HALAL MEDICINE PURCHASE INTENTION AMONG SOUTH EAST ASIAN CONSUMERS
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 7, Pages 58-77
AbstractThis paper is an explanatory sequential mixed methods research aimed to explore and investigate the influence of halal medicine perception, halal medicine quality, halal medicine safety and halal medicine knowledge on purchase intention of consumers in South East Asia. The first stage is a quantitative analysis, the questionnaires were distributed randomly in by online electronic questionnaires and use snowball sampling technique, total of 340 respondents were filled online electronic questionnaires. The data processing and hypotheses which were tested using Structural Equation Model (SEM) Linear and Structural Model (LISREL), The next stage is a qualitative analysis exploring factors influence of non muslim consumers to buy halal medicine. Primary data collection using in-depth interviews with 5 (five) of consumers who were selected and determined using purposive sampling method Our analysis results indicated that halal medicine perception has a significant effect on purchase repetition , halal medicine quality has a significant effect on purchase repetition, halal medicine safety has significant positive influences on the purchase repetition and also halal medicine knowledge has a significant effect on purchase repetition. The result of this study may provide an insight to halal medicine producers to look into the South East Asian consumers as one of their target market in halal medicine industry and will help to know the level of South East Asian Consumers knowledge and perception toward halal medicine. Novelty of this research is a new model of halal medicine perception, halal medicine quality, halal medicine safety and halal medicine knowledge on purchase intentions of South East Asian consumers in Indonesia with the Explanatory Sequential Mixed Methods method with the scope of the territory of a country. This research can be a reference for similar research, and subsequent research can be conducted in other countries and could be adapted and adopted by other countries or in other regions.
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