THE IMPACT OF SUBJECTIVE NORMS ON THE BUYING INTENTION OF NON-MUSLIM CONSUMERS ON HALAL FOOD PRODUCTS IN SURABAYA

Authors

  • Nur Adila Wulandari
    adilawulan89@gmail.com
    Departemen Ekonomi Syariah - Fakultas Ekonomi dan Bisnis - Universitas Airlangga
  • Ririn Tri Ratnasari Departemen Ekonomi Syariah - Fakultas Ekonomi dan Bisnis - Universitas Airlangga
June 29, 2020

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This study aims to determine the effect of subjective norms on the buying intentions of non-Muslim consumers on halal food products in Surabaya. This study uses a quantitative approach. Data collection techniques are by distributing online questionnaires to 75 respondents who are non-Muslim domiciled in Surabaya and are at least 17 years old. The analysis technique used is Regression. The sampling method is conducted using a purposive sampling technique. The results of this study indicate that subjective norms have a significant positive relationship with purchase intention.

Keywords: Halal Food, Subjective Norms, Behavioral Control, Purchase Intention



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