The Effect of Different Argument Quality and Religious Symbol to the Muslim Consumers' Attitude and Intention Toward Halal Food Products

摘要

Several previous studies have examined the determinants of Muslim consumers' attitudes and intentions toward halal food products. However, until now there has not been much research that specifically discusses the influence of argument quality and religious symbol as a determinant of Muslim consumers' attitudes and intentions toward halal food products. Moreover, research using an experimental method with the Elaboration Likelihood Model (ELM) as the basic theory has never been done. Thus, this research aims to examine the influence of argument quality and religious symbol on the Muslim consumers' attitudes and intentions on halal food products using experimental methods and ELM as the basic theory. This research model was tested on 150 Muslim consumers in Indonesia in the 19-41 years age range. Analysis of Variance (ANOVA) and regression analysis was used to test the research hypothesis. It was found that there were significant differences in attitudes related to the presence and absence of halal logos on halal food products. However, the opposite effect is found on differences in the argument quality displayed by the seller on the description of halal food products. Finally, the results of the study also show that attitudes significantly influence the purchase intentions of Muslim consumers on halal food products.