Behavior Analysis and Clustering of Consumers Towards Halal Awareness
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Published
30 November 2023
Keywords:
-
awareness, behavior, clustering, halal restaurant
Abstract
Due to Indonesia's large Muslim population, the issue of halal is contentious for Indonesians, and many restaurants in Indonesia do not have halal certification. This study investigates the various factors that influence customer behavior and identifies managerially implementable consumer clusters. This study used a quantitative methodology, focusing on a sample of consumers residing in the Greater Jakarta area. Lemeshow sampling was used to gather data from 196 respondents via an online survey. The analysis technique consisted of Structural Equation Modeling (SEM)-Partial Least Square and cluster analysis using the K-means algorithm with the Waikato Environment for Knowledge Analysis (WEKA). Subjective norms, perceived behavioral control, halal awareness, and intention factors have been proven to have positive and significant effects on consumer behavior when choosing a halal restaurant. The findings on consumer clusters that have evolved provide significant managerial implications. Assistance is required from halal institutions, businesses, and consumers with a high level of halal awareness to raise their awareness of halal.
References
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Ghazal, T. M., Hussain, M. Z., Said, R. A., Nadeem, A., Hasan, M. K., Ahmad, M., & Naseem, M. T. (2021). Performances of k-means clustering algorithm with different distance metrics. Intelligent Automation and Soft Computing, 30(2), 735–742. https://doi.org/10.32604/iasc.2021.019067
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Hamid, R. S., & Anwar, S. M. (2019). Structural Equation Modeling (SEM) Berbasis Varian: Konsep Dasar dan Aplikasi Dengan Program SmartPLS 3.2.8 dalam Riset Bisnis. Jakarta: PT Inkubator Penulis Indonesia.
Hasan, H., Sulong, R. S., & Tanakinjal, G. H. (2020). Halal certification among SMEs in Kota Kinabalu, Sabah. Journal of Consumer Sciences, 5(1), 16-28. https://doi.org/https://doi.org/10.29244/jcs.5.1.16-28
Hasyim, F., & Purnasari, N. (2021). Antecedent of halal food purchasing decision: A Theory of Planned Behavior (TPB) approach. IQTISHADIA, 14(1), 107. https://doi.org/10.21043/iqtishadia.v14i1.10002
Iranmanesh, M., Mirzaei, M., Parvin Hosseini, S. M., & Zailani, S. (2020). Muslims’ willingness to pay for certified halal food: an extension of the theory of planned behaviour. Journal of Islamic Marketing, 11(1), 14–30. https://doi.org/10.1108/JIMA-03-2018-0049
Juliana, J., Rizaldi, M. W., Al-Adawiyah, R. A., & Marlina, R. (2022). Halal awareness: pengaruhnya terhadap keputusan pembelian konsumen shopee dengan religiositas sebagai variabel moderasi. Jurnal Ilmiah Manajemen, 13(2), 169–180. https://doi.org/10.32670/coopetition.v13i2.1423
Kamarulzaman, N. H., Tarmizi, H. A., & Misri, S. M. (2020). Generation Z's awareness of eating at halal-certified restaurants. Malaysian Journal of Agricultural Economics, 29(1), 1–16. https://doi.org/10.36877/mjae
Koay, K. Y., & Cheah, C. W. (2023). Understanding consumers' Intention to revisit bubble tea stores: an application of the theory of planned behaviour. British Food Journal, 125(3), 994–1007. https://doi.org/10.1108/BFJ-01-2022-0025
Kurniawati, D. A., & Savitri, H. (2020). Awareness level analysis of Indonesian consumers toward halal products. Journal of Islamic Marketing, 11(2), 531–546. https://doi.org/10.1108/JIMA-10-2017-0104
Kusnandar, V. B. (2022). Sebanyak 148 Juta Penduduk Jawa Beragama Islam pada Juni 2022. Retrieved 23 September 2023, Retrieved from https://databoks.katadata.co.id/datapublish/2022/08/03/sebanyak-148-juta-penduduk-jawa-beragama-islam-pada-juni-2022
Latifah, A. (2020). Peran lingkungan dan pola asuh orang tua terhadap pembentukan karakter anak usia dini. Jurnal Pendidikan Raudhatul Athfal, 3, 101–112. https://doi.org/0.15575/japra.v3i2.8785
Morgan, G. (1986). Images of Organization. Newbury Park: Sage Publications.
Nora, L., & Sriminarti, N. (2023). The determinants of purchase intention halal products: the moderating role of religiosity. Journal of Consumer Sciences, 8(2), 220–233. https://doi.org/10.29244/jcs.8.2.220-233
Nurlatifah, H., & Imam, S. (2021). Halal awareness on indonesia consumer. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(4), 9852–9865. https://doi.org/10.33258/birci.v4i3.3009
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase Behavior online: a cross-cultural approach. Heliyon, 6(6), e04284. https://doi.org/10.1016/j.heliyon.2020.e04284
Prianto, C., & Bunyamin, S. (2020). Pembuatan Aplikasi Clustering Gangguan Jaringan Menggunakan Metode K-Means Clustering. Bandung: Kreatif Industri Nusantara.
Sahir, S. H., Fahlevi, M., Kasbuntoro, & Sutia, S. (2021). Effect of halal food management system certification on buying interest of Indonesian consumer goods. Uncertain Supply Chain Management, 9(3), 731–738. https://doi.org/10.5267/j.uscm.2021.4.005
Setyaningsih, E. D., & Marwansyah, S. (2019). The effect of halal certification and halal awareness through interest in decisions on buying halal food products. Journal of Islamic Economics, Finance and Banking, 3(1), 64–79. https://doi.org/10.35448/jiec.v3i1.5515
Setyaningsih, R. P. (2021). Isu halal internasional dan regional. Jurnal Kajian Wilayah, 12(1), 121–134. https://doi.org/10.14203/jkw.v12i1.869
Sharda, R., Delen, D., Turban, E., Aronson, J. E., Liang, T.-P., & King, David. (2018). Business Intelligence, Analytics, and Data Science: A Managerial Perspective. United Kingdom: Pearson.
Solomon, M. R. (2009). Consumer Behavior: Buying, Having and Being. New Jersy: Pearson.
Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
Tabianan, K., Velu, S., & Ravi, V. (2022). K-means clustering approach for intelligent customer segmentation using customer purchase behavior data. Sustainability (Switzerland), 14(12). https://doi.org/10.3390/su14127243
Vanany, I., Soon, J. M., Maryani, A., & Wibawa, B. M. (2020). Determinants of halal-food consumption in Indonesia. Journal of Islamic Marketing, 11(2), 516–530. https://doi.org/10.1108/JIMA-09-2018-0177
Vizano, N. A., Khamaludin, K., & Fahlevi, M. (2021). The effect of halal awareness on purchase intention of halal food: a case study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 441–453. https://doi.org/10.13106/jafeb.2021.vol8.no4.0441
Wibowo, M. W., Putri, A. L. S., Hanafiah, A., Permana, D., & Sh Ahmad, F. (2022). How education level polarizes halal food purchase decision of Indonesian millennials. Journal of Islamic Marketing, 13(12), 2582–2610. https://doi.org/10.1108/JIMA-10-2020-0323
Widyanto, H. A., & Sitohang, I. A. T. (2022). Muslim millennial's purchase intention of halal-certified cosmetics and pharmaceutical products: the mediating effect of Attitude. Journal of Islamic Marketing, 13(6), 1373–1394. https://doi.org/10.1108/JIMA-04-2020-0117
World Population Review. (2023, January). Total population by country 2020. Retrieved from https://worldpopulationreview.com
Ajzen, I. (1991). The theory of planned Behavior. Organizational and Human Decision Processs, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I. (2005). Attitudes, Personality, and Behavior. Maidenhead, Berkshire: Open University Press.
Alam, S. S., & Sayuti, N. M. (2011). Applying the theory of planned Behavior (TPB) in halal food purchasing. International Journal of Commerce and Management, 21(1), 8–20. https://doi.org/10.1108/10569211111111676
Amalia, F. A., Sosianika, A., & Suhartanto, D. (2020). Indonesian millennials’ halal food purchasing: merely a habit? British Food Journal, 122(4), 1185–1198. https://doi.org/10.1108/BFJ-10-2019-0748
Andini, M. K., & Famiola, M. (2019). Understanding consumer behavior and customer segmentation of homemade and ready-to-drink products. The 4th ICMEM 2019 and The 11th IICIES 2019, 297–301. Bali, Indonesia: SBM-ITB.
Aziz, M. A. A. A., Bakar, M. F. A., Zaaba, M. K., & Hassan, F. (2019). The influence of the theory of planned behavior, religion, and halal certification on consumers' purchase intention of halal food at the restaurant in Subang Jaya. In Contemporary Management and Science Issues in the Halal Industry (pp. 53–63). Springer Singapore. https://doi.org/10.1007/978-981-13-2677-6_5
Destiana, A. R., & Tairas, D. R. (2021). Determinants of Indonesian consumer's Intention to purchase halal food overseas: modified theory planned behavior model with religiosity. Journal of Strategic and Global Studies, 4(1). https://doi.org/10.7454/jsgs.v4i1.1039
Djunaidi, M., Oktavia, C. B. A., Fitriadi, R., & Setiawan, E. (2021). Perception and Consumer Behavior of Halal Product Toward Purchase Decision in Indonesia. Jurnal Teknik Industri, 22(2), 171–184. https://doi.org/10.22219/jtiumm.vol22.no2.171-184.
Elseidi, R. I. (2018). Determinants of halal purchasing intentions: evidences from UK. Journal of Islamic Marketing, 9(1), 167–190. https://doi.org/10.1108/JIMA-02-2016-0013
Everitt, B. S., Landau, S., Leese, M., & Stahl, D. (2011). Cluster analysis 5th edition. London: John Wiley & Sons, Ltd.
Fachrurrozie, Muhsin, Nurkhin, A., & Mukhibad, H. (2023). Faktor penentu keputusan pembelian makanan halal pada pengguna Gofood dan Shopee Food. In Ekonomi, 2, 121–141. https://doi.org/10.15294/ie.v1i2.115
Fatmi, F. O., Ahmad, A. N., & Kartika, B. (2020). Determinants affecting purchase intention of halal products: an article review. Journal of Halal Product and Research, 3(2), 63. https://doi.org/10.20473/jhpr.vol.3-issue.2.63-79
Pacho, F. T. (2023). Self–brand connection and the decision to purchase counterfeit and original luxury brands in Tanzania. Journal of Consumer Sciences, 8(2), 93–110. https://doi.org/10.29244/jcs.8.2.93-110
Gerungan, K., & Karina, P. (2019). Analisa pengaruh kesadaran halal terhadap minat beli pelanggan di Restoran Surabaya. Jurnal Hospitality dan Manajemen Jasa, 7(2), 171–182. Retrieved from https://publication.petra.ac.id/index.php/manajemen-perhotelan/article/view/10189
Ghazal, T. M., Hussain, M. Z., Said, R. A., Nadeem, A., Hasan, M. K., Ahmad, M., & Naseem, M. T. (2021). Performances of k-means clustering algorithm with different distance metrics. Intelligent Automation and Soft Computing, 30(2), 735–742. https://doi.org/10.32604/iasc.2021.019067
Ghozali, I. (2021). Partial Least Squares Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.2.9. Semarang: Badan Penerbit Universitas Diponegoro.
Hamid, R. S., & Anwar, S. M. (2019). Structural Equation Modeling (SEM) Berbasis Varian: Konsep Dasar dan Aplikasi Dengan Program SmartPLS 3.2.8 dalam Riset Bisnis. Jakarta: PT Inkubator Penulis Indonesia.
Hasan, H., Sulong, R. S., & Tanakinjal, G. H. (2020). Halal certification among SMEs in Kota Kinabalu, Sabah. Journal of Consumer Sciences, 5(1), 16-28. https://doi.org/https://doi.org/10.29244/jcs.5.1.16-28
Hasyim, F., & Purnasari, N. (2021). Antecedent of halal food purchasing decision: A Theory of Planned Behavior (TPB) approach. IQTISHADIA, 14(1), 107. https://doi.org/10.21043/iqtishadia.v14i1.10002
Iranmanesh, M., Mirzaei, M., Parvin Hosseini, S. M., & Zailani, S. (2020). Muslims’ willingness to pay for certified halal food: an extension of the theory of planned behaviour. Journal of Islamic Marketing, 11(1), 14–30. https://doi.org/10.1108/JIMA-03-2018-0049
Juliana, J., Rizaldi, M. W., Al-Adawiyah, R. A., & Marlina, R. (2022). Halal awareness: pengaruhnya terhadap keputusan pembelian konsumen shopee dengan religiositas sebagai variabel moderasi. Jurnal Ilmiah Manajemen, 13(2), 169–180. https://doi.org/10.32670/coopetition.v13i2.1423
Kamarulzaman, N. H., Tarmizi, H. A., & Misri, S. M. (2020). Generation Z's awareness of eating at halal-certified restaurants. Malaysian Journal of Agricultural Economics, 29(1), 1–16. https://doi.org/10.36877/mjae
Koay, K. Y., & Cheah, C. W. (2023). Understanding consumers' Intention to revisit bubble tea stores: an application of the theory of planned behaviour. British Food Journal, 125(3), 994–1007. https://doi.org/10.1108/BFJ-01-2022-0025
Kurniawati, D. A., & Savitri, H. (2020). Awareness level analysis of Indonesian consumers toward halal products. Journal of Islamic Marketing, 11(2), 531–546. https://doi.org/10.1108/JIMA-10-2017-0104
Kusnandar, V. B. (2022). Sebanyak 148 Juta Penduduk Jawa Beragama Islam pada Juni 2022. Retrieved 23 September 2023, Retrieved from https://databoks.katadata.co.id/datapublish/2022/08/03/sebanyak-148-juta-penduduk-jawa-beragama-islam-pada-juni-2022
Latifah, A. (2020). Peran lingkungan dan pola asuh orang tua terhadap pembentukan karakter anak usia dini. Jurnal Pendidikan Raudhatul Athfal, 3, 101–112. https://doi.org/0.15575/japra.v3i2.8785
Morgan, G. (1986). Images of Organization. Newbury Park: Sage Publications.
Nora, L., & Sriminarti, N. (2023). The determinants of purchase intention halal products: the moderating role of religiosity. Journal of Consumer Sciences, 8(2), 220–233. https://doi.org/10.29244/jcs.8.2.220-233
Nurlatifah, H., & Imam, S. (2021). Halal awareness on indonesia consumer. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(4), 9852–9865. https://doi.org/10.33258/birci.v4i3.3009
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase Behavior online: a cross-cultural approach. Heliyon, 6(6), e04284. https://doi.org/10.1016/j.heliyon.2020.e04284
Prianto, C., & Bunyamin, S. (2020). Pembuatan Aplikasi Clustering Gangguan Jaringan Menggunakan Metode K-Means Clustering. Bandung: Kreatif Industri Nusantara.
Sahir, S. H., Fahlevi, M., Kasbuntoro, & Sutia, S. (2021). Effect of halal food management system certification on buying interest of Indonesian consumer goods. Uncertain Supply Chain Management, 9(3), 731–738. https://doi.org/10.5267/j.uscm.2021.4.005
Setyaningsih, E. D., & Marwansyah, S. (2019). The effect of halal certification and halal awareness through interest in decisions on buying halal food products. Journal of Islamic Economics, Finance and Banking, 3(1), 64–79. https://doi.org/10.35448/jiec.v3i1.5515
Setyaningsih, R. P. (2021). Isu halal internasional dan regional. Jurnal Kajian Wilayah, 12(1), 121–134. https://doi.org/10.14203/jkw.v12i1.869
Sharda, R., Delen, D., Turban, E., Aronson, J. E., Liang, T.-P., & King, David. (2018). Business Intelligence, Analytics, and Data Science: A Managerial Perspective. United Kingdom: Pearson.
Solomon, M. R. (2009). Consumer Behavior: Buying, Having and Being. New Jersy: Pearson.
Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
Tabianan, K., Velu, S., & Ravi, V. (2022). K-means clustering approach for intelligent customer segmentation using customer purchase behavior data. Sustainability (Switzerland), 14(12). https://doi.org/10.3390/su14127243
Vanany, I., Soon, J. M., Maryani, A., & Wibawa, B. M. (2020). Determinants of halal-food consumption in Indonesia. Journal of Islamic Marketing, 11(2), 516–530. https://doi.org/10.1108/JIMA-09-2018-0177
Vizano, N. A., Khamaludin, K., & Fahlevi, M. (2021). The effect of halal awareness on purchase intention of halal food: a case study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 441–453. https://doi.org/10.13106/jafeb.2021.vol8.no4.0441
Wibowo, M. W., Putri, A. L. S., Hanafiah, A., Permana, D., & Sh Ahmad, F. (2022). How education level polarizes halal food purchase decision of Indonesian millennials. Journal of Islamic Marketing, 13(12), 2582–2610. https://doi.org/10.1108/JIMA-10-2020-0323
Widyanto, H. A., & Sitohang, I. A. T. (2022). Muslim millennial's purchase intention of halal-certified cosmetics and pharmaceutical products: the mediating effect of Attitude. Journal of Islamic Marketing, 13(6), 1373–1394. https://doi.org/10.1108/JIMA-04-2020-0117
World Population Review. (2023, January). Total population by country 2020. Retrieved from https://worldpopulationreview.com
Authors
Sari D. I., Hermadi I., & Hasanah N. (2023). Behavior Analysis and Clustering of Consumers Towards Halal Awareness. Journal of Consumer Sciences, 8(3), 277-295. https://doi.org/10.29244/jcs.8.3.277-295
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