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Theory of Planned Behavior to Predict Purchase Intention with Religiosity and Country of Origin as Moderating Effect: A Study Case of Halal Fast Food
Tessa Mariana (2021) | Skripsi | Manajemen
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Currently, the halal fast food industry has developed, especially in Muslim-majority countries such as Indonesia. However, studies to examine the factors influence consumers to buy the food products have not been widely conducted. This research was conducted to determine consumer buying interest in halal fast food using Theory of Planned Behavior to measure purchase intention with moderating variables namely religiosity and country of origin. This study used 438 Muslim respondents who consumed halal fast food. Furthermore, to test the models and hypotheses, data were analyzed using Smart PLS software. The results of this study indicate that attitudes, subjective norms, and behavioral control have a positive and significant effect on purchase intention. Whereas, country of origin does not give significant effect on attitude and subjective norms, instead it has negative effect on perceived behavioral control. Also, religiosity has negative impact significantly on attitude and perceived behavioral control, and it does not have signifficant effect on subjective norms. Thus, to build consumer buying intention, fast food company must meet halal standard and be able to build a positive experience and convince the consumer that their food is not only suitable for their needs, but also liked by the people in their environment.