FORMING HALAL TO BRAND? FACTORS AFFECTING CONSUMER'S INTENTION TO BUY HALAL BRANDS
Keywords:
Brand image, Brand loyalty, Brand satisfaction, Brand Trust, Halal, MuslimAbstract
Around the world, many consumers (e.g. Muslim consumers) look for halal brands. The benefits of halal products affect consumer attitudes and behavior in terms of intention to buy halal products and willingness to pay for halal products (Azizi and Chok, 2013). The purpose of this study is to see the factors that influence consumer intention to buy halal brands. It was carried out by determining the branding instrument (brand image, perceived brand quality, brand satisfaction, brand loyalty, and brand loyalty) on the research questionnaire to explain the purchasing behavior of halal brands. Novelty: Indonesia and Malaysia are countries which are potential for not only halal food market, but also as a producer. However, the opportunity as a producer has not been fully utilized. Research Methods: This research used explanatory survey method, data were collected by means of an online questionnaire from sample of 52 respondents consisting of 47 Indonesian respondents (Bandung, Subang, Jakarta, Cianjur, Semarang, Yogyakarta and Majalengka Regent) and 5 Malaysian respondents (students of KUIS, Selangor) and analyzed using SPSS 22. Finding/Results: The research shows that brand image, brand perceived quality, brand satisfaction, brand trust, and brand loyalty have positive effect on brand purchase intention.
Downloads
Download data is not yet available.
References
Aaker, D. (1991). Manage brand equity. New York, NY: The Free Press.
Ahmed, Z. U., Johnson, J. P., Ling, C. P., Fang, T. W., & Hui, K. A. (2006). Country-of-origin and brand effects on consumers’ evaluations of cruise lines. International Marketing Review, 19(3), 279–302.
Alfiann, Ali. Muslim Marpaung. 2017. Analisis Pengaruh Label Halal, Brand Dan Harga Terhadap Keputusan Pembelian Di Kota Medan. Vol. 2, No. 1.
Ali, Afzaal. Ali, Adnan Ali & Sherwani, Mehkar. 2017. Shaping Halal Into a Brand? Factors Affecting Consumers’ Halal Brand Purchase Intention. Journal of International Food & Agribusiness Marketing (hlm. 1-26).
Bloemer, J., de Rayter, K., & Petter, P. (1998). Investigating devices of bank loyalty: The complex relationship between image, service quality and satisfaction. International Journal of Bank Marketing, 16(7), 276–286. doi: http://dx.doi.org/10.1108/02652329810245984
Browan, J., Easingwood, C., & Murphy, J. (2001). Using qualitative research to refine service quality models. Qualitative Market Research, 4(4), 217–223. doi : http://dx.doi.org/10.1108/13522750110404799
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65 (2), 81–93. doi: http://dx.doi.org/10.1509/jmkg.65.2.81.18255
Chen, Y.-S., & Chang, C.-H. (2013). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 5(1), 63–82. doi: http://dx.doi.org/10.1108/00251741311291319
Chen, Y.-S., & Chang, C.-H. (2013). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 5(1), 63–82. doi: http://dx.doi.org/10.1108/00251741311291319
Chien-Hsiung, L. (2011). A study on the relations between the brand image and customer satisfaction in catering businesses. African Journal of Business Management, 5(18), 7732–7739.
Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230–240. doi: http://dx.doi.org/10.1016/j.indmarman.2005.08.013
Darsono, L. I., & Junaedi, C. M. (2006). An examination of perceived quality, satisfaction, and loyalty relationship: Applicability of comparative and noncomparative evaluation. Gadjahmada International Journal of Business, 8(3), 323–342.
Dian Wiwit, Kurniawati, Slamet Muchsin, Suyeno. 2019. Pengaruh Kualitas Pelayanan, Efesiensi Dan Harga Transportasi Berbasis Online Go-Jek Terhadap Kepuasan Masyarakat (Studi Kasus Pada Masyarakat Malang Raya). Volume 13, No 4, Hal 87-98.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307–319. doi: http://dx.doi.org/10.2307/3172866
Dwi, Tanti. Fitra Laela.2015. Pengaruh perilaku konsumen dan merek produk terhadap minat beli produk fashion Zoya.
Dwiyanti, Eris. Nurul Qomariah, Wenny Murtalining Tyas. 2018. Pengaruh Persepsi Kualitas, Nama Merek dan Brand Awareness Terhadap Keputusan Pembelian. Jurnal Sains Manajemen Dan Bisnis Indonesia. Volume 8 Nomor 2.
Faizal,Hanim. Siti Nurjanah. 2010. Pengaruh Persepsi Kualitas Dan Citra Merek Terhadap Loyalitas Pelanggan Dimediasi Kepercayaan Dan Kepuasan Pelanggan. Vol. 4, No.2, Juni 2019: 307 – 316.
Flavian, C., Guinal?u, M., & Torres, M. (2005). The influence of corporate image on consumer trust: A comparative analysis in traditional versus internet banking. Internet Research, 15(4), 447–470.
Flavian, C., Guinaliu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information and Management, 43(1), 1–14. doi: http://dx.doi.org/10.1016/j.im.2005.01.002
Efendi, Riyanto. 2020. Faktor-faktor niat membeli makanan berlabel halal pada mahasiswa muslim Yogyakarta.
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes. Journal of Service Research, 4, 230–247.
Kang, S., & Hur, W.-M. (2012). Investigating the antecedents of green brand equity: A sustainable development perspective. Corporate Social Responsibility and Environmental Management, 19(5), 306–316.
Kusuma, Irma Dwi. Nindria Untarini. 2014. Pengaruh Pengetahuan Produk Terhadap Niat Beli Dengan Sikap Sebagai Variabel Intervening. Jurnal Manajemen. Volume 2 Nomor 4.
Kusuma, Yohanes Surya. 2014. Pengaruh Brand Experience Terhadap Brand Loyalty Melalui Brand Satisfaction dan Brand Trust Harley Davidson Di Surabaya. Jurnal Manajemen Pemasaran Petra. Volume 2 Nomor 1.
Lee, K. S., & Tan, S. J. (2003). E-retailing versus physical retailing. A theoretical model and empirical test of consumer choice. Journal of Business Research, 56(11), 877–885.
Mabkhot, Hashed Ahmad. Hasnizam Shaari Salniza Md. Salleh. 2017. The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study
Made, I. Gede, bayu. 2017. Pengaruh brand equity, brand trust, brand preference, dan kepuasan konsumen terhadap niat membeli kembali. E-Jurnal Manajemen Unud. Volume 6 Nomor 4.
McQuitty, S., Finn, A., & Wiley, J. B. (2000). Systematically varying consumer satisfaction and its implications for product choice. Academy of Marketing Science Review, 2000(10), 1–18.
Mittal, V., Ross, W. T., & Baldasare, P. M. (1998). The asymmetric impact of negative and positive attribute-level performance on overall satisfaction and repurchase intentions. Journal of Marketing, 62(1), 33–47. doi: http://dx.doi.org/10.2307/1251801
Najiatun. Ryan Rahmah Maulayati. 2019. Model Pengembangan Produk Halal. Jurnal Investasi Islam. Volume 4 Nomor 1.
Ogba, I. E., & Tan, Z. (2009). Exploring the impact of brand image on customer loyalty and commitment in China. Journal of Technology Management in China, 4(2), 132–144. doi: http://dx.doi.org/10.1108/17468770910964993
Rocardo, Henry. Ferry Jaolis. Pengaruh faktor brand consciousness, fashion innovativeness, and fashion involtvemnet terhadap sikap dan niat membeli luxury brands di surabaya.
Rochmanto, Bayu Al. Ibnu Widiyanto. 2015. Pengaruh Pengetahuan Produk dan Norma Religius terhadap Sikap Konsumen Dalam Niat Mengkonsumsi Produk Makanan dan Minuman Halal (Studi Kasus di Kota Semarang). Volume 4 Nomor 1.
Ruhamak, M. Dian. Budi Rahayu. 2016. Pengaruh Word Of Mouth Terhadap Purchase Intention Melalui Brand Image pada Lembaga Kursus Bahasa InggrisDynamic English Course Pare. Volume 1 Nomor 2.
Suntoro, Wiharto. Yunita Budi Rahayu Silintowe. Analisis Pengaruh Pengalaman Merek, Kepercayaan Merek, Dan Kepuasan Merek Terhadap Loyalitas Merek.
Sweeney, J., & Swait, J. (2008). The effects of brand credibility on customer loyalty. Journal of Retailing and Consumer Services, 15(3), 179–193. doi: http://dx.doi.org/10.1016/j.jretconser.2007.04.001
Taylor, S. A., Sharland, A., Cronin, J. J., & Bullard, W. (1993). Recreational service quality in the international setting. International Journal of Service Industry Management, 4(4), 68–86. doi: http://dx.doi.org/10.1108/09564239310044316
Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 30(2), 207–217.
Tu, Y.-T., Wang, C.-M., & Chang, H.-C. (2012). Corporate brand image and customer satisfaction on loyalty: An empirical study of Starbucks coffee in Taiwan. Journal of Social and Development Sciences, 3(1), 24–32.
Vanessa, Ike. Zainul Arifin. 2017. Pengaruh Citra Merek (Brand Image) Dan Harga Terhadap Keputusan Pembelian Konsumen. Jurnal Administrsi Bisnis. Volume 51 nomor 1.
Verawati, Fingky. Sampurno Wibowo, SE., M.Si. 2018. Pengaruh event marketing terhadap brand image pada PT Pikiran Rakyat Bandung Tahun 2018. Jurnal Manajemen Pemasaran, Universitas Telkom. Volume 4 Nomor 2.
Widikusyanto, Muhammad Johan. 2014. Peran Keterikatan Merek Dalam Membangun Loyalitas Pelanggan. Jurnal Manajemen.Volume 4 Nomor 1.
Winnie. Keni. 2020. Prediksi Brand experience dan Perceived quality Terhadap Brand Loyalty: Brand Trust Sebagai Variabel Mediasi. Jurnal Manajemen dan Kewirausahaan. Volume 2 Nomor 2.
Zeithaml, A. V., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.
Website:
Huda. 2018. the world’s muslim population.http://www.learnreligions.com/worlds-muslim-population-2004480
Islam History. 2018. Muslim Population In Malaysia. Muslim Population in Malaysia - ISLAM IN MALAYSIA - Muslims in Malaysia
Katadata.co.id. 2020. Industri Halal untuk semua. Industri Halal untuk Semua - Analisis Data Katadata.co.id
Malaysia Kini. 2020. Penduduk Malaysia Meningkat kepada 32.73 Juta Suku Pertama. Penduduk Malaysia meningkat kepada 32.73 juta suku pertama 2020
Ahmed, Z. U., Johnson, J. P., Ling, C. P., Fang, T. W., & Hui, K. A. (2006). Country-of-origin and brand effects on consumers’ evaluations of cruise lines. International Marketing Review, 19(3), 279–302.
Alfiann, Ali. Muslim Marpaung. 2017. Analisis Pengaruh Label Halal, Brand Dan Harga Terhadap Keputusan Pembelian Di Kota Medan. Vol. 2, No. 1.
Ali, Afzaal. Ali, Adnan Ali & Sherwani, Mehkar. 2017. Shaping Halal Into a Brand? Factors Affecting Consumers’ Halal Brand Purchase Intention. Journal of International Food & Agribusiness Marketing (hlm. 1-26).
Bloemer, J., de Rayter, K., & Petter, P. (1998). Investigating devices of bank loyalty: The complex relationship between image, service quality and satisfaction. International Journal of Bank Marketing, 16(7), 276–286. doi: http://dx.doi.org/10.1108/02652329810245984
Browan, J., Easingwood, C., & Murphy, J. (2001). Using qualitative research to refine service quality models. Qualitative Market Research, 4(4), 217–223. doi : http://dx.doi.org/10.1108/13522750110404799
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65 (2), 81–93. doi: http://dx.doi.org/10.1509/jmkg.65.2.81.18255
Chen, Y.-S., & Chang, C.-H. (2013). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 5(1), 63–82. doi: http://dx.doi.org/10.1108/00251741311291319
Chen, Y.-S., & Chang, C.-H. (2013). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 5(1), 63–82. doi: http://dx.doi.org/10.1108/00251741311291319
Chien-Hsiung, L. (2011). A study on the relations between the brand image and customer satisfaction in catering businesses. African Journal of Business Management, 5(18), 7732–7739.
Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230–240. doi: http://dx.doi.org/10.1016/j.indmarman.2005.08.013
Darsono, L. I., & Junaedi, C. M. (2006). An examination of perceived quality, satisfaction, and loyalty relationship: Applicability of comparative and noncomparative evaluation. Gadjahmada International Journal of Business, 8(3), 323–342.
Dian Wiwit, Kurniawati, Slamet Muchsin, Suyeno. 2019. Pengaruh Kualitas Pelayanan, Efesiensi Dan Harga Transportasi Berbasis Online Go-Jek Terhadap Kepuasan Masyarakat (Studi Kasus Pada Masyarakat Malang Raya). Volume 13, No 4, Hal 87-98.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307–319. doi: http://dx.doi.org/10.2307/3172866
Dwi, Tanti. Fitra Laela.2015. Pengaruh perilaku konsumen dan merek produk terhadap minat beli produk fashion Zoya.
Dwiyanti, Eris. Nurul Qomariah, Wenny Murtalining Tyas. 2018. Pengaruh Persepsi Kualitas, Nama Merek dan Brand Awareness Terhadap Keputusan Pembelian. Jurnal Sains Manajemen Dan Bisnis Indonesia. Volume 8 Nomor 2.
Faizal,Hanim. Siti Nurjanah. 2010. Pengaruh Persepsi Kualitas Dan Citra Merek Terhadap Loyalitas Pelanggan Dimediasi Kepercayaan Dan Kepuasan Pelanggan. Vol. 4, No.2, Juni 2019: 307 – 316.
Flavian, C., Guinal?u, M., & Torres, M. (2005). The influence of corporate image on consumer trust: A comparative analysis in traditional versus internet banking. Internet Research, 15(4), 447–470.
Flavian, C., Guinaliu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information and Management, 43(1), 1–14. doi: http://dx.doi.org/10.1016/j.im.2005.01.002
Efendi, Riyanto. 2020. Faktor-faktor niat membeli makanan berlabel halal pada mahasiswa muslim Yogyakarta.
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes. Journal of Service Research, 4, 230–247.
Kang, S., & Hur, W.-M. (2012). Investigating the antecedents of green brand equity: A sustainable development perspective. Corporate Social Responsibility and Environmental Management, 19(5), 306–316.
Kusuma, Irma Dwi. Nindria Untarini. 2014. Pengaruh Pengetahuan Produk Terhadap Niat Beli Dengan Sikap Sebagai Variabel Intervening. Jurnal Manajemen. Volume 2 Nomor 4.
Kusuma, Yohanes Surya. 2014. Pengaruh Brand Experience Terhadap Brand Loyalty Melalui Brand Satisfaction dan Brand Trust Harley Davidson Di Surabaya. Jurnal Manajemen Pemasaran Petra. Volume 2 Nomor 1.
Lee, K. S., & Tan, S. J. (2003). E-retailing versus physical retailing. A theoretical model and empirical test of consumer choice. Journal of Business Research, 56(11), 877–885.
Mabkhot, Hashed Ahmad. Hasnizam Shaari Salniza Md. Salleh. 2017. The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study
Made, I. Gede, bayu. 2017. Pengaruh brand equity, brand trust, brand preference, dan kepuasan konsumen terhadap niat membeli kembali. E-Jurnal Manajemen Unud. Volume 6 Nomor 4.
McQuitty, S., Finn, A., & Wiley, J. B. (2000). Systematically varying consumer satisfaction and its implications for product choice. Academy of Marketing Science Review, 2000(10), 1–18.
Mittal, V., Ross, W. T., & Baldasare, P. M. (1998). The asymmetric impact of negative and positive attribute-level performance on overall satisfaction and repurchase intentions. Journal of Marketing, 62(1), 33–47. doi: http://dx.doi.org/10.2307/1251801
Najiatun. Ryan Rahmah Maulayati. 2019. Model Pengembangan Produk Halal. Jurnal Investasi Islam. Volume 4 Nomor 1.
Ogba, I. E., & Tan, Z. (2009). Exploring the impact of brand image on customer loyalty and commitment in China. Journal of Technology Management in China, 4(2), 132–144. doi: http://dx.doi.org/10.1108/17468770910964993
Rocardo, Henry. Ferry Jaolis. Pengaruh faktor brand consciousness, fashion innovativeness, and fashion involtvemnet terhadap sikap dan niat membeli luxury brands di surabaya.
Rochmanto, Bayu Al. Ibnu Widiyanto. 2015. Pengaruh Pengetahuan Produk dan Norma Religius terhadap Sikap Konsumen Dalam Niat Mengkonsumsi Produk Makanan dan Minuman Halal (Studi Kasus di Kota Semarang). Volume 4 Nomor 1.
Ruhamak, M. Dian. Budi Rahayu. 2016. Pengaruh Word Of Mouth Terhadap Purchase Intention Melalui Brand Image pada Lembaga Kursus Bahasa InggrisDynamic English Course Pare. Volume 1 Nomor 2.
Suntoro, Wiharto. Yunita Budi Rahayu Silintowe. Analisis Pengaruh Pengalaman Merek, Kepercayaan Merek, Dan Kepuasan Merek Terhadap Loyalitas Merek.
Sweeney, J., & Swait, J. (2008). The effects of brand credibility on customer loyalty. Journal of Retailing and Consumer Services, 15(3), 179–193. doi: http://dx.doi.org/10.1016/j.jretconser.2007.04.001
Taylor, S. A., Sharland, A., Cronin, J. J., & Bullard, W. (1993). Recreational service quality in the international setting. International Journal of Service Industry Management, 4(4), 68–86. doi: http://dx.doi.org/10.1108/09564239310044316
Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 30(2), 207–217.
Tu, Y.-T., Wang, C.-M., & Chang, H.-C. (2012). Corporate brand image and customer satisfaction on loyalty: An empirical study of Starbucks coffee in Taiwan. Journal of Social and Development Sciences, 3(1), 24–32.
Vanessa, Ike. Zainul Arifin. 2017. Pengaruh Citra Merek (Brand Image) Dan Harga Terhadap Keputusan Pembelian Konsumen. Jurnal Administrsi Bisnis. Volume 51 nomor 1.
Verawati, Fingky. Sampurno Wibowo, SE., M.Si. 2018. Pengaruh event marketing terhadap brand image pada PT Pikiran Rakyat Bandung Tahun 2018. Jurnal Manajemen Pemasaran, Universitas Telkom. Volume 4 Nomor 2.
Widikusyanto, Muhammad Johan. 2014. Peran Keterikatan Merek Dalam Membangun Loyalitas Pelanggan. Jurnal Manajemen.Volume 4 Nomor 1.
Winnie. Keni. 2020. Prediksi Brand experience dan Perceived quality Terhadap Brand Loyalty: Brand Trust Sebagai Variabel Mediasi. Jurnal Manajemen dan Kewirausahaan. Volume 2 Nomor 2.
Zeithaml, A. V., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.
Website:
Huda. 2018. the world’s muslim population.http://www.learnreligions.com/worlds-muslim-population-2004480
Islam History. 2018. Muslim Population In Malaysia. Muslim Population in Malaysia - ISLAM IN MALAYSIA - Muslims in Malaysia
Katadata.co.id. 2020. Industri Halal untuk semua. Industri Halal untuk Semua - Analisis Data Katadata.co.id
Malaysia Kini. 2020. Penduduk Malaysia Meningkat kepada 32.73 Juta Suku Pertama. Penduduk Malaysia meningkat kepada 32.73 juta suku pertama 2020
