态度和认知需求对学生清真食品购买意愿行为的影响:学校聚类视角

Boby Indrawan, Nurmita Nurmita, T. Nengsih, W. Utami, D. Nasrudin, T. Tanti, D. Deliza, Rofiqoh Ferawati, Rita Syafitri, Pugoh Santoso
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引用次数: 0

摘要

清真食品研究是清真趋势中较为突出的研究领域之一。目前,清真食品的概念不仅是穆斯林对安拉的崇拜,而且是非穆斯林出于健康生活方式的考虑而采用这一概念。因此,洞察学生购买意愿行为的影响变量,作为卖方、营销人员、政策制定者、政府和研究人员等所有利益相关者的基本信息,对研究至关重要。定量研究了态度和认知变量需求对学生清真食品购买意愿行为的影响。本研究旨在探讨影响学生购买意愿行为的自变量。然后,另一个目的是通过学校的聚类视角对它们进行比较。采用自填问卷收集561名受访者的数据,并输入Survey123软件。采用描述性统计和干涉统计对数据进行分析。结果表明,清真态度(HA)和认知需要(NC)被认为是清真食品购买意愿行为的影响变量。此外,伊斯兰学校学生对清真食品的购买意愿高于高中学生。本研究结果可为清真食品行业的战略营销提供参考。其次,学校必须在教学大纲中加强清真意识。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Influence of Attitude and Need for Cognition on Student’s Purchase Intention Behavior on Halal Food: Schools Clustering Perspective
The halal food study is one of the research fields in halal trend which prominent. Currently, the halal food concept is not only the worship of Muslims to Allah, but also this concept is adopted by non-Muslim with healthy lifestyle considerations. Therefore, the insight of the influenced variable on purchased intention behavior of students is crucial to research as basic information for all stakeholders, such as the seller, marketer, policymaker, government, and researchers. A quantitative approach has investigated the influence of attitude and need for cognition variables on student’s purchase intention behavior on halal food. This research aimed to explore the independent variable that influenced students' purchase intention behavior. Then, the other aim is to compare them through the school's clustering perspective. The self-administrated questionnaire was used to collect the data from 561 respondents and inputted into the Survey123 software. The data were analyzed using descriptive and interferential statistics. The result showed that attitude toward halal (HA) and need for cognition (NC) were accepted as the influenced variable on halal food purchase intention behavior. Furthermore, the students from Islamic schools tended to have purchase intention on halal than senior high school. The result of this study could be strategic marketing in the halal food industry. Then, the school must strengthen halal awareness in the syllabus.
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