effect on halal food purchase [Link] on the results of the analysis with the sequential explanatory
method and data based on the recapitulation from the table above, it is obtained that the quantitative
method gives the same results as the qualitative method. This means that qualitative methods reinforce the
results of quantitative [Link] of this research is the first research of halal food purchase
intention and repetition in Indonesia with the Explanatory Sequential Mixed Methods method with the
scope in a country region. This research will be a new reference for similar topic of research, and
subsequent research can be conducted in other [Link] research produces novelty which is a new
model of factors that influnce halal food purchase repetition of student consumers. This reserach can be
an additional reference and can be used as a new reference for further research. Some recommended
recommendations some suggestions for all consumers in Indonesia to consume halal food, for food
manufacturers to implement a halal guarantee management system.

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