Halal Food and Young Muslims' Purchase Intention in Indonesia (Case Study in Jayapura, Papua Province)

Abstract

The main purpose of this research is to examine the factors influencing young Muslims’ intention to purchase halal food in a non-muslim majority province in Indonesia, Papua province. The data were collected from 97 young Muslims using a structured questionnaire. The research investigates on five factors that affect the intention to purchase halal food using Theory of Planned Behavior (TPB) including attitude, subjective norm, perceived behavioral control and additional variables i.e brand awareness and knowledge. The internal consistency reliability test indicated that all scale items were proven reliable and valid . The multiple regression was used to analyze the relationship between independent variables and dependent variable. The result showed that attitude and perceived behavioral control significantly influenced the intention to purchase halal food among young Muslims in Papua. Meanwhile, brand awareness, subjective norm and halal knowledge did not show a significant influence towards young Muslims’ purchase intention.