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SRP. 2020; 11(10): 396-407

Developing Model of Halal Food Purchase Intention among Indonesian Non-Muslim Consumers: An Explanatory Sequential Mixed Methods Research

Hery Purwanto, Muchamad Fauzi, Ratna Wijayanti, Khothibul Umam Al Awwaly, Imam Jayanto, Mahyuddin, Agus Purwanto, Mochammad Fahlevi,Hendri Hermawan Adinugraha, Rahmi Andini Syamsudin, Angga Pratama, Nurmin Ariyanto, Denok Sunarsi, Elizabeth Tika Kristina Hartuti, Jasmani.


This paper explores sequential, mixed methodology research aimed at examining and examining the effects on purchasing intent by non-Muslim consumers in Indonesia of halal food perception, halal food quality and halal food safety and halal food knowledges. The first step was quantitative analysis, online sampling and electronic questionnaires were randomly distributed to 340 respondents, while snowball techniques were used. The total number of questionnaire respondents was 340. Data processing and hypothesis that have been tested on the basis of the linear and structural model of structural equation (LISREL) is a qualitative analytical analysis that explores the influence that non-Muslim consumers have on the purchase of Halalal food. Data collection using in-depth interviews with 5 (fifths) non-Muslim consumers selected and determined by purposive sample method. Our analysis results showed that halal-food reception has a significant impact on the repetition of purchases. Halalal-food quality has a significant effect on buying repetitions. The result of this study could give an insight into the non-Muslim consumers in the halal food industry as one of their objectives and help to know the level of non-Muslim knowledge and perception of halal foods. Halal foods are not a product of this study. The novelty of this work is the new model of the perception of halal food, halal food quality, halal food safety and halal food in Indonesia with the explanatory sequencial mixed methods covering the area of one nation. The research is based on a new model of purchasing intentions for non-Muslim consumers in Indonesia Such research can be used as a reference for similar research, and further investigations may be carried out in other countries and adapted and carried out by others or in other regions.

Key words: Halal Food, Non-Muslim Consumers, Purchase Intention, Purchase Repetition

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