Determinant of Muslim Consumers in Indonesia to Purchase MSMEs Products: Does Halal Certification Matters?
Keywords:
TPB, Halal-Certified, Religiosity, Purchase Intention, MSMEs Products
Abstract
Background: Indonesia has the world’s largest Muslim population, which drives strong demand for halal-certified products due to religious obligations. Understanding what influences Muslim consumer behavior is essential.
Method: This study adopts a quantitative approach with purposive sampling. Data were collected through surveys in Indonesia during October 2023, yielding 308 valid questionnaires. Analysis was performed using Structural Equation Modeling - Partial Least Squares (SEM-PLS) via SmartPLS 3. The Theory of Planned Behavior (TPB) guided the investigation into factors affecting purchase intentions for halal-certified products from Micro, Small, and Medium Enterprises (MSMEs).
Results: Findings show that halal certification, religiosity, subjective norms, halal awareness, consumer satisfaction, and trust significantly influence purchase intentions. Conversely, perceived behavioral control and attitudes do not significantly affect purchase intention.
Conclusion: Enhancing halal knowledge and awareness is a key strategy to increase Muslims’ purchase intentions for MSME halal products. Policymakers and halal certification authorities should enforce consistent inspections on MSME products to ensure alignment with Islamic principles, thereby boosting consumer confidence.
References
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Hashim, A. J. C. M., & Musa, R. (2013). Modeling the Effects on the Attitude of Young Adult Urban Muslim Women towards Halal Cosmetic Products: New Insights for Championing the Halal Economy. International Journal of Education and Research, 1(7), 1–8.
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Icek Ajzen. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(1), 179–211. https://doi.org/10.47985/dcidj.475
Imam Ghozali & Hengky Latan. (2015). Partial Least Squares konsep, teknik dan aplikasi menggunakan program SmartPLS 3.0. UNDIP Press.
Iranmanesh, M., Mirzaei, M., Parvin Hosseini, S. M., & Zailani, S. (2020). Muslims’ willingness to pay for certified halal food: an extension of the theory of planned behaviour. Journal of Islamic Marketing, 11(1), 14–30. https://doi.org/10.1108/JIMA-03-2018-0049
Jalil NSA, Tawde AV, Zito S, Sinclair M, Fryer C, Idrus Z, P. C. (2018). Attitudes of the public towards halal food and associated animal welfare issues in two countries with predominantly Muslim and non-Muslim populations. PLoS One, 13(10).
Jamaludin, M. A., Abdullah, M. S., & Hashim, Y. Z. H. (2019). The Emergence of Global Halal Industry Ecosystem. Journal of Halal Industry and Services, Inhac 2016, 2018.
Julvirta, E., Permatasari, M., Ningrum, U. D. A. W., Rusmiana, R., & Gaol, R. N. L. (2022). The Effect of the Halal Certification Label on the Activities of Culinary Business Actors and Non-Muslim Tourists in Palembang. SIGn Jurnal Hukum, 3(2), 101–120. https://doi.org/10.37276/sjh.v3i2.130
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Published
2025-10-19
How to Cite
Ali Azhar, J., & Sodik, F. (2025). Determinant of Muslim Consumers in Indonesia to Purchase MSMEs Products: Does Halal Certification Matters?. Sharia Economic and Management Business Journal (SEMBJ), 6(3), 105-122. https://doi.org/10.62159/sembj.v6i3.2164
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