Determinan Perilaku Beli Produk Bahan Makanan Berlogo Halal

sumadi sumadi(1*)

(1) Universitas Islam Indonesia
(*) Corresponding Author


This study aims to identify the impact of halal logo toward halal food, attitudes, subjective norms and attitudes on buying interest and buying behavior for groceries with halal logo.Empirical research was conducted in this study by consumer survey. The population are Muslim in Indonesia with non-probability sampling and the target of those who are selected and voluntarily. This study used 256 sampless. Data collected using questionnaires that were distributed directly to target respondents through direct face-to-face media and through google form. The data were analyzed using the Structural Equation Modeling (SEM) version of the AMOS statistical analysis tool. The results of the study concluded that there is a positive and significant impact between the halal food logo on attitudes towards halal food objects. Subjective attitudes and norms have a positive and significant influence on buying interest and buying behavior for halal food. The independent variables of the halal logo for halal food and subjective norms can both be used as factors (determinants) to predict the behavior of buying halal food.


halal logo, attitude, subjective norm, purchase intention, purchase behavior.

Full Text:



Abdul, M., Ismail, H., Hashim, H., & Johari, J. (2009). Consumer decision making process in shopping for halal food in Malaysia. China-USA Business Review, 8(9).

Ashraf , M.A., (2019). Islamic marketing and consumer behavior toward halal food purchase in Bangladesh, Journal of Islamic Marketing, Vol. 10 No. 3, 2019, pp. 893-910, © Emerald Publishing Limited, 1759-0833, DOI 10.1108/JIMA-03-2018-0051.

Ajzen, I. (1991), “The theory of planned behavior”, Orgazizational Behavior and Human Decision Process, 50, pp.179-211.

Ajzen, I. (2005), Attitudes, Personality, and Behavior, (2nd. Edition), Milton-Keynes, England: Open University Press / McGraw-Hill.

Al-Kwifi, Osama Sam & Khoa, Tran & Ongsakul, Viput & Zafar, Ahmed. (2019). Determinants of female entrepreneurship success across Saudi Arabia. Journal of Transnational Management. 25. 1-27. 10.1080/15475778.2019.1682769.

Bashir, A.M. (2019). Effect of halal awareness, halal logo and attitude on foreign consumers’ purchase intention. British Food Journal, Vol. 121 No. 9, pp. 1998-2015.

Badan Pengembangan dan Pembinaan Bahasa (2016). Kamus Besar Bahasa Indonesia. Edisi ke-5. Jakarta : Balai Pustaka.

Baron, R. A, & Byrne, D. E. (2002). Social Psychology. USA : Pearson.

Chaudari, R. ( 2018). Green buying behavior in India: an empirical analysis, Journal of Global Responsibility, Vol. 9 No. 2, 2018 pp. 179-192, © Emerald Publishing Limited, 2041-2568 , DOI 10.1108/JGR-12-2017-0058.

Departemen Agama RI (1998). Al-Quran Al Karim dan Terjemahannya ,Semarang: PT Karya Toha Putra.

Fishbein, M., & Ajzen, I. (1975). Beliefs, Attitude, Intention and Behavior. New York: Reading, Mass : Addison-Wesley Pub. Co

Gabriella, S dan Kurniawati: (2021). Anteseden Halal Purchase Behavior, Benefit: Jurnal Manajemen dan Bisnis, Volume 6, nomor 2, Bulan Desember: hlm 25-48 ISSN: 1 410-4571, E-ISSN: 2541-2604

Hair, J.F., Ralph, E.A., Ronald, L.T, and William, C. B. (2006), Multivariate Data Analysis, 5th ed. Upper Saddle River, NJ: Prentice Hall.

Hanafiah, M.H and Hamdan, M.H. (2021), Determinants of Muslim travelers Halal food consumption attitude and behavioural intentions, Journal of Islamic Marketing, Vol. 12 No. 6, 2021pp. 1197-1218 © Emerald Publishing Limited, 1759-0833, DOI 10.1108/JIMA-09-2019-0195.

Https://, Maret 2022.

Ireland, J., & Rajabzadeh, S. A. (2011). UAE Consumer Concerns About Halal Products. Journal of Islamic Marketing, 2(3), 274–283. ttps://

Ishak, S., Omar, A.R.C, Khalid, K., Ghafar, I.S (2019). Cosmetics purchase behavior of educated millennial Muslim females, Journal of Islamic Marketing Vol. 11 No. 5, 2020 pp. 1055-1071 © Emerald Publishing Limited 1759-0833 DOI 10.1108/JIMA-01-2019-0014

Iqbal, M. (2005). Ramadan dan Pencerahan Spiritual. Jakarta: Erlangga.

Kotler, P., & Amstrong, G. (2018). Principles of Marketing (16Th Editi). Edinburg: Pearson.

Kotler, P., & Keller, K. L. (2018). Marketing Management 15th, Global Edition. New York: Pearson.

Kothari, C, (2004) Research Methodology methods and techniques, 2 nd rev. ed. New Delhi: New Age International (P) Limited Publishers

Kothari, C, (2004) Research Methodology methods and techniques, 2 nd rev. ed. New Delhi: New Age International (P) Limited Publishers

Mazhar,W., Jalees,T., Asim., Alam., Zaman., (2021). Psychological consumer behavior and sustainable green food purchase, Asia Pacific Journal of Marketing, and Logistics, © Emerald Publishing Limited 1355-5855, DOI 10.1108/APJML-05-2021-0317

Memon, Y.J., Azhar, S.M., Haque, R., and Bhutto, N.A., (2019). Religiosity as a moderator between theory of planned behavior and halal purchase intention, Journal of Islamic Marketing, Vol. 11 No. 6, 2020, pp. 1821-1836, © Emerald Publishing Limited, 1759-0833, DOI 10.1108/JIMA-01-2019-0006

Mothersbaugh, D. L., & Hawkins, D. I. (2016). Consumer Behavior. New York: Mc Graw-Hill Irwin

Muhamad, N., Leong, V. S., & Isa, N. M. (2017). Does the country of origin of halal logo matter? The case ofpackaged food purchases. Review of International Businessand Strategy, 24(4), 484–500.

Nurhayati, T. dan Hendar, H. (2020), "Personal intrinsic religiosity and product knowledge on halal product purchase intention: Role of halal product awareness", Journal of Islamic Marketing, Vol. 11 No. 3, pp. 603-620.

Osama Sam Al-Kwifi, Tran Tien Khoa, Viput Ongsakul & Zafar U. Ahmed (2020) Determinants of female entrepreneurship success across Saudi Arabia, Journal of Transnational Management, 25:1, 3-29. DOI: 10.1080/15475778.2019.1682769

Qardhawi, Y. (2000). Halal dan Haram dalam Islam. Surabaya: PT Bina Ilmu.

Quoquab, F., Mohamed Sadom, N.Z. and Mohammad, J. (2020), "Driving customer loyalty in the Malaysian fast food industry: The role of halal logo, trust and perceived reputation", Journal of Islamic Marketing, Vol. 11 No. 6, pp. 1367-1387.

Sakr, A.H. (2006). Understanding Halal Foods: Fallacies and Facts. Lombard IL: Foundation For Islamic Knowledge.

Salem, M. Z. (2018). Effects of perfume packaging on Basque female consumers purchase decision in Spain. Management Decision, 56(8), 1748–1768. /MD-04-2017-0363

Sayogo, D.S. (2018), "Online traceability for halal product information: perceptions of Muslim consumers in Indonesia", Journal of Islamic Marketing, Vol. 9 No. 1, pp. 99-116.

Saunders, M., Lewis,P., Thornhil A. (2016) Research Methods for Buseness Students ,7 th Ed, London: Pearson.

Schiffman, L. G., & Kanuk, L. L. (2010) Consumer Behavior (Tenth Edit). New Jersey: Pearson, Prentice Hall.

Sekaran, U., Bougie R. (2016) Research Methods for Business, New Jersey: Willey.

Susanto, R.K., dan Sahetapi, L. W., (2021) Pengaruh Sikap, Norma Subyektif, dan Kontrol Perilaku terhadap Minat Beli Produk Levi’s pada Generasi Milenial. Agora vol. 9, no. 2.

Sumadi. (2016). Peranan Kepercayaan Kepada Penjual Dan Label Halal Terhadap Minat Beli Daging Halal. Benefit: Jurnal Manajemen dan Bisnis, Volume 1, nomor 2, Bulan Desember: hlm 120-130 ISSN: 1 410-4571, E-ISSN: 2541-2604

Tuhin, M.K.W., Miraz, M.H., Habib, M.M. and Alam, M.M. (2022), "Strengthening consumers’ halal buying behaviour: role of attitude, religiosity and personal norm", Journal of Islamic Marketing, Vol. 13 No. 3, pp. 671-687.

Windiana, L., dan Putri D.N., (2021). Pengaruh logo Halal terhadap Sikap dan Minat Beli Konsumen UMM Bakery, Jurnal Ekonomi Pertanian dan Agribisnis (JEPA) issn: 2614-4670 (p), issn: 2598-8174 (e) volume 5, nomor 4 (2021): 1206-1216. Https://

Vanany.I, Soon, J.M; Maryani, A; Wibowo, B.M. (2020), Determinants of halal-food consumption in Indonesia, Journal of Islamic Marketing, Vol. 11 No. 2, 2020, pp. 507-521, © Emerald Publishing Limited 1759-0833, DOI 10.1108/JIMA-09-2018-0177

Article Metrics

Abstract view(s): 473 time(s)
PDF: 861 time(s)


  • There are currently no refbacks.