How Consumer Trust Moderating Effect on Purchase Intention of Halal Food Product?
Keywords:Food Private Label Brand, Price Perception, Halal Label, Consumer Trust, Purchase Intention
The purpose of this research is to analyze the effect of price perception and Halal label on purchase intention with consumer trust as a moderator on food private label at Super Indo retail stores. The population on this research are Super Indo’s consumers who understand about private label products. The data collection used questionnaire method. There are 223 respondents. The analytical tool used in this study is SEM (Stuctural Equation Modeling) which is operated with the AMOS ver.22 program. The findings show that: (1) Price perception has positive and significant effect on food private label purchase intention. (2) Halal label has positive and significant effect on food private label purchase intention. (3) Consumer trust as a moderator has a positive and significant effect on the relationship between price perception and purchase intention. (4) Furthermore, consumer trust as a moderator also has a positive and significant effect on relationship between Halal label and purchase intention. In addition, the factors that influence purchase intentions in the study only consist of price perception and Halal labels.
Retnawati, B.B., Ardyan, E., and Farida, N. (2018). The important role of consumer conviction value in improving intention to buy private label product in Indonesia. Asia Pacific Management Review, Vol.23, pp. 193-200.
Wettstain, N. et al (2014) Do private label generate customer loyalty in food retailing? German Association of Agricultural Economists (GEWISOLA), July 2014, pp. 1-12.
Beneke, J. and Carter, S. (2015). The development of a consumer value proposition of private label brands and the application thereof in a South African retail context. Journal of Retailing and Consumer Service, Vol. 25, pp. 22-35.
Kumar, N. and Steenkamp, J.B. (2007). “Private label Strategy”. Harvard Business School Press, Boston, MA.
Kotler, P. and Amstrong, G. (1996) “Principles of Marketing 7th ed”., Prentice-Hall International Inc., New Jersey, NJ.
Rubio, A.R., and Yague, M.J. (2009). Alternative panel models to evaluate the store brand market share: evidence from the Spanish market. European Journal of Marketing, Vol. 43 No. ½, pp.110-138.
Dick, A., Jain, A., and Richardson, P. (1995). Correlates of store brand proneness: some empirical observations. Journal of Product and Brand Management, Vol. 44, No. 4, pp.8-15.
Ngobo, P.V. (2011). Private label share, branding strategy, and store loyalty. Journal of Retailing and Consumer Service. Vol. 18, No. 4, pp. 259-270.
Lamey, L., et al. (2007). How business cycles contribute to private label success, evidence from the United States and Europe. Journal of Marketing, Vol.71, No.1, pp. 1-15.
Lassoued, R. and Hobbs, J.E. (2015). Consumer confidence in credence attributes: the role of brand trust. Food Policy, Vol. 52. April, pp. 99-107.
Porral, C., and Levy-Mangin, J.P. (2016). Food private label brands: The role of consumer trust of loyalty and purchase intention. British Food Journal, Vol. 118 No. 3, pp. 679-696.
González-Mieres, C., Diaz-Martín, A.M., and Trespalacios Gutierrez, J.A. (2006). Antecedents of the difference on perceived risk between store brands and national brands. European Journal of Marketing, Vol. 40. No. 1/2, pp. 61-82.
Schiffman, L. and Kanuk, L.L. (2008). “Consumer Behavior (Perilaku Konsumen)”. Edisi 7. Jakarta: Indeks.
McNeill, L. and Wyeth, E. (2011). The private label grocery choice: consumer drivers to purchase. International Review of Retail, Distribution & Consumer Research, Vol. 21 No. 1, pp. 95-109.
Diallo, M.F. (2012). Effects of store image and store brand price-image on store brand purchase intention: application to an emerging market. Journal of Retailing and Consumer Services, Vol. 19 No. 3, pp. 360-367.
Bonne, K. V. I. and V. W., (2008). Impact of religion on Halal meat consumption decision-making in Belgium. Journal of International Food & Agribusiness Marketing, Vol. 21(1), pp. 5-26.
Azjen, I. (1991). The theory of planned behavior. Organization Behavior and Human Decision Process, Vol. 50, pp. 179-211.
De Magistris, T and Gracia, A. (2008). The decision to buy organic food products in Southern Italy. British Food Journal, Vol. 110 No. 9, pp. 929-947.
Wu, P.C.S., Yeh, G.Y. and Hsiao, C.R. (2011), The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, Vol. 19 No. 1, pp. 30-39.
Wang, J-S, et al. (2012). Effect of celebrity endorsments on consumer purchase intention: Advertising effect and advertising appeal as mediators. Human Factors and Ergonomics in Manufacturing and Service Industries, Vol. 23, pp. 1-11.
Delgado-Ballester, E. and Munuera-Aleman, J.L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, Vol. 35, Nos 11/12, pp. 1238-1258.
Park, H. and Kim, Y-K. (2016). Proactive versus reactive apparel brands in sustainability: influences on brand loyalty. Journal of Retailing and Consumer Services, Vol. 29. Pp. 114-122.
Kang, J. and Hustvedt, G. (2014). Building trust between consumers and corporations; the role of consumer perceptions of transparency and social responsibility. Journal of Business Ethics, Vol. 125, No. 2, pp. 253-265.
Ma, Y.J. et al (2012). Young female consumers’ intentions towards fair trade consumption. International Journal of Retail & Distribution Management, Vol. 40, No. 1, pp.41-63.
Lymperopoulos, C., Chaniotakis, I.E., and Rigopoulou, I.D. (2010), Acceptance of detergent-retail brands: the role of consumer confidence and trust. International Journal of Retail & Distribution Management, Vol. 38 No. 9, pp. 719-736.
Boyle, P.J. and Lathrop, E.S. (2014). The value of private label brands to US consumers: an objective and subjective assessment. Journal of Retailing and Consumer Services, Vol. 20 No. 1, pp. 80-86.
Huang, Y. and Huddleston, P. (2009). Retailer premium own brands: creating customer loyalty through own brand products advantage. International Journal of Retail & Distribution Management, Vol. 37 No. 11, pp. 975-992.
Beristain, J. and Zorrilla, P. (2011). The relationship between store image and store brand equity: a conceptual framework and evidence from hypermarkets. Journal of Retailing and Consumer Services, Vol. 18 No. 6, pp. 562-574.
Mukhtar, A., and M. B. M., 2012. Intention to choose Halal products: the role of religiosity. Journal of Islamic Marketing, 3(2), pp. 108-120.
Garretson, J.A., Fisher, D., and Burton, S. (2002). Antecedents of private label attitude and national brand promotion attitude: similarities and differences. Journal of Retailing, Vol. 78 No. 2, pp. 91-99.
Jin, B., and Suh, Y.G. (2005). Integrating effect of consumer perception faktors in predicting private brand purchase in Korean discount store context. Journal of Consumer Marketing, Vol. 22 No. 2, pp. 62-71.
Rubio, A.R., Oubiña, J. and Villaseñor, N. (2014). Brand awareness-brand quality inference and consumer’s risk perception in store brands of food products. Food Quality and Preference, Vol. 32, March, pp. 289-298.
Yee, B., Yeung, R.M.W. and Morris, J. (2005). Food safety: building kepercayaan konsumen in livestock farmers for potential purchase behaviors. British Food Journal, Vol. 107 No. 11, pp. 841-854.
Tsiotsu, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentios. International Journal of Consumer Studies, Vol. 30 No. 2, pp. 207-217.
Badrudin, B, et al (2012). Client’s perception towards JAKIM service quality in Halal certification. Journal of Islamic Marketing, Vol. 3.1, pp. 59-71
Hidayanti, I., Nuryakin., and Farida, N. (2018). A study on brand commitment and brand trust towards brand loyalty of branded laptop in Indonesia. Journal of Business and Retail Management Research, Vol. 12.3, pp. 276.
Hair, J.F.Jr., et al (2010). “Multivariate data analysis 7th edition”. Harlow, England: Pearson Education Limited.
Yoo, B., Donthu, N. and Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, Vol. 28 No. 2, pp. 195-211.
Muflih, M., & Juliana, J. (2020). Halal-labeled food shopping behavior: the role of spirituality, image, trust, and satisfaction. Journal of Islamic Marketing, Vol. 12 No. 8, pp. 1603-1618.
Liljander, V., Polsa, P., and Van Riel, A.C.R. (2009). Modelling consumer responses to an apparel store brand: store image as a risk reducer. Journal of Retailing and Consumer Services, Vol. 16 No. 4, pp. 281-290.
Ghozali, I. (2014). “Konsep and aplikasi dengan program AMOS 22.0”. Semarang: Baand Penerbit Universitas Diponegoro.
Ghozali, I. (2018). ”Aplikasi Analisis Multivariate dengan Program IBM SPSS 25”. Semarang: Baand Penerbit Universitas Diponegoro
How to Cite
Copyright (c) 2022 Nadia Audina, Nuryakin, Siti Dyah Handayani
This work is licensed under a Creative Commons Attribution 4.0 International License.