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International Journal of Islamic Economics and Business Sustainability (IJIEBS)

Abstract

Purpose: This study examines the impact of halal labeling on the purchase intent of Korean food (K-food) imports among Indonesian Muslim millennials. It also explores how halal certification origins—Indonesian Ulama Council (MUI) vs. Korean Muslim Federation (KMF)—affect consumer perceptions and purchase decisions.

Design/methodology/approach: Using a sample of 370 respondents aged 18–42 who purchased K-food in the past year, this study employed Multi-Group Structural Equation Modeling (MG-SEM). Respondents were randomly assigned to groups exposed to different halal labeling stimuli to assess their impact on trust, brand attitude, and purchase intent.

Findings: Halal literacy and religious beliefs shape K-food purchases, mediated by trust in halal labels and brand attitude. Consumer ethnocentrism negatively affects trust in KMF-issued certifications but not MUI’s. Halal label origin moderates trust and brand attitude, with MUI-issued labels positively influencing purchase intent, while KMF-issued labels show no significant effect.

Implications: Businesses targeting Muslim millennials should emphasize the authenticity and reliability of halal certifications to enhance trust and brand loyalty. Aligning marketing strategies with religious values can improve consumer engagement and competitiveness in the halal market.

Originality/value: This study contributes to the halal marketing literature by examining the differential effects of halal certification origins on consumer trust and purchase intent. It provides insights for marketers and policymakers on engaging Muslim millennials in the niche halal food market, highlighting the critical role of certification legitimacy in shaping purchase decisions.

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Bahasa Abstract

Tujuan: Studi ini meneliti dampak pelabelan halal terhadap niat membeli impor makanan Korea (K-food) di kalangan milenial Muslim Indonesia. Selain itu, penelitian ini mengeksplorasi bagaimana asal sertifikasi halal—Majelis Ulama Indonesia (MUI) vs. Federasi Muslim Korea (KMF)—mempengaruhi persepsi konsumen dan keputusan pembelian.

Desain/metodologi/pendekatan: Dengan menggunakan sampel sebanyak 370 responden berusia 18–42 tahun yang telah membeli K-food dalam satu tahun terakhir, penelitian ini menerapkan Multi-Group Structural Equation Modeling (MG-SEM). Responden secara acak dibagi ke dalam kelompok yang terpapar berbagai stimulus pelabelan halal untuk menilai dampaknya terhadap kepercayaan, sikap terhadap merek, dan niat membeli.

Temuan: Literasi halal dan keyakinan religius membentuk keputusan pembelian K-food, dengan kepercayaan terhadap label halal dan sikap terhadap merek sebagai mediator. Etnosentrisme konsumen berdampak negatif terhadap kepercayaan pada sertifikasi yang diterbitkan oleh KMF, tetapi tidak pada MUI. Asal label halal memoderasi hubungan antara kepercayaan dan sikap terhadap merek, di mana label yang diterbitkan oleh MUI berpengaruh positif terhadap niat membeli, sedangkan label dari KMF tidak menunjukkan efek yang signifikan.

Implikasi: Pelaku bisnis yang menargetkan milenial Muslim perlu menekankan keaslian dan kredibilitas sertifikasi halal untuk meningkatkan kepercayaan dan loyalitas merek. Penyelarasan strategi pemasaran dengan nilai-nilai religius dapat meningkatkan keterlibatan konsumen serta daya saing di pasar halal.

Orisinalitas/nilai: Penelitian ini berkontribusi pada literatur pemasaran halal dengan mengkaji perbedaan efek asal sertifikasi halal terhadap kepercayaan konsumen dan niat membeli. Studi ini memberikan wawasan bagi pemasar dan pembuat kebijakan dalam menjangkau milenial Muslim di pasar makanan halal, dengan menyoroti peran krusial legitimasi sertifikasi dalam membentuk keputusan pembelian.

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