"The Implications of Religiosity and Complementary Determinants on the Repurchase Intention of Halal-Certified Food in Indonesia 2024" by Jihan Luthfiyyah Siregar and Nurdin Sobari
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ASEAN Marketing Journal

Abstract

Manuscript Type: Research Article.

Research Aims: This study applies the Theory of Planned Behavior (TPB) framework to examine the impact of religiosity on repurchase intentions for halal-certified food, incorporating factors such as subjective norms, awareness, trust, halal knowledge, halal certification, and perceived behavioral control.

Design/Methodology/Approach: Data were collected from 472 respondents through a purposive sampling survey in Indonesia, and analyzed using Structural Equation Modeling (SEM) with SmartPLS v.3.2.9.

Research Findings: A total of 20 hypotheses were tested. The findings reveal that religiosity influences the mediators—halal knowledge, halal certification, subjective norms, and perceived behavioral control—which, in turn, shape attitudes and stimulate repurchase intentions. These four mediation paths are confirmed as integral to the underlying mechanism. However, the direct effects of trust and awareness on attitude, as well as their mediation paths, were not supported.

Theoretical Contribution/Originality: The research expands the TPB by incorporating halal knowledge and certification as complementer determinants influencing repurchase intentions, offering a more comprehensive view of consumer behavior in the halal food sector in Indonesia.

Practitioner/Policy Implication: Marketers and business owners selling halal-certified food should focus on educating and building trust, leveraging social influence, ensuring easy accessibility and competitive pricing, and differentiating while fostering emotional connections.

Research Limitation/Implications: The study’s limitations include its focus on Indonesian Gen Z and millennial Muslims, which may restrict generalizability to other populations and regions, particularly given the predominantly female sample. Additionally, while the research centers on halal-certified food, other halal industries remain unexplored. Moreover, the study focuses on variables such as religiosity, awareness, and attitude, without addressing economic, marketing, or experiential factors. The survey method may also introduce response bias. Future research should broaden the demographic scope, include additional relevant variables, and adopt mixed methods to offer a more comprehensive understanding of consumer behavior in the halal market.

Keywords: Halal certification, halal knowledge, religiosity, repurchase intention, TPB.

Bahasa Abstract

Tipe Manuskrip: Artikel Penelitian.

Tujuan Penelitian: Penelitian ini menerapkan kerangka Teori Perilaku Terencana (TPB) untuk mengkaji dampak religiositas terhadap niat beli ulang produk halal bersertifikat, dengan memasukkan faktor-faktor seperti norma subjektif, kesadaran, kepercayaan, pengetahuan halal, sertifikasi halal, dan kontrol perilaku yang dipersepsikan.

Desain/Metodologi/Pendekatan: Data dikumpulkan dari 472 responden melalui survei dengan teknik purposive sampling di Indonesia, dan dianalisis menggunakan Structural Equation Modeling (SEM) dengan SmartPLS v.3.2.9.

Temuan Penelitian: Sebanyak 20 hipotesis diuji. Temuan menunjukkan bahwa religiositas mempengaruhi mediator—pengetahuan halal, sertifikasi halal, norma subjektif, dan kontrol perilaku yang dipersepsikan—yang pada gilirannya membentuk sikap dan merangsang niat beli ulang. Keempat jalur mediasi ini dikonfirmasi sebagai bagian integral dari mekanisme yang mendasari. Namun, pengaruh langsung dari kepercayaan dan kesadaran terhadap sikap, serta jalur mediasi mereka, tidak terbukti mendukung.

Kontribusi Teoritis/Orisinalitas: Penelitian ini memperluas TPB dengan memasukkan pengetahuan halal dan sertifikasi halal sebagai faktor penentu pelengkap yang mempengaruhi niat beli ulang, memberikan pandangan yang lebih komprehensif tentang perilaku konsumen di sektor makanan halal di Indonesia.

Implikasi Praktis/Kebijakan: Pemasar dan pemilik bisnis yang menjual makanan halal bersertifikat harus fokus pada edukasi dan membangun kepercayaan, memanfaatkan pengaruh sosial, memastikan aksesibilitas yang mudah dan harga yang kompetitif, serta membedakan diri sambil membina hubungan emosional.

Batasan Penelitian/Implikasi: Batasan penelitian ini termasuk fokus pada Gen Z dan milenial Muslim Indonesia, yang dapat membatasi generalisasi ke populasi dan wilayah lain, terutama mengingat sampel yang didominasi oleh perempuan. Selain itu, meskipun penelitian ini berfokus pada makanan halal bersertifikat, industri halal lainnya belum dieksplorasi. Penelitian ini juga fokus pada variabel seperti religiositas, kesadaran, dan sikap, tanpa membahas faktor ekonomi, pemasaran, atau pengalaman. Metode survei juga dapat memperkenalkan bias respons. Penelitian selanjutnya sebaiknya memperluas cakupan demografis, memasukkan variabel relevan tambahan, dan menggunakan metode campuran untuk memberikan pemahaman yang lebih komprehensif tentang perilaku konsumen di pasar halal.

Kata Kunci: Sertifikasi halal, pengetahuan halal, religiositas, niat beli ulang, TPB.

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