Nafisah Arinilhaq


The purpose of this research is to identify and determine the influence of halal factors on Purchase Intention through Subjective Norms. It also investigated which one factor among all variables that are investigated have the strongest influence. The study was taken from 139 respondents of Muslim consumers of halal culinary fast food, KFC. The collected data is measured by five-point Likert scale. Used Structural Equation Model (SEM) with IBM AMOS version 24 as analytical tool, this research was divided into 5 variables which are measured. The variables are Halal Awareness, Halal Certification, Halal Marketing Word of Mouth (WOM), Subjective Norms and Purchase Intention. The measurement is based on Theory Planned of Behavior by Ajzen (1991) with modification. Result shows that Subjective Norms has high connection with Purchase Intention. It caused by indirect effect from Halal Certification and Halal Marketing WOM. But direct effect from Halal Awareness and Halal Marketing WOM is not significant. Thereby, the study suggests that customers are influenced by Subjective Norms or Muslim consumers’ preference as they are being influenced by halal label or Halal Certification and also word of mouth marketing system. The study suggests KFC or food manufactures have to pay attention to halal marketing strategy. Based from the finding, it can be concluded that, consumer did not look for about halal by themselves, but pay attention to the halal label and WOM marketing strategy.


Muslim consumers’ preference, halal culinary fast food, purchase intention

Full Text:



Abdullah, J.B., Hamali, Jamil Haji, Abdullah, Firdaus (2015), “Success Strategies in Islamic Marketing Mix,” International Journal of Business and Society, vol. 16, no.3: pp. 480-499.

Ajzen, I. (1991), “The theory of planned behavior. Organizational Behavior and Human Decision Processes,” Sociometry 50: pp.179-211.

Ajzen, I. (1971), “Attitudinal vs. normative messages: An investigation of the differential effects of persuasive communications on behavior,” Sociometry, 34: pp. 263-280.

Alam, S.S., Sayuti, N.M. (2011), “Applying the Theory of Planned Behavior (TPB) in halal food purchasing,” International Journal of Commerce and Management, 21(1):pp. 8-20.

Allsop, D.T. (2007), “Word of Mouth Research: Principles and Application,” Journal of Advertising Research: pp. 398-411.

Al-Qaradhawi, Y. (1997) “Al-Ḥalāl wa al-Ḥarām fī al-Islām” Maktabah Wahbah: Kairo.

Awan, M.H., Shiddiqi, A.N., Haider, Z. (2015), “Factors Affecting Halal Purchase Intention-Evidence from Pakistan’s Halal Food Sector,” Management Research Review, vol. 38, no. 6: pp. 640-660.

Ayyub, R.M. (2015), “Exploring perceptions of non-Muslims towards,” British Food Journal, vol. 117, no. 9: pp. 2328-2343.

Badan Pusat Statistik, (2010),”Penduduk Indonesia menurut Provinsi 1971, 1980, 1990, 1995, 2000 dan 2010” http://bps.go.id, retrieved on: 29 October 2016.

Badan Pusat Statistik, (2015), “Monthly Expenditure for Foods and Non Foods Monthly per Capita Expenditure Class in D.I. Yogyakarta, 2015,” http://bps.go.id, retrieved on: 29 October 2016.

Badan Pusat Statistik, (2015), “Kepadatan Penduduk menurut Kabupaten/ Kota di D.I. Yogyakarta, 2011- 2015/ The Population Density by Regency/City in D.I. Yogyakarta, 2011- 2015,” http://bps.go.id, retrieved on: 29 October 2016.

Buttle, F.A. (1998), “Word of Mouth: Understanding and Managing Referral Marketing,” Journal of Strategic Marketing vol. 6: pp 241-254.

Cedomir, N. (2016), “Islamic Marketing,” Springer Nature: Switzerland.

Chung Lo, S. (2012), “Consumer Decisions: The Effect of Word of Mouth,” International Journal of Organizational Innovation, vol. 4, no.3: pp.188-196.

Dikti (2015) “Pangkalan Data Pendidikan Tinggi,” www.forlap.dikti.go.id, retrieved on: 13 November 2016.

Dong, P.H. (1992) “Franchising for Global Expansion, Fast Food Industry,” Thesis: Quinnipiac College: USA.

Ferdinand, A. T. (2000), “Structural Equation Modelling Dalam Penelitian Manajemen,” Badan Penerbit Universitas Diponegoro: Semarang.

Ferdinand, A.T. (2006), “Metode Penelitian Manajemen: Pedoman Penelitian untuk Penelitian Skripsi, Tesis, dan Disertasi Ilmu Manajemen,” Badan Penerbit Universitas Diponegoro: Semarang.

Fishbein, M. (2000), “The role of theory in HIV prevention. [Special Issue: AIDS Impact: 4th Internation al Conference on the Biopsychosocial Aspects of HIV Infection].AIDS Care. vol. 12: pp. 273–278.

Fishbein, M. & Ajzen, I. (1975), "Beliefs, attitude, intention, and behavior: An introduction to theory and research,” Addison-Wesley Boston.

Fordebi, A. (2016), “Ekonomi dan Bisnis Islam: Seri konsep dan aplikasi Ekonomi dan Bisnis Islam,” Rajawali Press: Jakarta.

Golnaz, R. et al. (2010), “Non Muslims’ Awareness of Halal Principles and Related Food Product in Malaysia,” International Food Research Journal, vol. 17: pp. 667-674.

Guritno, T. (1992), “Kamus Ekonomi-Bisnis-Perbankan, Inggris-Indonesia,” Gadjah Mada University Press: Yogyakarta.

Ham, M; Jeger, M; Ivkonic, A.F. (2015) “The role of subjective norms in forming the intention to purchase green food,” Economic Research, vol. 28, no.1: pp. 738-748.

Hasan, K.N.S. “Kepastian Hukum Sertifikasi dan Labelisasi Halal Produk Pangan,” Jurnal dinamika Hukum, vol. 14, no. 2: pp. 28-238.

Hasan, Sofyan (2014), “Sertifikasi Halal dalam Hukum Positif: Regulasi dan Implementasi di Indonesia,” Aswaja Pressindo : Yogyakarta.

Kartono, K. (1996) “Pengantar Metoologi Riset Sosial,” Penerbit Mandar Maju: Bandung

KFC, (2015) “Annual Report 2015,” http://ar2015.kfcindonesia.com/#p=2, tanggal akses: 1 Desember 2016.

Lang, B. (2002), “Word of Mouth: What We Know and What We Have yet to Learn,” Journal of Consumer atisfication, Disatification and Complaining, vol. 15: pp. 1-118.

M2 Presswire (2014) “Consumer Foodservice by Location in Indonesia,” Bharat Book Bureau: Canada, USA.

Maholta, N.K. (2005), “Riset Pemasaran Pendekatan Terapan,” Indeks: Jakarta.

Malik, K; Khan, M.M.S. (2015) “Islamic Branding and Marketing: an Insight of Consumer Perception in Pakistan,” The Journal of Developing Areas, vol. 50, no. 5: pp. 354-362.

Martin, R. (1994) “US restaurant chains tackle challenges of Asian expansion,” Nation's Restaurant News 28(7): USA.

Matondang, Z. (2009), “Validitas dan Reliabilitas Suatu Instrumen Penelitian,” Jurnal Tabularasa PPS Unimed, vol. 6, no.1: pp 88-97.

MUI, Halal (2016) “Daftar Belanja Produk Halal,” LPPOM MUI: Jakarta: pp. 49-84.

Mukherjeea, S. R. (2014). “Global Halal: Meat, Money, and Religion,” Religions, vol. 5: pp. 22–75.

Mukhtar, A; Mohsin, B.M (2012), “Intetion to Choose Halal Product: The Role of Religiosity,” Journal of Islamic Marketing, vol. 3, no. 2: pp. 108-120.

Nasution, R. (2003), “Teknik Sampling,” USU digital library: Sumatra Utara: pp. 1-7.

Peter, J. P; Olson, J.C. (2001) “Consumer Behavior and Marketing Strategy,” McGraw Hill Higher Education: Amerika.

Prabowo, S, et al., (2015), “Revealing factors hindering halal certification in East Kalimantan Indonesia. ” Journal of Islamic Marketing, vol. 6, no. 2: pp. 268-291.

Rahman, A.A, et al., (2015), “Consumers and Halal Cosmetics Product: Knowledge, Religiosity, Attitude and Intention,” Journal of Islamic Marketing, vol. 6, no. 1: pp. 148-163.

Riaz, M.N. (2007), “Halal Food Production for the Cereal Industry and the Halal Certification Process,” Cereal Foods World, vol. 52, no. 4: pp. 192-195.

Salah A; Tawfik, et.al (2015), “The Effect of Attitude, Dimensions of Subjective Norm, and Perceived Behavior Control, on the Intention to Purchase Real Estate,” International Journal of Marketing Studies, vol. 7, no. 5: pp. 120-131.

Samori, Z, et al. (2014), “Understanding the Development of Halal Food Standard: Suggestion for Future Research,” International Journal of Social Science and Humanity, vol. 4, no.6: pp 482-486.

Shafiq, A (2014), “Multiple Halal Logos and Malays’ Belief: a Case of Mixed Signal,” International Food Research Journal, vol. 22, no. 4: 1727-1735.

Siala H. (2012), “Religious influences on consumers’ high-involvement purchasing decisions,” Journal of Service Marketing, vol. 27, no.7: pp. 579-589.

Sumadi (2016) “Model Minat Beli Daging Halal,” Ringkasan Disertasi Program Doktor Ilmu Ekonomi Universitas Islam Indonesia: pp. 1-40.

Sweeney, J., Soutar, G., Mazzarol, T. (2014), “Factors enhancing word-of-mouth influence: positive and negative service-related messages,” European Journal of Marketing, vol. 48, no. 1/2: pp. 336-359.

Tarkiainen, A. & Sundqvist, S. (2005), “Subjective Norms, Attitudes and intetions of Finnish Consumers in Buying Organic Food,” British Food Journal, 107(11): 808-822.

Tieman, M. & Ghazali, M. (2013), “Principles in Halal Purchasing,” Journal of Islamic Marketing, vol. 4, no. 3: pp. 281-293.

Umar, H. (2002) “Riset Pemasaran dan Perilaku Konsumen,” PT Gramedia Pustaka Utama: Jakarta.

Wijayanto, D. (2014), “Pengantar Manajemen,” PT Gramedia Pustaka Utama: Jakarta.

Wilson, J.A.J. & Liu, J. (2010), “Shaping the Halal into a brand?” Journal of Islamic Marketing,1(2): 107-123.

Yazid, et al. (2016), “Factors Affecting Muslim Student Awareness of Halal Product in Yogyakarta, Indonesia,” International Review of Management and Marketing, vol. 6: pp. 27-31.

Zailani, S, et al., (2015), “Drivers of halal orientation strategy among halal food firms,” British Food Journal, vol. 117, no. 8: pp. 143-216.

DOI: https://doi.org/10.18196/jesp.18.2.4035

Article Metrics

Abstract view : 5 times
PDF - 2 times


  • There are currently no refbacks.

JESP is indexed by:



Redaksi JESP UMY, Gedung E2 Lantai 2, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Yogyakarta
Jalan Brawijaya, Tamantirto, Kasihan, Bantul, Daerah Istimewa Yogyakarta 55183
Telp: (0274) 387656 ext.184
Fax: (0274) 387646
WA: +628112638191 (Managing Editor)
Email: jesp@umy.ac.id

Jurnal Ekonomi & Studi Pembangunan (JESP) is licensed under Creative Commons Attribution 4.0 International License.