Switching Intention to Consume Halal Food and Beverages among Muslim Students in Indonesia
Nikmatul Atiya- Tika Widiastuti- Ega Rusanti- Annisa Sasri Anindya

Sharia Economic Departmen, Faculty of Economic and Business, Universitas Airlangga

Abstract

Purpose - This study analyzes the intention to switch to consuming food and beverages from franchise businesses that do not yet have halal certification to those that already have halal certification among Muslim students in Indonesia using the push, pull, mooring (PPM) theory.
Design/methodology/approach - This study used a quantitative method with Partial Least Square - Structural Evaluation Model (PLS-SEM) among 130 Muslim students. This study analyzes push effects (regress, dissatisfaction, and social risk), pull effects (perceived risk, halal awareness, and social media influencers), and mooring effects (switching costs).
Findings - The findings show that Muslim students only switch to halal certified food and beverages when they have negative experiences, such as social risk and dissatisfaction (push effect). Meanwhile, their positive experience does not compel them to switch (pull effect), nor do they want to spend more effort consuming food and beverages from halal-certified franchise businesses (switching cost).
Research limitation - This study only took a sample of Muslim students, who may not represent the entire Muslim population in Indonesia. Nevertheless, a comprehensive analysis was carried out to provide a clear understanding.
Originality - This research refines the literature where research discussing switching intention to consume halal-certified food and beverages is still limited, especially in franchise businesses and among Muslim students.

Keywords: Switching Intention, Franchise Business, Halal Food and Beverage, Muslim Student

Topic: Halal industry