Uncovering Halal Label Food Purchase Intention Behavior in Indonesia: A Twitter Analytics and SEM-Based Investigation

Jurnal Ekonomi Syariah Teori dan Terapan Pub Date : 2023-11-30 DOI:10.20473/vol10iss20236pp551-570

Nadia Nurul Izza, Nashr Akbar

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Abstract

ABSTRACT This study examined the factors that influence the intention to buy food labeled halal among Muslim consumers in Indonesia using mixed methods, this research used qualitative analysis by identifying trending topics related to 2.665 conversations on halal labels on Twitter in Indonesia using Drone Emprit Academic (DEA) and NVivo 12 Plus to uncover the underlying perception. A quantitative hypothesis was then developed based on the qualitative investigation and the adoption literature. Survey data was collected from 407 Muslim consumers in Indonesia using SEM-PLS. The results showed that the variables halal labeled food intention, halal labeled food safety, and halal labeled food knowledge showed a significant and positive influence on the intention to buy halal labeled food and repeat purchases of halal labeled food. This shows increasing consumer awareness about product halalness, health, and perceived value, which in turn encourages consumer interest to buy food products labeled halal. Keywords: purchase intention; halal-labelled food; mixed-methods ABSTRAK Penelitian ini mengkaji faktor-faktor yang memengaruhi minat beli makanan berlabel halal di kalangan konsumen muslim di Indonesia dengan menggunakan metode campuran. analisis kualitatif dengan mengidentifikasi trending topik terkait 2.665 percakapan label halal di Twitter menggunakan Drone Emprit Academic (DEA) dan NVivo 12 Plus untuk mengungkap persepsi yang mendasarinya. Hipotesis kuantitatif kemudian dikembangkan berdasarkan penyelidikan kualitatif dan literatur adopsi. Data survei dikumpulkan dari 407 konsumen muslim dan dianalisis menggunakan pendekatan SEM-PLS. Hasilnya variabel niat makanan berlabel halal, keamanan makanan berlabel halal, dan pengetahuan makanan berlabel halal menunjukkan pengaruh yang signifikan dan positif terhadap niat beli makanan berlabel halal dan pengulangan pembelian makanan berlabel halal. Hal ini menunjukkan meningkatnya kesadaran konsumen tentang kehalalan produk, kesehatan, dan nilai yang dirasakan, yang selanjutnya mendorong minat konsumen untuk membeli produk makanan berlabel halal. Kata Kunci: niat beli; makanan berlabel halal; mixed methods

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揭示印度尼西亚的清真标签食品购买意向行为：基于推特分析和 SEM 的调查

ABSTRACT 本研究采用混合方法研究了影响印尼穆斯林消费者购买清真标签食品意向的因素。本研究通过使用无人机情感学术（DEA）和 NVivo 12 Plus 对印尼 Twitter 上 2,665 个关于清真标签的对话相关趋势话题进行识别，从而使用定性分析来揭示潜在的认知。然后，在定性调查和采用文献的基础上提出了定量假设。使用 SEM-PLS 收集了印度尼西亚 407 名穆斯林消费者的调查数据。结果显示，清真标签食品意向、清真标签食品安全和清真标签食品知识这三个变量对购买清真标签食品的意向和重复购买清真标签食品有显著的积极影响。这表明消费者对产品的清真性、健康和感知价值的认识在不断提高，从而激发了消费者购买清真标识食品的兴趣。关键词：购买意向；清真标签食品；混合方法 ABSTRACT This study examines the factors that influence purchase intention of halal-labelled food among Muslim consumers in Indonesia using mixed methods.然后，根据定性调查和采用文献制定了定量假设。收集了 407 名穆斯林消费者的调查数据，并使用 SEM-PLS 方法进行了分析。结果显示，清真标签食品的意向、清真标签食品的安全性和清真标签食品的知识等变量对清真标签食品的购买意向和重复购买清真标签食品有显著的积极影响。这表明消费者对产品的清真、健康和感知价值的认识在不断提高，进而促进了消费者购买清真食品的兴趣。关键词：购买意向；清真标签食品；混合法

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Jurnal Ekonomi Syariah Teori dan Terapan

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