Determinants of halal food purchase decisions for Go Food and Shopee Food users

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Indonesia is one of the world’s biggest halal food product and service consumers. The halal industry will continue to expand as the Muslim community’s needs grow. Therefore, application development for online halal food providers through the Go Food and Shopee Food platforms is in high demand. This paper aims to analyze the determinants of Go Food and Shopee Food users’ halal food purchase decisions. The theory of planned behavior (TPB), the theory of consumer behavior, and the unified theory of acceptance and utilization of technology (UTAUT2) were used. The research sample consists of Go Food and Shopee Food users chosen randomly from a pool of 104 respondents. The data were collected using a questionnaire developed from previous studies and the theories applied (TPB and UTAUT2). Respondents received questionnaires online via Google Forms. Path analysis was used in this study. The findings show that TPB constructs can adequately explain halal food purchase behavior. The attitude toward the purchase of halal food and subjective norms affect the user’s intentions to purchase halal food. The coefficients are 0.291 and 0.379, with a p-value < 0.001. The user’s intention determines the positive decision to purchase halal food with a coefficient of 0.843 and a p-value < 0.001. Halal awareness is a powerful predictor with a coefficient of 0.206 and a p-value of 0.014. However, perceived behavioral control, halal literacy, religious commitment, financial literacy, and UTAUT2 constructs (price value, hedonic motivation, and habit) were not found to determine the intention to purchase halal food.

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    • Figure 1. Theoretical framework of planned behavior
    • Figure 2. Research framework
    • Figure 3. Path analysis results
    • Table 1. Operational definitions of research variables
    • Table 2. Reliability test results
    • Table 3. Hypotheses testing results
    • Conceptualization
      Fachrurrozie, Muhsin, Norzaidi Mohd Daud
    • Formal Analysis
      Fachrurrozie, Hasan Mukhibad, Norzaidi Mohd Daud
    • Funding acquisition
      Fachrurrozie, Muhsin, Ahmad Nurkhin
    • Investigation
      Fachrurrozie, Ahmad Nurkhin, Hasan Mukhibad, Norzaidi Mohd Daud
    • Methodology
      Fachrurrozie, Muhsin, Hasan Mukhibad
    • Validation
      Fachrurrozie, Ahmad Nurkhin
    • Writing – original draft
      Fachrurrozie, Muhsin, Ahmad Nurkhin
    • Writing – review & editing
      Fachrurrozie, Ahmad Nurkhin, Norzaidi Mohd Daud
    • Supervision
      Muhsin, Ahmad Nurkhin, Hasan Mukhibad
    • Data curation
      Ahmad Nurkhin, Hasan Mukhibad
    • Project administration
      Ahmad Nurkhin, Hasan Mukhibad
    • Visualization
      Ahmad Nurkhin, Hasan Mukhibad