PURCHASE INTENTION ON HALAL CULINARY FAST FOOOD IN YOGYAKARTA

The purpose of this research is to identify and determine the influence of halal factors on Purchase Intention through Subjective Norms. It also investigated which one factor among all variables that are investigated have the strongest influence. The study was taken from 139 respondents of Muslim co...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autor principal:	Nafisah Arinilhaq
Formato:	article
Lenguaje:	EN
Publicado:	Universitas Muhammadiyah Yogyakarta 2017
Materias:	muslim consumers’ preference, halal culinary fast food, purchase intention Economic theory. Demography HB1-3840
Acceso en línea:	https://doaj.org/article/a5fc595271a8440b84c0a70fe6ea8b08
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:a5fc595271a8440b84c0a70fe6ea8b08
record_format	dspace
spelling	oai:doaj.org-article:a5fc595271a8440b84c0a70fe6ea8b082021-12-02T12:15:28ZPURCHASE INTENTION ON HALAL CULINARY FAST FOOOD IN YOGYAKARTA1411-99002541-5506https://doaj.org/article/a5fc595271a8440b84c0a70fe6ea8b082017-10-01T00:00:00Zhttps://journal.umy.ac.id/index.php/esp/article/view/4035https://doaj.org/toc/1411-9900https://doaj.org/toc/2541-5506The purpose of this research is to identify and determine the influence of halal factors on Purchase Intention through Subjective Norms. It also investigated which one factor among all variables that are investigated have the strongest influence. The study was taken from 139 respondents of Muslim consumers of halal culinary fast food, KFC. The collected data is measured by five-point Likert scale. Used Structural Equation Model (SEM) with IBM AMOS version 24 as analytical tool, this research was divided into 5 variables which are measured. The variables are Halal Awareness, Halal Certification, Halal Marketing Word of Mouth (WOM), Subjective Norms and Purchase Intention. The measurement is based on Theory Planned of Behavior by Ajzen (1991) with modification. Result shows that Subjective Norms has high connection with Purchase Intention. It caused by indirect effect from Halal Certification and Halal Marketing WOM. But direct effect from Halal Awareness and Halal Marketing WOM is not significant. Thereby, the study suggests that customers are influenced by Subjective Norms or Muslim consumers’ preference as they are being influenced by halal label or Halal Certification and also word of mouth marketing system. The study suggests KFC or food manufactures have to pay attention to halal marketing strategy. Based from the finding, it can be concluded that, consumer did not look for about halal by themselves, but pay attention to the halal label and WOM marketing strategy.Nafisah ArinilhaqUniversitas Muhammadiyah Yogyakartaarticlemuslim consumers’ preference, halal culinary fast food, purchase intentionEconomic theory. DemographyHB1-3840ENJurnal Ekonomi & Studi Pembangunan, Vol 18, Iss 2, Pp 116-123 (2017)
institution	DOAJ
collection	DOAJ
language	EN
topic	muslim consumers’ preference, halal culinary fast food, purchase intention Economic theory. Demography HB1-3840
spellingShingle	muslim consumers’ preference, halal culinary fast food, purchase intention Economic theory. Demography HB1-3840 Nafisah Arinilhaq PURCHASE INTENTION ON HALAL CULINARY FAST FOOOD IN YOGYAKARTA
description	The purpose of this research is to identify and determine the influence of halal factors on Purchase Intention through Subjective Norms. It also investigated which one factor among all variables that are investigated have the strongest influence. The study was taken from 139 respondents of Muslim consumers of halal culinary fast food, KFC. The collected data is measured by five-point Likert scale. Used Structural Equation Model (SEM) with IBM AMOS version 24 as analytical tool, this research was divided into 5 variables which are measured. The variables are Halal Awareness, Halal Certification, Halal Marketing Word of Mouth (WOM), Subjective Norms and Purchase Intention. The measurement is based on Theory Planned of Behavior by Ajzen (1991) with modification. Result shows that Subjective Norms has high connection with Purchase Intention. It caused by indirect effect from Halal Certification and Halal Marketing WOM. But direct effect from Halal Awareness and Halal Marketing WOM is not significant. Thereby, the study suggests that customers are influenced by Subjective Norms or Muslim consumers’ preference as they are being influenced by halal label or Halal Certification and also word of mouth marketing system. The study suggests KFC or food manufactures have to pay attention to halal marketing strategy. Based from the finding, it can be concluded that, consumer did not look for about halal by themselves, but pay attention to the halal label and WOM marketing strategy.
format	article
author	Nafisah Arinilhaq
author_facet	Nafisah Arinilhaq
author_sort	Nafisah Arinilhaq
title	PURCHASE INTENTION ON HALAL CULINARY FAST FOOOD IN YOGYAKARTA
title_short	PURCHASE INTENTION ON HALAL CULINARY FAST FOOOD IN YOGYAKARTA
title_full	PURCHASE INTENTION ON HALAL CULINARY FAST FOOOD IN YOGYAKARTA
title_fullStr	PURCHASE INTENTION ON HALAL CULINARY FAST FOOOD IN YOGYAKARTA
title_full_unstemmed	PURCHASE INTENTION ON HALAL CULINARY FAST FOOOD IN YOGYAKARTA
title_sort	purchase intention on halal culinary fast foood in yogyakarta
publisher	Universitas Muhammadiyah Yogyakarta
publishDate	2017
url	https://doaj.org/article/a5fc595271a8440b84c0a70fe6ea8b08
work_keys_str_mv	AT nafisaharinilhaq purchaseintentiononhalalculinaryfastfooodinyogyakarta
_version_	1718394592922959872

PURCHASE INTENTION ON HALAL CULINARY FAST FOOOD IN YOGYAKARTA

Ejemplares similares