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All Journal Shirkah: Journal of Economics and Business International Journal of Applied Business Research
Wisnu Kusuma, Tri Atmaja Pramudita
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Islamic Branding and Product Ingredients: Non-Muslim Dilemma in Consuming Halal Meat Anggraeni, Erike; Normasyhuri, Khavid; Wisnu Kusuma, Tri Atmaja Pramudita
Jurnal Internasional Penelitian Bisnis Terapan Vol 6 No 01 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/ijabr.v6i01.352

Abstract

Consuming halal foods is unarguably a matter of need for every Muslim. Today, the interest in eating halal cuisine is even growing not only for Muslims but also non-Muslims because the COVID-19 pandemic, which emerged lately, has emphasized a lack of people’s health and sanitation. This study intends to investigate how non-Muslim customers' perceptions of Islamic branding affected their purchase decisions of halal food during the COVID-19 pandemic. A number of 500 non-Muslim respondents took part in this study by answering questions for this quantitative research. The data was then analyzed using SmartPLS 3.0. The results revealed that there was a significant correlation between Islamic branding and product ingredients and non-Muslims intention of choosing halal food during COVID-19. This tendency is due to the fact that halal food is guaranteed qualified since it is delicious and prepared in clean and healthy way.
Purchase Decisions among Non-Muslim: The Role of Islamic Branding, Product Ingredients, and Islamic Social Environment Anggraeni, Erike; Normasyhuri, Khavid; Wisnu Kusuma, Tri Atmaja Pramudita
Shirkah: Journal of Economics and Business Vol. 10 No. 1 (2025)
Publisher : UIN Raden Mas Said

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22515/shirkah.v10i1.597

Abstract

The influence of acculturation on non-Muslims’ purchase decisions remains an unanswered question. Thus, the impact of the Islamic environment on non-Muslim purchase decisions requires further exploration. This study examines how Islamic branding and product ingredients affect purchase decisions and whether the Islamic social environment can strengthen or weaken this relationship for non-Muslim consumers. This study employed a quantitative approach using SmartPLS 3.0. Data were collected from 500 non-Muslim respondents using purposive sampling. The results indicate that both Islamic branding and product ingredients significantly influence non-Muslim purchase decisions, highlighting the growing importance of ethical and cultural considerations in consumer behavior. Moreover, the Islamic social environment plays a crucial role in moderating this relationship, further strengthening the impact of Islamic branding and product ingredients on purchase decisions. These findings suggest that non-Muslim consumers are not only responsive to the intrinsic qualities of products but are also influenced by the broader Islamic social context in which these products are marketed. This offers valuable insights for the government and companies in developing effective strategies to market Indonesian halal meat products to non-Muslim consumers globally. A deeper understanding of non-Muslim purchasing behavior can enhance their position in the halal industry.
Co-Authors Erike Anggraeni Normasyhuri, Khavid