The Influence of Product Knowledge and Religious Norms on Consumer Purchase Intention Mediated by Attitude

A Case Study on Samyang Noodle

DOI

10.2991/aer.k.210121.053How to use a DOI?

Keywords

Attitude, Product Knowledge, Purchase Intention, Religious Norms

Abstract

Globalization brings many imported food products from non-Muslims countries, such as Korea, China, and Japan, to Indonesia. Many products are categorized as subhat or are still in doubt in their halal. In fact, several of those products do not have a halal license from MUI (Indonesian Ulema Council). This study aims to analyze the influence of product knowledge and religious norms on the purchase intention mediated by Samyang Noodle consumers’ attitudes in the Special Region of Yogyakarta Province. The sampling used in this study was 131 respondents employing a purposive sampling technique. The analysis tool utilized in this study was Structural Equation Modeling (SEM) using AMOS version 22. Based on the analysis, product knowledge was not crucial for Mie Samyang consumers, and the religious norms had a significant role in influencing Muslims to purchase the product. The findings also indicated that the trend could influence people to buy imported products.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Candra Kusuma Wardana
AU  - Retno Widowati
PY  - 2021
DA  - 2021/01/21
TI  - The Influence of Product Knowledge and Religious Norms on Consumer Purchase Intention Mediated by Attitude
BT  - Proceedings of the 4th International Conference on Sustainable Innovation 2020-Accounting and Management (ICoSIAMS 2020)
PB  - Atlantis Press
SP  - 376
EP  - 381
SN  - 2352-5428
UR  - https://doi.org/10.2991/aer.k.210121.053
DO  - 10.2991/aer.k.210121.053
ID  - Wardana2021
ER  -