What Drives Online Halal Food Purchasing Decisions? Evidence from Indonesian Muslim Consumers
DOI:
https://doi.org/10.22373/share.0082Keywords:
halal awareness, information quality, online reviews, purchasing decisions, brand trustAbstract
The rapid expansion of e-commerce and digital consumption in Indonesia has transformed consumer purchasing behavior, including in the halal food sector. As one of the world’s largest Muslim-majority countries, Indonesia presents a unique context in which halal considerations intersect with digital information, online interaction, and brand reputation in shaping consumer decisions. This study examines the effects of halal awareness, information quality, and online reviews on purchasing decisions, with brand trust serving as a mediating variable, for Indomie instant noodle products purchased through the Shopee e-commerce platform among Muslim consumers in the Jabodetabek region. The study employed a quantitative research design using primary data collected through questionnaires distributed to 230 respondents. Responses were measured using a Likert scale and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The findings indicate that halal awareness does not significantly influence purchasing decisions or brand trust. In contrast, information quality and online reviews significantly and positively affect both purchasing decisions and brand trust. Brand trust also demonstrates a significant positive influence on purchasing decisions. Furthermore, brand trust mediates the relationships between information quality, online reviews, and purchasing decisions, but does not mediate the relationship between halal awareness and purchasing decisions. The study contributes to the growing literature on halal consumer behavior and digital commerce by demonstrating that, within the context of well-established halal-certified brands, online informational factors and consumer-generated content play a more dominant role in influencing purchasing decisions than halal awareness alone.
ABSTRAK - Apa yang Mendorong Keputusan Pembelian Online Makanan Halal? Bukti dari Konsumen Muslim Indonesia. Perkembangan e-commerce dan konsumsi digital di Indonesia telah mengubah pola perilaku konsumen, termasuk dalam pembelian produk makanan halal. Sebagai negara dengan populasi Muslim terbesar di dunia, Indonesia menghadirkan konteks yang menarik ketika pertimbangan halal berinteraksi dengan kualitas informasi digital, ulasan konsumen, dan kepercayaan merek dalam memengaruhi keputusan pembelian. Penelitian ini bertujuan menganalisis pengaruh halal awareness, quality of information, dan online review terhadap keputusan pembelian dengan brand trust sebagai variabel mediasi pada produk mi instan Indomie melalui platform e-commerce Shopee di kalangan konsumen Muslim Jabodetabek. Penelitian menggunakan pendekatan kuantitatif dengan data primer yang diperoleh melalui penyebaran kuesioner kepada 230 responden. Pengukuran dilakukan menggunakan skala Likert dan dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa halal awareness tidak berpengaruh signifikan terhadap keputusan pembelian maupun brand trust. Sebaliknya, quality of information dan online review berpengaruh positif dan signifikan terhadap keputusan pembelian serta brand trust. Brand trust juga terbukti berpengaruh positif signifikan terhadap keputusan pembelian. Selain itu, brand trust mampu memediasi pengaruh quality of information dan online review terhadap keputusan pembelian, tetapi tidak memediasi pengaruh halal awareness terhadap keputusan pembelian. Penelitian ini memberikan kontribusi pada literatur perilaku konsumen halal dan perdagangan digital dengan menunjukkan bahwa pada merek halal yang telah mapan, faktor informasi digital dan ulasan konsumen memiliki pengaruh yang lebih dominan dibandingkan kesadaran halal dalam membentuk keputusan pembelian konsumen.
References
Agustina, M., Tholok, F. W., & Handry, H. (2019). Pengaruh kepercayaan, kemudahan, kualitas informasi terhadap keputusan pembelian secara online pada situs jual beli Tokopedia (Studi kasus wilayah Tangerang). Primanomics: Jurnal Ekonomi & Bisnis, 17(3), 1–10. https://doi.org/10.31253/pe.v17i3.184
Aini, S. F., & Hendrsato, N. (2023). Assessing the impact of marketing mix and halal awareness on consumer purchase behavior: A case in Indonesia. Hospitality and Tourism Perspective Journal, 2(3), 45–56.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Alayfia, F., Lutfi, L., & Satyanegara, D. (2025). Pengaruh online customer review dan halal awareness terhadap purchase decision dengan brand trust sebagai variabel intervening: Studi pada konsumen lipstik Wardah di aplikasi Shopee di Kota Serang. EKONOMIKA45: Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan, 12(2), 245–263. https://doi.org/10.30640/ekonomika45.v12i2.4302
Amin, M. A., & Rachmawati, L. (2020). Pengaruh label halal, citra merek, dan online consumer review terhadap keputusan pembelian kosmetik Wardah. Jurnal Ekonomika dan Bisnis Islam, 3(3), 151–164. https://doi.org/10.26740/jekobi.v3n3.p151-164
Anggraini, W., Permatasari, B., & Putri, A. D. (2023). Pengaruh online customer review, online customer rating, dan kepercayaan konsumen terhadap keputusan pembelian di TikTok Shop pada masyarakat Kota Bandar Lampung. Jurnal Technobiz, 6(2), 1–10. https://ejurnal.teknokrat.ac.id/index.php/technobiz/article/view/2830
Arbaini, P. (2020). Pengaruh consumer online rating dan review terhadap keputusan pembelian pada pengguna marketplace Tokopedia. Jurnal Bisnis dan Manajemen, 7(1), 25–33. https://doi.org/10.26905/jbm.v7i1.3897
Asosiasi Penyelenggara Jasa Internet Indonesia. (2024). Survei penetrasi internet Indonesia 2024. Asosiasi Penyelenggara Jasa Internet Indonesia. https://apjii.or.id
Basri, Y. Z., & Kurniawati, F. (2019). Effect of religiosity and halal awareness on purchase intention moderated by halal certification. KnE Social Sciences, 3(26), 592–607. https://doi.org/10.18502/kss.v3i26.5403
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295–336). Lawrence Erlbaum Associates.
Ghozali, I., & Kusumadewi, K. A. (2023). SmartPLS 4: Structural equation modeling berbasis partial least squares. Badan Penerbit Universitas Diponegoro.
Gunawan, R., & Pertiwi, D. (2023). The effect of halal label, electronic word of mouth, and product quality on purchasing decisions of Safi skincare through brand image and brand trust as intervening variables. Jurnal Ekonomi Indonesia, 12(2), 134–147.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Evaluation of formative measurement models. In Partial least squares structural equation modeling (PLS-SEM) using R (pp. 75–90). Springer. https://doi.org/10.1007/978-3-030-80519-7_5
Han, B., Li, P., & Tan, X. (2024). The effects of quality perception and multisensory perception on purchase intention when consumers shop online. Asia Pacific Journal of Marketing and Logistics. Advance online publication. https://doi.org/10.1108/APJML-03-2024-0360
Hanifasari, D., Masudin, I., Zulfikarijah, F., Rumijati, A., & Restuputri, D. P. (2024). Millennial generation awareness of halal supply chain knowledge toward purchase intention for halal meat products: Empirical evidence in Indonesia. Journal of Islamic Marketing, 15(7), 1847–1885. https://doi.org/10.1108/JIMA-01-2023-0012
Hariyanto, H. T., & Trisunarno, L. (2020). Analisis pengaruh online customer review, online customer rating, dan star seller terhadap kepercayaan pelanggan hingga keputusan pembelian pada toko online di Shopee. Jurnal Teknik ITS, 9(2), 71–78. https://doi.org/10.12962/j23373539.v9i2.56728
Haudi, H., Handayani, W., & Musnaini, M. (2022). The effect of social media marketing on brand trust, brand equity, and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972. https://doi.org/10.5267/j.ijdns.2022.1.015
Ibrahim, A., Cahyani, A. D. O., & Muksal, M. (2024, July 16). Do rating and review matter? Examining the purchase decision of Muslim Gen Z in Indonesia (SSRN Working Paper No. 4905882). SSRN. https://doi.org/10.2139/ssrn.4905882
Ismawati, A. (2020). Pengaruh kualitas informasi terhadap keputusan pembelian produk online pada Shopee. Prisma (Platform Riset Mahasiswa Akuntansi), 1(6), 51–62.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kurniawan, D., Fasa, M. I., & Lampung, R. I. (2021). Perbandingan perilaku konsumen tentang produk tanpa label halal. Islamic Economics Review Journal, 1(1), 1–10.
Kusmawati, K., & Anggarawati, S. (2024). The influence of online customer review and online customer rating mediated by consumer trust on Skintific product purchase decisions via TikTok Shop. Student Journal of Business and Management, 7(1), 46–60.
Melita, S., & Astuti, R. T. (2024). Pengaruh siaran belanja langsung, dukungan selebriti, promosi, ulasan pelanggan online, dan daya tarik iklan terhadap keputusan pembelian di e-commerce (Studi pada pengguna Lazada di Kota Semarang). Diponegoro Journal of Management, 13(1), 1–12.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
Mulyo, F. A. (2019). Pengaruh kepercayaan, kualitas informasi, dan harga terhadap keputusan pembelian pada Shopee. Prisma (Platform Riset Mahasiswa Akuntansi), 1(3), 1–13.
Musa, A., Halim, H., Khalidin, B., & Ibrahim, A. (2021). What determines Muslim friendly tourism in Aceh? Iqtishadia: Jurnal Kajian Ekonomi dan Bisnis Islam, 14(1), 81–106. https://doi.org/10.21043/iqtishadia.v14i1.9438
Nashirun, N. (2020). Makanan halal dan haram dalam perspektif Al-Qur’an. Halalan Thayyiban: Jurnal Kajian Manajemen Halal dan Pariwisata Syariah, 3(2), 20–31.
Nur’aeni, N. N., Ainulyaqin, M., & Edy, S. (2024). Dampak fenomena e-commerce pada tingkat penjualan di pasar tradisional ditinjau dari psikologi dan ekonomi Islam. Jurnal Ilmiah Ekonomi Islam, 10(1), 270–279. https://doi.org/10.29040/jiei.v10i1.12146
Nurillah, S. L., Aini, Z. N., Timur, Y. P., & Widiastuti, T. (2022). Online review and rating on consumer purchase intention: The moderating role of religiosity. Jurnal Ekonomi dan Bisnis Airlangga, 32(2), 160–175. https://doi.org/10.20473/jeba.v32i22022.160-175
Nurmalasari, N., & Latifah, L. (2023). Pengaruh keamanan, kualitas informasi, dan kemudahan terhadap keputusan pembelian online pada konsumen TikTok Shop. Jurnal Perspektif, 21(1), 45–52. https://doi.org/10.31294/jp.v21i1.15285
Palinggi, S., & Limbongan, E. C. (2020). Pengaruh internet terhadap industri e-commerce dan regulasi perlindungan data pribadi pelanggan di Indonesia. Seminar Nasional Riset dan Teknologi (SEMNASRISTEK), 4(1), 225–232. https://doi.org/10.30998/semnasristek.v4i1. 2543
Prasetyaningrum, I. D., & Rahmawati, N. I. (2023). Analisis pengaruh promosi, kualitas pelayanan, electronic word of mouth, dan citra merek terhadap minat beli konsumen pada situs e-commerce Lazada di Kota Semarang. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi), 10(1), 345–355. https://doi.org/10.35794/jmbi.v10i1.46586
Puspita, R., & Suryoko, S. (2017). Pengaruh iklan, harga, dan kepercayaan merek terhadap keputusan pembelian kosmetik Revlon (Studi pada mahasiswa S1 Universitas Diponegoro). Jurnal Ilmu Administrasi Bisnis, 6(3), 418–425.
Rahadi, D. R. (2023). Pengantar partial least squares structural equation model (PLS-SEM). CV Lentera Ilmu Madani.
Sihombing, P. R., & Arsani, A. M. (2022). SmartPLS untuk penelitian kuantitatif. Andi Publisher.
Siregar, L. K. D. (2024). Analisis pengaruh digital marketing terhadap keputusan pembelian makanan halal di Shopee Food. Youth & Islamic Economic Journal, 5(1), 12–16.
Sobandi, A., & Somantri, B. (2020). Pengaruh kepercayaan konsumen terhadap keputusan pembelian secara online. Winter Journal: IMWI Student Research Journal, 1(1), 41–52. https://doi.org/10.52851/wt.v1i1.5
Suci Pertiwi, S., Efendi, N., Lubis, T. W. H., & Pelawi, P. (2024). Impact of brand identity and halal awareness on purchasing decisions with promotional interventions. Jurnal Ekonomi, 29(3), 469–486. https://doi.org/10.24912/je.v29i3.2318
Suryawan, T. G. A. W. K., Sumerta, I. K., Vatara, I. G. A., & Abdullah, S. (2022). The impact of online reviews and ratings toward Shopee’s customer purchase intention in Gianyar Regency. JBTI: Jurnal Bisnis: Teori dan Implementasi, 13(3), 176–192. https://doi.org/10.18196/jbti.v13i3.16655
Susanto, D., Fadhilah, M., & Udayana, I. (2021). Pengaruh persepsi keamanan, kualitas informasi, dan kepercayaan terhadap keputusan pembelian online. Jurnal Manajemen, 18(2), 89–97.
Syahputra, H., Kamal, S., Rusdi, M., & Ibrahim, A. (2025). Human resource competence in promoting tourism innovation and tourist loyalty in Aceh’s halal destinations. Geo Journal of Tourism and Geosites, 62(4), 2032–2042. https://doi.org/10.30892/gtg.62403-1569
Tafolli, F., Qema, E., & Hoxha, K. (2024). The impact of electronic word-of-mouth on purchase intention through brand image and brand trust in the fashion industry: Evidence from a developing country. Research Journal of Textile and Apparel. Advance online publication. https://doi.org/10.1108/RJTA-07-2024-0131
Tragandi, R., Syamsarina, S., Sarmigi, E., & Mailindra, W. (2024). Pengaruh celebrity endorse dan kualitas informasi terhadap keputusan pembelian dengan kepercayaan sebagai variabel intervening pada online shop. Jurnal Ilmiah Universitas Batanghari Jambi, 24(2), 1916–1925. https://doi.org/10.33087/jiubj.v24i2.5438
Wahyuningrum, M. S. (2023). Pengaruh online customer review terhadap keputusan pembelian pada e-commerce. Jurnal Bisnis, Manajemen, dan Keuangan, 4(2), 359–373.
Wardoyo, W., & Andini, I. (2017). Faktor-faktor yang berpengaruh terhadap keputusan pembelian secara online pada mahasiswa Universitas Gunadarma. Jurnal Manajemen Dayasaing, 19(1), 12–26. https://doi.org/10.23917/dayasaing.v19i1.5101
We Are Social, & Meltwater. (2024). Digital 2024: Indonesia. DataReportal. https://datareportal.com/reports/digital-2024-indonesia
Wijaya, S. A., & Padmantyo, S. (2023). Pengaruh labelisasi halal dan halal awareness terhadap keputusan pembelian produk makanan impor dalam kemasan. Primanomics: Jurnal Ekonomi & Bisnis, 21(2), 161–168. https://doi.org/10.31253/pe.v21i2.1843
Yahya, S., & Sugiyanto, C. (2020). Indonesian demand for online shopping: Revisited. Journal of Indonesian Economy and Business, 35(3), 188–203. https://doi.org/10.22146/jieb.55358
Zaheer, M. A., Anwar, T. M., Iantovics, L. B., Manzoor, M., Raza, M. A., & Khan, Z. (2024). Decision-making model in digital commerce: Electronic trust-based purchasing intention through online food delivery applications (OFDAs). Journal of Trade Science, 12(3), 220–242. https://doi.org/10.1108/JTS-12-2023-0037
Zahirah, J., & Basyir, M. (2024). Pengaruh information quality terhadap purchase decision yang dimediasi oleh brand trust dan brand image. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 9(1), 31–50.
Downloads
Published
Issue
Section
Categories
License
Copyright (c) 2026 Cupian Cupian, Agisty Aulia Trisnanda, Sarah Annisa Noven (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
SHARE allows the author(s) to hold the copyright and to retain the publishing rights without restrictions. Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal a right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC-BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work
