De Invloed van Halal op Aankoopbeslissingen van Generatie Z in Indonesië

Dit onderzoek onderzoekt de factoren die de aankoopbeslissingen van instantnoedels beïnvloeden onder moslims van Generatie Z (Gen Z) in Indonesië, waarbij de nadruk ligt op productkwaliteit, halal-labels, sociale media en vertrouwen in het product.

Met behulp van een kwantitatieve benadering met Partial Least Squares Structural Equation Modeling (PLS-SEM) en gegevens van 210 respondenten, wil deze studie de relaties tussen deze variabelen en de rol van het halal-label als mediator begrijpen.

Omgekeerd heeft het halal-label geen directe invloed op aankopen, aangezien moslims van Gen Z van mening zijn dat alle instantnoedels halal-gecertificeerd zijn volgens de voorschriften in Indonesië, waardoor het een vereiste is in plaats van een onderscheidende factor.

Vertrouwen in producten, ondersteund door veiligheidscertificeringen zoals BPOM, versterkt de perceptie van halal, maar de invloed ervan op aankopen is indirecter.

Dit onderzoek verrijkt de Theory of Planned Behavior door de dominantie van productkwaliteit en sociale media in de context van moslim Gen Z aan te tonen, terwijl het ook het halal-label als een hygiënefactor bevestigt.

Praktisch gezien wordt producenten geadviseerd om prioriteit te geven aan innovatie in productkwaliteit en socialemediacampagnes, terwijl ze een transparante halal-certificering garanderen.

Beperkingen van het onderzoek zijn onder meer de focus op moslim Gen Z in Indonesië, dus toekomstig onderzoek kan andere factoren onderzoeken, zoals prijs of de invloed van religieuze gemeenschappen.

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