the ewom to influence customers atittude and intentions to purchase of halal product
kunto Aji, Ratih Hurriyati, Mokh Adib Sultan
UPI
Abstract
Abstract Purpose – The purpose of this paper is to identify and determine the connection of various antecedents from educational literary works with Halal purchase intention. It also try to investigate which antecedents have the highest possible participation toward the development of Halal food purchase intention. Today consumers all over the world have an ever increasing demand for Halal products. Many researches have focused on Halal food perception, Halal understanding and its approval invarious areas of the world. approach – A total of 200 respondents were taken from cities of Indonesia to examine the relationship of factors that influence customer-s Halal purchase intention.Data were collected through structured questionnaire having seven-point Likert scale. It was divided into few sections with statements measuring EWOM, Religiosity, Attitude, and Purchase Intention. Findings – The paper draws the findings that most of the customers rely on Halal Marketing, Personal and Societal perception. On the other hand, least importance was given to their religious beliefs when making a purchase decision. The findings also suggest that customers are influenced by Halal Marketing and Branding practices of food products as they are being influenced by EWOM. It has also been found that customers are willing to spend considerable efforts and money to purchase Halal food. Originality/value – The paper clarifies the strategies for Halal food manufacturers and marketers who are following Islamic Marketing philosophy as a base for their marketing campaigns. The study also provides a detailed insight in to various behavioural, societal and marketing dimensions that guides the customers about their purchase intentions. Keywords Religiosity, Purchase intention, Halal certification, Halal food, Halal marketing
Keywords: ewom, attitude, purchase intentions, halal product
Topic: Marketing Management