Cognitive Dissonance on Muslim^s Purchase Behaviour Amid Ice Cream Halalness Controversy
Sari Bayurini Samudra (a*), Rina Pebriana (a), Ahmad Muhaimin (a)

a) UIN RADEN FATAH PALEMBANG - Faculty of Social & Political Science - Major Communication Study

Jl. Prof. K. H. Zainal Abidin Fikri No.KM. 3, RW.5, Pahlawan, Kec. Kemuning, Kota Palembang, Sumatera Selatan 30126

Abstract

Indonesia is one of the five biggest population countries in the world with 275,000,000 people (BPS,2023). Indonesia is potential market for various goods and services brand from abroad due to high consumption, daily necessities or lifestyle. Muslims as the largest population (86,7%) in Indonesia have a principle of halal life which includes all things that are consumed, used or lived in life. However, Muslims often experience cognitive dissonance because not all products circulating in Indonesia, especially food and beverages, are labeled as halal. An ice cream brand from China, Mixue, has been selling their products in Indonesia since 2020 through more than 300 outlets. The halal issue of Mixue became controversial at the end of 2022. As a matter of fact, Muslim consumers still bought Mixue before it got halal certification. This study uses Cognitive Dissonance Theory (CDT) to analyze the behavior of Muslim consumers who keep buying Mixue during its controversy. Researchers conducted a qualitative method using in-depth interviews with 6 informants. The results showed that all informants experienced cognitive dissonance before buying Mixue products but still chose to continue the purchase because it was influenced by the behavior of the reference group, social media exposure, and the price factor.

Keywords: Cognitive Dissonance- Halal Issue- Muslim Purchase Behaviour

Topic: Marketing and Fintech in Terms of Islamic Perspective