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Eduvest � Journal of
Universal Studies Volume 4, Number
12, December, 2024 p- ISSN 2775-3735- e-ISSN 2775-3727 |
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The Influence
of The Halal Logo on the Purchase Decision of 7-Eleven
Ready-To-Eat Food in Bangkok |
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Hana Rolisa1*, Muhammad Iqbal2,
Yeni Susanti3 Raden Intan State Islamic University, Lampung, Indonesia123 |
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ABSTRACT |
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The halal logo is a
certification label in the form of halal writing in Arabic to mark whether or
not a product is halal in accordance with Islamic law. The purpose of this
study is to analyze the influence of the halal logo on the purchase decision
of 7-Eleven ready-to-eat food in Bangkok Muslims moderated by primary needs
in the perspective of Islamic business. This type of research is descriptive
with a quantitative approach. The population in this study is the Muslim
community who buy and consume ready-to-eat food at 7-Eleven, Bangkok Thailand
with a sample of 100 people, which was taken using the purposive sampling
method. The research instrument in this scientific article uses
questionnaires and analysis techniques with Sem PLS. The results of the study
show that the halal logo has a significant positive influence on the decision
to buy ready-to-eat food with the halal logo on the Muslim community in
Bangkok. Primary needs have a positive and significant influence on the
decision to buy ready-to-eat food with the halal logo on the Muslim community
in Bangkok. Primary needs can moderate the influence of the halal logo on the
decision to purchase ready-to-eat food with the halal logo on the Muslim
community in Bangkok. This research is expected to be able to increase the
insight of the Bangkok Muslim community to make purchases only on halal
products in order to increase sales of halal products and provide the effect
of increasing the sales volume of ready-to-eat food with halal logos in
Bangkok, Thailand. |
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KEYWORDS |
Halal
Logo, Purchase Decision, Fast Food, 7-Eleven, Primary
Needs |
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This work
is licensed under a Creative Commons Attribution-ShareAlike
4.0 International |
INTRODUCTION
�������� A
purchase decision is where the consumer is aware and carries out the phase of
making an honest purchase decision (Aandrian, 2022). Purchase
Decision can also be said to be the action of a consumer to buy or not buy a
product. In this study, the focus is on the decision to purchase ready-to-eat
food at 7-Eleven, Bangkok, Thailand. Bangkok's Muslim community needs
ready-to-eat food because some people there are so busy that they don't have
more time to cook for themselves. aamentioned that
the Muslim community in Bangkok faces challenges in finding halal food that
suits their needs, especially in the midst of daily hustle and bustle. With
this, some Muslims there prefer to buy ready-to-eat food which of course has a
halal logo. With ready-to-eat food that has a Halal Logo on the product
packaging, it will make Muslims safe with the food they consume will also be
more practical.
�������� A
halal logo is a halal image, sketch, or writing as a halal sign of a certain
product from a company, and a small industry that is guaranteed that the
product is in accordance with Islamic law (Rivki, Bachtiar, Informatics, Engineering, &
Indonesia, 2019.). Halal
certification in Thailand is overtaken by Central Islamic Council of
Thailand (CICOT) which is an institution of Thai scholars
associations at the national level and an institution that regulates the halal
logo in Thailand. CICOT has an institution Halal Standard Institute
of Thailand who are in charge of inspecting and certifying Thai products (Faridah, 2019). Thailand's halal
logo uses the word "halal" in Arabic with a full green theme, inside
a rhombus rectangle outside which there are green stripes. Thailand is a
country that has a small or minority Muslim population in Southeast Asia. This
is followed by the population level in the Bangkok area, Thailand. Based on a
report on the United Nations � World Population Prospects, the number of people
in Bangkok in 2024 is 11,234,000 people, while the number of Muslim people
living in Bangkok is around 600,000 people (Pokhrel, 2024).
�������� With
this, the Muslim community in Bangkok is about 5.34% of the total population
living in the Bangkok area, Thailand. Thailand is a country with a majority
Buddhist population. However, halal certification, especially in terms of food,
has been carried out well (Mania, 2019). The halal
industry has grown rapidly along with other global companies around the world.
This is reflected in the fact that more and more countries are interested in
developing and accepting the halal concept for market reasons and product
quality. Although Thailand is not a Muslim-majority country, the Government
supports halal certification because of economic interests. For Muslims,
consuming halal food is an obligation that must be fulfilled and cannot be
abandoned. This is in accordance with Islamic teachings that prohibit its
people from consuming haram foods (Hamdanah, 2023).
�������� Allah
SWT. It is said in Surah Al-Maidah verse 88:
وَكُلُوْا
مِمَّا
رَزَقَكُمُ
اللّٰهُ حَلٰلًا
طَيِّبًاۖ
وَّاتَّقُوا
اللّٰهَ الَّذِيْٓ
اَنْتُمْ
بِهٖ
مُؤْمِنُوْنَ
�Meaning:
Eat what Allah has bestowed upon you as a halal and good sustenance, and fear
Allah in whom you believe. (Q.S.
Al-Maidah [5]: 88).
In Bangkok, despite efforts for halal
certification, halal-certified ready-to-eat food options are still limited (Lutfee Hayeuma, 2022). This creates
difficulties for consumers, especially Muslims, who want to ensure that the
food they consume is in accordance with Islamic teachings. Even though in the
research (Li et al., 2020) shows that
adolescents in low- and middle-income countries consume fast food, Thailand is
the highest country with the prevalence of consuming ready-to-eat food 4-7
times a week, which is 43.3%; 40.4�46.1%. So it can be
concluded that Thailand needs quite a lot of ready-to-eat food with a halal
logo. The Halal logo has the potential to influence the food purchase decision
by the Muslim community in 7-Eleven Thailand. According to statista data, in
2023 there will be around 14,545 7-Eleven outlets in Thailand, which shows an
increase from the previous year. Meanwhile, many Muslims need halal food, for
example products sold by minimarkets 7-Eleven. 7-Eleven is one of
the minimarkets that offers a franchise business, by selling several types of
products including ready-to-eat food with halal logos. This makes 7-Eleven as
one of the places often visited by Muslims to buy food. One of the main reasons
for this study is that halal logos give Muslim consumers confidence, which has
a big impact on their decision to buy goods. This study will show that
consumers are more likely to buy goods with halal logos because it shows that
the goods meet sharia standards.
By considering
primary needs as a moderation variable, this study emphasizes that the
influence of halal logos on purchasing decisions becomes stronger when basic
consumer needs are met. This means that the influence of the halal logo on
purchasing decisions does not stand alone, but is influenced by other factors,
namely primary needs. Primary needs are basic human needs such as food, drink,
and clothing. In this context, the primary need for food is a factor that
moderates the relationship between the halal logo and the purchase decision.
According to psychologist Abraham Maslow, primary needs
are the most basic level of needs in the hierarchy of human needs (Maslow,
1943). These needs must be met first before humans can focus on higher needs,
such as compassion, appreciation, and self-actualization. Primary needs are
basic needs that must be met to ensure human survival and welfare. Therefore,
what is used as a variable in this study is primary needs. This shows that
spiritual and practical aspects are interconnected in Muslim consumer behavior.
Based on research (Harahap, 2020) Empirical evidence was found that halal labels
have a positive effect on the purchase needs of food and beverage products. In
line with Harahap's findings, (Alfaini & Suprapti, 2023) It also states that the halal label has a positive and
significant effect on purchasing decisions. As for (Alfiah & Muflikha, 2022) It also shows that the halal label has a positive and
significant effect on consumer purchasing decisions of Samyang noodle products
in Prigen District. However, contrary to the findings (Sitompul, 2021) which states that halal labels have a negative and
significant effect on moderating knowledge on purchasing decisions. The same is
true for the sitompul research, (Rahayu & Resti, 2023) It was also found that the results of the halal label
did not have a positive effect on the purchase decision. Based on the
background and previous research contained in this study, it can be concluded
that the halal logo on purchase decisions has been inconsistent in previous
research. Therefore, the researcher wants to add primary needs as a moderation
variable for novelty in this study. So the following
hypothesis is obtained:
H1: Halal
logos have a positive influence on purchasing decisions
H2:
Primary needs moderate the relationship between the halal logo and the purchase
decision
Logo
Halal
A
halal logo is a halal image, sketch, or writing as a halal sign of a certain
product of a company, and a small industry that is guaranteed that the product
is in accordance with Islamic law (Rivki et al., 2019.). In this study,
the halal logo was measured using several factors, including; Knowledge, Trust,
and Judgment. This halal logo is useful for providing accurate, clear, and
complete information to the public (Greetings, 2020). With the halal
logo, customers can get the correct information about the quality of the goods
and services in circulation, so they can make a decision before buying or
consuming the product. The Halal logo is able to moderate if a Muslim has
awareness of the sharia taught in Islam.
Purchase
Decision (Theory of Planned Behaviour (TPB))
A
purchase decision is where the consumer is aware and carries out the phase of
making an honest purchase decision (Andrian, 2022). A purchase
decision can be interpreted as an intention/action/behavior of a consumer. This
study refers to the Theory of Planned Behaviour (TPB), based on the assumption
that behavioral intention is not sufficiently influenced by attitude towards
behavior and subjective norms, but is also influenced by perceived behavioral
control (Ajzen, 1991). TPB is a development of Theory Reasoned Action (TRA)
which is used in consumer behavior. In TRA, explaining that behavior is only
influenced by intentions, attitudes, and subjective norms, TRA explains that
attitudes affect behavior through a careful and reasoned decision-making
process (Ummah, 2019).
Primary
Needs
Primary
needs are the main needs that humans must meet for their lives. Living humans
will need clothing, food, and boards to continue their proper lives (Zamroni,
2015). When a person is hungry and feels like they need food urgently, they are
more likely to make decisions impulsively. Various factors, such as urgent
needs, minimal availability of options, and customer perception of halal logos
greatly influence the decision to buy ready-to-eat food with halal logos.
Therefore, companies should understand how the halal logo and the needs of
primary needs are things that are needed by humans, especially Muslims.
RESEARCH METHOD
Based on the background
of this article,
the method used in this study is descriptive with a
quantitative approach. It was obtained by conducting research on the Muslim
community in Bangkok who buy or become consumers of ready-to-eat food at 7-Eleven
in the Bangkok area, Thailand. The time of this research is a month, namely
October 2024. The researcher took the location of the study because in
Thailand, especially Bangkok, there are Muslim communities who consume
ready-to-eat food.
With this, the researcher wants to see how much the halal logo
influences the decision to purchase ready-to-eat food with the halal logo and
whether primary needs moderate the influence of the halal logo on the purchase
decision. Meanwhile, the object of this research is the halal logo as an
independent variable, purchasing decisions as a dependent variable and primary
needs as a moderation variable. In this study, data was collected through a
questionnaire method, with the total Muslim population living in the Bangkok area
being around 600,000 people (Pokhrel, 2024). The
sample to be taken uses the formula:
N =
Remarks: n = Minimum number of samples
�N = Total Population
�e =
margin of error (usually set at 0.5)
Dik: Thai Muslim population = 600,000
So it can be
found, n =�
� N = = 6.66
It can be
concluded that the sample in this study was taken from at least 66 respondents
and a sample of 100 respondents was obtained in this study. Data and data
sources in this study used primary and secondary data, such as questionnaires,
report data, journals and scientific articles.
The results of the
questionnaire data collection in this study were as
many as 100 respondents of halal ready-to-eat food consumers in the Muslim
community in Bangkok. The profiles of the respondents who participated in this
study, in the form of personal identity including age, gender, occupation,
income and frequency of shopping for ready-to-eat food with halal logos by the
Muslim community in Bangkok, Thailand.
Gambar 1. Graphical Output Sem PLS
Table
1. Results of Measurement Model Evaluation (Outer Model)
|
Variable |
Indicators |
Outer Loadings |
AVE |
Cronbach�s alpha |
rho_c |
Requirement (OL) |
Explanation |
|
|
Logo Halal (X) |
X1 |
0.881 |
0.748 |
0.888 |
0.922 |
>0.6 |
Valid |
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|
X2 |
0.857 |
|||||||
|
X3 |
0.835 |
|||||||
|
X4 |
0.884 |
|||||||
|
Purchase
Decision (Y) |
Y1 |
0.804 |
0.576 |
0.852 |
0.890 |
>0.6 |
Valid |
|
|
Y2 |
0.805 |
|||||||
|
Y3 |
0.769 |
|||||||
|
Y4 |
0.780 |
|||||||
|
Y5 |
0.699 |
|||||||
|
Y6 |
0.689 |
|||||||
|
Primary Needs(Z) |
Z1 |
0.763 |
0.614 |
0.843 |
0.888 |
>0.6 |
Valid |
|
|
Z2 |
0.780 |
|||||||
|
Z3 |
0.818 |
|||||||
|
Z4 |
0.821 |
|||||||
|
Z5 |
0.733 |
|||||||
Source:
Primary data processed (2024)
Based on the table
above, it can be seen
that the loading factor value of all
statement items is >0.6, then it can be
concluded that all statement items
are declared valid convergent
(Mardian & Faqih,
2018). It can also be seen that the AVE value above
>0.5 overall, then the latent factor can explain well and at least half of
the variance of each indicator. Then Value Cronbach�s Alpha and Composite
Reliability (r_cho) above the entire variable >0.70, then all variables
tested are reliable. With this, all tests can be produced and the results of
the evaluation of the measurement model (outer model) are declared valid as a
whole.
Table
2. Determination Coefficient Test Results & Simultaneous Tests
|
Variable |
R2 |
Requirement |
F Square |
Requirement |
Conclussion |
|
Logo Halal (X) |
|
|
0.293 |
>0.15 |
Medium Effect |
|
Purchase Decision (Y) |
0.815 |
>0.5 |
|
|
Moderate |
|
Primary Needs (Z) |
|
|
0.503 |
>0.35 |
Big Effect |
Source:
Primary data processed (2024)
Value R2
The purchase decision variable is 0.815, which indicates that the purchase
decision variable and primary needs are able to explain the purchase decision
variable of 8.15%. Then it can be concluded that the model is considered
robust. Because, the R2 value ranges between 0 and 1 with a value of >0.67
is generally considered good and moderate. Then the value of the F Square Halal
Logo to the Purchase Decision got a result of 0.295 >0.15, then it was
stated that the relationship between constructs was medium. Meanwhile, primary
needs moderate the influence of the Halal Logo Towards Purchase Decision got a result of 0.503 >0.35, then it was stated
that the relationship between constructs was strong. This study shows that halal labels have a
significant positive influence on consumer purchasing decisions (Maura
& Hidayatullah, 2023). With this,
the entire determination coefficient (R2) test can be produced with a large
effect and the F Square test is declared Simultaneous.
Table
3. Hypothesis Test
|
Original Sample |
T Statistics |
P Values |
Description |
|
|
Halal
Logo →
Purchase decision |
0.377 |
2.698 |
0.003 |
Significant |
|
Primary Needs
X Halal Logo →
Purchase Decision |
-0.128 |
1.816 |
0.035 |
Significant |
Source: Primary data processed (2024)
Based on
the table above, it was found that:
a. The Influence of the
Halal Logo on Purchase Decisions
The original
sample value was 0.377. It is also known that the P-Value (0.003) <0.05 and
the T-Statistics (2,698), show that the Halal Logo has a positive and
significant effect on the purchase decision. This explains that the
more Halal Logos, the bigger the
Decision to Buy.
b. The Effect
of the Halal Logo on Purchase Decisions with Primary Needs as a Moderation
Variable
The original
sample value was -0.128. It is also known that the P-Value (0.035) <0.05 and
T-Statistics (1.816), shows that primary needs can strengthen the significant
positive influence of the halal logo on purchasing decisions. This explains
that the more people are aware of the primary behavior, the greater the
influence of the halal logo on the purchase decision.
The Influence of the
Halal Logo on Purchase Decisions
The
test results show that the halal logo influences the purchase decision. The
halal logo has a statistically significant effect on purchasing decisions (p
<0.05). Test results AVE above >0.5 overall, then
the latent factor can explain both and at least half of the variance of each
indicator, the value of Cronbach�s Alpha and Composite Reliability
(r_cho) above the entire variable >0.70, then all variables tested are
reliable. This is a good number because it shows
that the halal logo greatly influences the purchase decision. This supports the
idea that halal logos help consumers make purchasing decisions. Consumers are
more likely to buy goods with halal logos. As this study shows, the halal logo
has a significant positive effect on consumers' decision to buy an item,
especially ready-to-eat food with a halal logo. Research shows that halal
labels have a significant positive influence on consumer purchasing decisions (Putri, Satria, & Setiawan, 2022).
Therefore,
this latest study confirms and strengthens the theory and empirical studies
that state that halal logos have a significant effect on purchasing decisions.
The correlation between the halal logo and the purchase decision is due to the
fact that the available and good halal logo provided by 7-Eleven can
meet the needs of ready-to-eat food with the halal logo. So that it gives rise
to the decision to buy Muslim consumers who buy ready-to-eat food with halal
logos in Bangkok, Thailand. This can also cause repurchase behavior by Muslim
consumers there.
H1:
Halal logo affects Purchase
Decisions
The Effect
of Halal Logo on Purchase Decisions with Primary Needs as a Moderation Variable
Based on the
second hypothesis test, to test whether the primary need variable can
strengthen the influence of the halal logo on the purchase decision, the
original sample value of -0.128 was obtained in this study. It is known that
P-Values (0.035) <0.05 and T-Statistics (1,816). This suggests that primary
needs can amplify a significant positive influence between the halal logo and
the purchase decision. This explains that the greater the primary needs of the
Muslim community in Bangkok, the greater the influence of the halal logo on
purchasing decisions.
This
latest research confirms and strengthens the theory and empirical studies that
state that primary needs can strengthen the influence of the halal logo on
purchasing decisions. Primary needs can be a moderation variable because
everyone wants ready-to-eat food that is practical and is considered to be able
to provide convenience for busy Muslims when carrying out daily activities.
This is one of the commitments given by 7-Eleven. The convenience
provided by 7-Eleven can certainly create more purchasing decisions for
consumers of ready-to-eat food with halal logos in Bangkok, Thailand.
H2:
Primary needs can moderate the relationship between halal logos and purchasing
decisions
CONCLUSION
The
halal logo not only serves as a sign of the halalness of the product, but also
affects the choice of Muslim consumers in Bangkok to buy goods, especially
ready-to-eat food. With a small Muslim population in Thailand, halal
certification in the ready-to-eat food industry is becoming increasingly
important to meet the demand of Muslim customers looking for products that
conform to the teachings of Islam. Moreover, food is included in the type of
primary needs. With the existence of ready-to-eat food with a halal logo at 7-Eleven
and the� convenience you get when
buying ready-to-eat food. The Muslim community there feels more efficient and
practical. So when the halal logo is multiplied again, the decision to buy
ready-to-eat food will increase. Moreover, food is a necessary need every day
and halal is a Muslim sharia that must be carried out.
Therefore,
the results of the analysis that the researcher has conducted in this study, it
can be concluded that the halal logo can affect the purchase decision of the
Muslim community who consume ready-to-eat food with the halal logo in Bangkok.
With this result, the first hypothesis is accepted. Primary needs can moderate
between the halal logo and the purchase decision of the Muslim community who
consume ready-to-eat food with the halal logo in Bangkok. With this result, the
second hypothesis is also accepted. Overall, the results of this study show
that the halal logo is a very important factor in influencing consumer
purchasing decisions and the role of moderating primary needs between halal
logos and primary needs is very strong.
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