Determinants of the Intention to Purchase Halal Food Online in Indonesia: An Integration of the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Theory of Planned Behavior (TPB)
Nurrizka Puji Lestari (a), Abd. Wahab (a), Tika Widiastuti (a)

(a) Airlangga University

Abstract

This study aims to analyze the factors influencing the intention to purchase halal food through online platforms among Generation Z in Indonesia. The research utilizes data from 145 respondents, analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that facilitating conditions and social influence do not significantly affect attitudes, although social influence does significantly impact intention. Performance expectancy significantly affects both attitude and intention, while effort expectancy significantly affects attitude but not intention. Overall, attitude significantly impacts intention. Based on these findings, Shopee Barokah should enhance performance expectations by emphasizing tangible benefits, such as the ease of finding halal food and high product quality, and by optimizing the user interface to facilitate the purchasing process. Additionally, referral programs and reviews from influencers should be enhanced to leverage the significant social influence on purchase intention. Optimizing infrastructure and technology, such as responsive customer service and secure payment methods, is also crucial to increase Generation Z^s intention to shop on the platform.

Keywords: Halal Food- TPB- UTAUT

Topic: Halal industry