Theory of Planned Behavior and Product Competitiveness Towards Halal Food Products Buying Decision: A Comparative Study Between Indonesia and Philippines.

Abstract

Subculture includes religion and geographic regions are becoming two of factors affecting consumer behavior. The advancement of era also makes businesses compete to create various and unique food from every food substances, which sometimes the halal status is unknown, and it is impacted to Muslim consumers. The aims of this study are to know the characteristics of Muslim consumers in Indonesia and Philippines, the effect Theory Planned Behavior and the effect of the product competitiveness of halal foods to buying decision making of Muslim consumers in both countries. This study used convenience sampling of selected Muslims in Jakarta, Indonesia and Manila, Philippines. As the result, attitude towards behavior is the only significant indirect effect variable among those three variables to buying decision making for Muslim consumers in Jakarta, whereas in Manila, variables of Theory of Planned Behavior are not significant. For the competitiveness variables, consumer expectation is the only variable of competitiveness which is significant indirect effect to buying decision making for Muslim consumers in Jakarta. Whereas, in Manila, product quality, consumer expectation, and price of product are the other variables which are significant indirect effect to buying idecision making for Muslim consumers in Manila. Among those, consumer expectation is the most influenced factor to Muslim in both countries. It was also found that Muslim consumers in Manila is more quality oriented than Muslim in Jakarta.