The Influence of Islamic Branding, Maslahah Perception, and Religiosity on Halal Product Purchase Decisions through Purchase Intention
DOI:
https://doi.org/10.59525/jess.v4i2.862Keywords:
Islamic Branding; Maslahah Perception; Religiosity; Purchase Interest; Halal Product Purchase DecisionAbstract
This study aims to determine the role of Islamic law in young Muslim consumers in consuming halal products. Growing technology has positive and negative impacts on the lives of Muslims, especially the younger generation, the intermingling of materialism, hedonism and utilitarianism culture in the younger generation has an impact on changing behavior as Muslims, especially in consumption behavior according to Islamic law, a preliminary survey of researchers to Muslim consumers The young generation in East Java shows that consumptive behavior in purchasing products without finding out the type of product consumed in terms of Islamic law, but rather as a basis for meeting the needs of life. The results found that Islamic branding, perceptions maslahah and religiosity have a very strong influence on buying interest and purchasing decisions for halal products. Purchase interest mediates the influence of Islamic branding, perceptions of maslahah and religiosity on the decision to purchase halal products. Empirically the results of this study indicate that Islamic law has an important role in regulating the behavior of young Muslim consumers in the State Islamic Religious College students in East Java in purchasing halal products
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Ali, J. Z., & Sukhabot, S. (2019). Behavioral intentions of different religions Purchasing halal logo products at convenience stores in Hatyai. Journal of Islamic Marketing, 11(3).
Arif, M. N. R., & AlAmalia, E. (2010). Teori Mikro Ekonomi: Suatu Perbandingan Ekonomi Islam & Ekonomi Konvensional. Kencana Prenada Group.
Augustinah, Fedianty, Dwijosusilo, & Kristyan. (2018). Pengaruh Label Halal Dan Religiusitas Terhadap Minat Beli Dan Keputusan Pembelian. Jurnal Sketsa Bisnis, 5(1), 49–59.
Awan, M, H., & Nabeel, A. (2015). Faktor yang mempengaruhi niat beli Halal - bukti dari sektor makanan Halal Pakistan. Tinjauan Riset Manajemen, 38(6), 640–660.
Bukhari, Syed Faheem Hasan, Woodside, M, F., Hassan, Saikh, & Rumman. (2019). Is religiosity an important consideration in Muslim consumer behavior: exploratory study in the context of western imported food in Pakistan. Journal of Islamic Marketing, 10(4), 1288–1307.
Butt, & Mohsen, M. (2016). MNC dan pengaruh agama di pasar global Penggerak ekuitas merek halal berbasis konsumen. Tinjauan Pemasaran Internasional, 34(6), 885–908.
Desmayonda, A., & Trenggana, A. F. M. (2019). Pengaruh Label Halal Terhadap Keputusan Pembelian Dengan Religiusitas Sebagai Variabel Intervening Di Mujigae Resto Bandung. Dinamika Ekonomi: Jurnal Ekonomi, 12(1), 180–196.
Elvira, R. (2015). Pengaruh Persepsi Konsumen Muslim Tentang Maslahah Terhadap Keputusan Konsumsi Terbatas Hanya Pada Komoditas Halal (Studi: Mahasiswa Fakultas Syariah dan Ekonomi Islam Tahun 2015). Jurnal Manhaj, 4(2), 178–188.
Fatmawati, N., & Firdaus, R. (2021). The mediating effect of halal product awareness in the relationship between religiosity and purchase intention. Jurnal Syar’ie: Ekonomi dan Bisnis Islam, 3(2), 112–125.
Fitriya, E. (2017). Analisis Pengaruh Islamic Branding Terhadap Keputusan Konsumen Untuk Membeli Produk. Jurnal Ilmiah Akuntansi Indonesia, 2(1), 31–41.
Geiger-Oneto, Stephanie, & Minton, E. A. (2019). How religiosity influences the consumption of luxury goods: exploration of the moral halo effect. European Journal of Marketing, 53(12), 2530–2555.
Ghozali, I. (2014). Structural Equation Modeling, Metode Alternatif dengan Partial Least Square (PLS) (4th ed.). Badan Penerbit Universitas Diponegoro.
Gilarso, T. (2003). Pengantar Ilmu Ekonomi Mikro. Kanisius.
Hasan, A., & Yusuf, A. O. (2019). Menjelajahi dampak religiusitas dan budaya pada niat pembelian barang fashion mewah Sebuah studi perilaku pada konsumen Muslim Nigeria. Jurnal Pemasaran Islami, 10(3), 768–789.
Hassan, N. M., Rahim, N. A., & Yusof, S. A. M. (2023). Halal awareness, attitude and purchase intention: A study among Gen Z Muslims in Southeast Asia. Journal of Islamic Marketing, 14(4), 823–841.
Jaiyeoba, H. B., Abdullah, M. A., & Dzuljastri, A. R. (2019). Halal certification mark, brand quality, and awareness. Do they influence buying decisions of Nigerian consumers? Journal of Islamic Marketing, 11(6), 1759–0833.
Kata data. (2019). Indonesia negara dengan penduduk muslim terbesar dunia. Databoks.Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2019/09/25/indonesia-negara-dengan-penduduk-muslim-terbesar-dunia
Legowati, D. A., & Albab, F. N. U. (2019). Pengaruh Attitude, Sertifkasi Halal, Promosidan Brand terhadap Purchase Intention. Journal of Islamic Economics, Finance, and Banking, 2(1), 39–53.
Mardalis, A., & Utami, S. (2018). Students ’Care Of Cosmetic Products And The Impact On Buying Intention (8th ed.). University Research Colloquium.
Mohammad Mohsin, B., Susan, R., Stepehen, W., & Junaid Ui, H. (2017). MNCs and religious influences in global markets : drivers of consumer-based halal brand equity. International Marketing Review, 34(6), 885–908.
Muflih, M. (2006). Perilaku Konsumen Dalam Perspektif Ilmu Ekonomi Islam. PT Raja Grafindo Persada.
Muhammad A. (2009). Ensiklopedi Fiqh Muamalah dalam Pandangan Empat Mazhab. Maktabah Al-Hanif.
Nasrullah, M. (2015). Islamic Branding, Religiusitas Dan Keputusan Konsumen Terhadap Produk. Jurnal Hukum Islam (JHI), 13(2), 79–87.
Nurhayati, T., & Hendar. (2016). Personal intrinsic religiosity and product knowledge on halal product purchase intention Role of halal product awareness. Journal of Islamic Marketing, 11(3).
Rahman, A. A., Noor, N. M. M., & Isa, S. M. (2022). Religiosity as a determinant of halal consumption: A cross-country study. International Journal of Consumer Studies, 46(5), 1027–1040.
Schiffman, L. G., & Kanuk, L. L. (2010). Perilaku Konsumen. PT Indeks Gramedia.
Setyowati, H., Rinuastuti, B. H., & Saufi, A. (2017). No Title. Journal Magister Manajemen Universitas Mataram, 6(2).
Sofhian, & Sulaeman, S. N. A. (2017). Pengaruh Kualitas Produk dan Religiusitas Terhadap Keputusan Nasabah dalam Memilih Asuransi Syariah di PT. Prudential Life Anssurance Cabang Kota Gorontalo. Jurnal Studi Ekonomi Dan Bisnis Islam, 2(1), 155–182.
Somantri, G. (2018). The Aspects Of Islamic Branding In Purchasing Decisions For Wardah Cosmetic Products By Consumers Of The Faculty Of Economics And Business At Muhammadiyah University Of Yogyakarta With Religiosity As A Moderating Variable. Repository UMY. http://repository.umy.ac.id/handle/123456789/23858
Talib, M. S. A., Sawari, S. S. M., Hamid, A. B. A., & Chin, T. A. (2016). Emerging halal food market: an institutional theory of halal certificate implementation. Management Research Review, 39(9), 987–997.
Utami, W., Sangen, M., & Rachman, M. Y. (2015). Analisis Pengaruh Religiusitas,Kelompok Referensi Dan Motivasi Terhadap Keputusan Menabung Di Bank Syariah (Studi Pada Nasabah Bank Syariah di Kota Banjarmasin). Jurnal Wawasan Manajemen, 3(1), 79–89.
Wahyuningtyas, Y. F., & Widiastuti, D. A. (2015). Analisis Pengaruh Persepsi Risiko, Kemudahan Dan Manfaat Terhadap Keputusan Pembelian Secara Online (Studi Kasus Pada Konsumen Barang Fashion Di Facebook). Jurnal Kajian Bisnis, 23(2), 112–120.
Wibowo, S. F., Rosmaulli, D., & Suhud, U. (2015). No Title. Jurnal Riset Manajemen Sains Indonesia, 6(1), 440–456.
Yusof, M. N., Hasan, R., & Ramli, N. (2022). Islamic values and youth consumer behavior: Evidence from halal cosmetic products in Indonesia. Cogent Business & Management, 9(1), 2049097.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Fakaruzzaman Hidayatullah
This work is licensed under a Creative Commons Attribution 4.0 International License.
