Understanding Consumers’ Shopping Intention toward Halal Minimarkets through an Extended Theory of Planned Behavior

Abstract

This study aims to analyze the factors influencing purchase intention in halal minimarkets within the framework of sustainable consumption. The variables examined include attitude toward behaviour, subjective norm, perceived behavioural control, product quality, and brand image as independent variables, and intention as the dependent variable.  This study employs a quantitative approach using primary data collected from 200 respondents selected through purposive sampling. Data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Square (PLS) approach via SmartPLS software.The results demonstrate that subjective norm and brand image have a positive and significant effect on intention. Meanwhile, attitude toward behaviour, perceived behavioural control, and product quality do not have a significant effect. The R-square value of 0.486 indicates that the independent variables explain 48.6% of the variance in intention, which is categorized as moderate.  These findings suggest that social influence and brand perception play a more dominant role in shaping consumer intention compared to individual attitudes and product quality considerations.