The influence of flavours and halal labels on purchasing decisions
Keywords:
Bojong Kulur, Flavour, Halal Label, SME culinary, TrustAbstract
Indonesian cuisine is as diverse as its multicultural ethnicities and regions. Indonesian cuisine is characterised by a variety of spices, cooking methods and local ingredients. Some of these have influences from India, China, the Middle East and Europe (Indonesian Embassy). The diversity of traditional food is also influenced by the variety of local ingredients available in each region. Every consumer has a particular flavour culinary preference. From street vendors to fine dining restaurants and cafes, you will find a variety of menus with unique flavours, both traditional and present day. The research location was held in Bojong Kulur Village, Gunung Putri District, Bogor with a total of 32 respondents of SME culinary business owners. This research uses quantitative methods. With information collection techniques in the form of observation, document study, questionnaire collection, and interviews. The information analysis techniques used are: linear regression, correlation, and heterocdestige methods using SPSS application collected from surveys, interviews and case studies.
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Svenson, O. (1979). Process descriptions of decision making. Organizational Behavior and Human Performance, 23(1), 86–112.
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Usman, H., Chairy, C., & Projo, N. W. K. (2022). Impact of Muslim decision-making style and religiosity on intention to purchasing certified halal food. Journal of Islamic Marketing, 13(11), 2268–2289.
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Varadarajan, P. R., & Jayachandran, S. (1999). Marketing strategy: an assessment of the state of the field and outlook. Journal of the Academy of Marketing Science, 27, 120–143.
Vizano, N. A., Khamaludin, K., & Fahlevi, M. (2021). The effect of halal awareness on purchase intention of halal food: A case study in Indonesia. The Journal of Asian Finance, Economics and Business, 8(4), 441–453.
Zahara, R., & Sembiring, N. (2020). Effect on the Promotion and Price on Decision To Purchase of Railway Airport Transport Tickets. Dinasti International Journal of Digital Business Management, 1(2), 224–231.
Zainuddin, N., Saifudin, A. M., Deraman, N., & Mahidin, N. (2019). Effect of Halal certification and labelling process on Halal supply chain performance. International Journal of Supply Chain Management, 8(4), 1075–1081.
Zhang, X., & Dong, F. (2020). Why do consumers make green purchase decisions? Insights from a systematic review. International Journal of Environmental Research and Public Health, 17(18), 6607.
Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of brand awareness and social media content marketing on consumer purchase decision. Journal of Public Value and Administrative Insight, 2(2), 5–10.
Arifin, M. R., Raharja, B. S., & Nugroho, A. (2023). Do young Muslim choose differently? Identifying consumer behavior in Halal industry. Journal of Islamic Marketing, 14(4), 1032–1057.
Aslan, H. (2023). The influence of halal awareness, halal certificate, subjective norms, perceived behavioral control, attitude and trust on purchase intention of culinary products among Muslim costumers in Turkey. International Journal of Gastronomy and Food Science, 32, 100726.
Butler, P., & Peppard, J. (1998). Consumer purchasing on the Internet:: Processes and prospects. European Management Journal, 16(5), 600–610.
Dijksterhuis, G. (2024). A taste of the science of eating. Springer.
E. Rios, R., E. Riquelme, H., & Abdelaziz, Y. (2014). Do halal certification country of origin and brand name familiarity matter? Asia Pacific Journal of Marketing and Logistics, 26(5), 665–686.
Egelhoff, W. G. (1993). Great strategy or great strategy implementation-Two ways of competing in global markets. MIT Sloan Management Review, 34(2), 37.
Faith, D. O. (2018). A review of the effect of pricing strategies on the purchase of consumer goods. International Journal of Research in Management, Science & Technology (E-ISSN: 2321-3264) Vol, 2.
Farhan, F., & Sutikno, B. (2024). The acceptance of halal food products among Non-Muslim consumers in Indonesia. Journal of International Food & Agribusiness Marketing, 36(2), 125–146.
Gómez-Corona, C., & Valentin, D. (2019). An experiential culture: A review on user, product, drinking and eating experiences in consumer research. Food Research International, 115, 328–337.
Guo, K. L. (2020). DECIDE: a decision-making model for more effective decision making by health care managers. The Health Care Manager, 39(3), 133–141.
Gupta, V., Sajnani, M., & Gupta, R. K. (2020). Street foods: contemporary preference of tourists and its role as a destination attraction in India. International Journal of Culture, Tourism and Hospitality Research, 14(1), 136–154.
Hamdani, N. A., & Rawita, R. T. V. (2023). Applying Innovation Strategy and Its Effect on Competitive Advantage of Creative Industry: Spicy Culinary Subsector in Indonesia. International Journal of Business, Economics, and Social Development, 4(4), 332–340.
Hunt, S. D., & Derozier, C. (2004). The normative imperatives of business and marketing strategy: grounding strategy in resourceâ€ÂÂÂÂÂadvantage theory. Journal of Business & Industrial Marketing, 19(1), 5–22.
Katuk, N., Ku-Mahamud, K. R., Kayat, K., Abdul Hamid, M. N., Zakaria, N. H., & Purbasari, A. (2021). Halal certification for tourism marketing: the attributes and attitudes of food operators in Indonesia. Journal of Islamic Marketing, 12(5), 1043–1062.
Klee, H. J., & Tieman, D. M. (2018). The genetics of fruit flavour preferences. Nature Reviews Genetics, 19(6), 347–356.
Luo, X., Zaitoon, A., & Lim, L. (2022). A review on colorimetric indicators for monitoring product freshness in intelligent food packaging: Indicator dyes, preparation methods, and applications. Comprehensive Reviews in Food Science and Food Safety, 21(3), 2489–2519.
Martin, N. (2014). Food fight! Immigrant Street Vendors, Gourmet Food Trucks and the Differential Valuation of Creative Producers in C hicago. International Journal of Urban and Regional Research, 38(5), 1867–1883.
Masterson, E. (2021). Do you want fries with that?: A product-based study of hamburger flavour combinations and customer preferences in the Nummela, Finland area.
Nagai, T., & Tamang, J. P. (2010). Fermented legumes: Soybean and non-soybean products. Fermented Foods and Beverages of the World, J. Tamang & K. Kailasapathy,(Eds.), 191–224.
Qazzafi, S. (2019). Consumer buying decision process toward products. International Journal of Scientific Research and Engineering Development, 2(5), 130–134.
Rachmawati, D., Shukri, S., Azam, S., & Khatibi, A. (2019). Factors influencing customers’ purchase decision of residential property in Selangor, Malaysia. Management Science Letters, 9(9), 1341–1348.
Sayogo, D. S. (2018). Online traceability for halal product information: perceptions of Muslim consumers in Indonesia. Journal of Islamic Marketing, 9(1), 99–116.
Schwenk, C. R. (1984). Cognitive simplification processes in strategic decisionâ€ÂÂÂÂÂmaking. Strategic Management Journal, 5(2), 111–128.
Shepherd, R. (2001). Does taste determine consumption? Understanding the psychology of food choice. In Food, people and society: A European perspective of consumers’ food choices (pp. 117–130). Springer.
Spence, C. (2019). On the relationship (s) between color and taste/flavor. Experimental Psychology.
Susiang, M. I. N., Siswanti, I., Permana, D., & Wibowo, M. W. (2024). Effects of competitive intelligence and halal integrity on Halalan Tayyiban implementation strategy in Indonesian MSMEs: the mediating role of halal orientation strategy. Journal of Islamic Marketing.
Svenson, O. (1979). Process descriptions of decision making. Organizational Behavior and Human Performance, 23(1), 86–112.
Tambunan, T. T. H. (2022). Fostering Resilience Through Micro, Small and Medium Enterprises: Perspectives from Indonesia. Springer Nature.
Usman, H., Chairy, C., & Projo, N. W. K. (2022). Impact of Muslim decision-making style and religiosity on intention to purchasing certified halal food. Journal of Islamic Marketing, 13(11), 2268–2289.
Van Bruinessen, M. (2018). Indonesian Muslims in a Globalising World. Singapore: S. Rajaratman School of International Studies, 311.
van Bruinessen, M. M. (2018). Indonesian Muslims in a globalising world: Westernisation, arabisation and indigenising responses. The RSIS Working Paper Series, 311.
Varadarajan, P. R., & Jayachandran, S. (1999). Marketing strategy: an assessment of the state of the field and outlook. Journal of the Academy of Marketing Science, 27, 120–143.
Vizano, N. A., Khamaludin, K., & Fahlevi, M. (2021). The effect of halal awareness on purchase intention of halal food: A case study in Indonesia. The Journal of Asian Finance, Economics and Business, 8(4), 441–453.
Zahara, R., & Sembiring, N. (2020). Effect on the Promotion and Price on Decision To Purchase of Railway Airport Transport Tickets. Dinasti International Journal of Digital Business Management, 1(2), 224–231.
Zainuddin, N., Saifudin, A. M., Deraman, N., & Mahidin, N. (2019). Effect of Halal certification and labelling process on Halal supply chain performance. International Journal of Supply Chain Management, 8(4), 1075–1081.
Zhang, X., & Dong, F. (2020). Why do consumers make green purchase decisions? Insights from a systematic review. International Journal of Environmental Research and Public Health, 17(18), 6607.
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Published
2025-01-30
How to Cite
Yunas, M. F. Y., Yusuf, M. A. ., & Sekarini, R. A. . (2025). The influence of flavours and halal labels on purchasing decisions. Journal of Management Science (JMAS), 8(1), 402–411. Retrieved from https://www.exsys.iocspublisher.org/index.php/JMAS/article/view/659
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