Halal's Research

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INTRODUCTION
1.0 INTRODUCTION

This study explores the factors that influence intention to purchase halal products among
consumer. In brief, it will discuss on whether attitude, subjective norms, perceived
behavior control, trust and knowledge are important in explaining the intention to choose
halal products among consumers. This chapter contains the discussion on the background
of the study, problem statement, scope of study, research question, research objectives,
significance of the study, definitions of key terms and organization of the study.

1.1 BACKGROUND OF STUDY

Muslim population represent up to one quarter of the worlds population. It is one the
fastest growing religion on earth both by birth and adoption (Alam & Sayuti, 2011). In
Malaysia itself the Muslim population has increased from 10,257,341 or 58.62% to 14,
049, 379 or 60.36% in 2000. The estimation of the amount in 2010 has increased to
16,862,268 of total Muslim population (Kettani, 2010). Interestingly, this figure is
expected to increase up to 30% in 2025 (Shafie & Othman, 2006).
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One of the most important concepts in Islam is the concept of halal. With an
increasing number of the Muslim population worldwide, halal has become the vital
concern among consumers. According to Malaysiahalalfoods.com, halal can be defined
as permissible or lawful. In the Holy Quran, God commands Muslims and all of mankind
to eat of the Halal things.

"O mankind! Eat of that which is lawful and wholesome, and follow not the footsteps of
the devil. Lo! he is an avowed enemy of you." (2:168)

The term is used to designate food seen as permissible according to Islamic law
(Sharia, ). The opposite of halal is haram, which means unlawful or
prohibited. Halal and haram are universal terms that apply to all facets of life.

In our ever progressive world, it has become increasingly challenging for
Muslims to determine whether the food or drinks they consume are religiously acceptable
or halal. This halal and non-halal problem is not only limited to food and beverage but
also to other products and services.

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Below is the information on the key areas of the Halal Industry in Malaysia that has been
categorized into five (5) components (food and other type of products and services) such
as following:-

1. Food Products : Livestock, Processed Food & Beverages, Food Retailing
2. Pharmaceutical, Cosmetic and Personal Care: OTC, Drugs/Vaccines etc,
Nutraceuticals.
3. Additives & Ingredients: Food Products, Non-food Products.
4. Lifestyle: Apparels, Restaurant & Hotels.
5. Services: Logistics, Standard, Auditing & Certifications, Research and
Technology Development.

Halal industry has become one of the new growth sectors in Malaysia's
manufacturing sector and is the fastest growing global business across the world. It is an
emerging market force that is attracting non-Muslims with its wholesome, hygienic and
contamination-free principles is food production. According to Invest Penangs website,
the global value for trade of Halal foods and non-food products is estimated at USD2.1
trillion annually. These figures, of course, do not take into account the growing numbers
of non-Muslims who eat halal food. Halal market is too large to measure, and it is
growing all the time.

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1.2 PROBLEM STATEMENT

In Malaysia, because of our Muslim majority, halal has become consumers vital
concern. Halal covers the aspects of slaughtering, storage, display, preparation, hygiene
and sanitation. It is not limited on only food category of products but it also covers non-
food category.

As such, in Malaysia, Muslim consumers faced with a broad selection of products
and services. These broad selection offer many different brands either locally or
internationally brand names. Lately we have seen some of the local brands appear to
public as Islamic brands via their creative packaging and labeling works (Shafie &
Othman, 2006). This can be considered as indirectly signal to their primary target, the
Muslim consumers on the halal status of their products. Eventually, owing to
multicultural nature of Malaysia, not all local companies place the Islamic feature on
their packaging and labeling of the products (Alam & Sayuti, 2011).

For instant, if we looked at food products, worldwide growth in Islamic
populations has seen a tremendous demand for Halal foods and created new opportunities
for food processors. Several of the world's major food companies, including Nestle,
Baskin Robbins and Campbell Soup, have addressed the growing demand for foods that
meet the Islamic dietary code.

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As reported in Bernamas news article dated 9 February 2010, Mohd Yusof Abdul
Rahman, Chief Executive of the Federation of Malaysian Consumer Associations
(Fomca) was expounding the Halal issue to Bernama. According to Mohd Yusof, the
truth is that a big number of producers or manufacturers especially for food related items
are non-Muslims. Furthermore, based on the incidences reported by the media, it seems
that Muslim consumers often end up victims to greedy traders and manufacturers who
use their own Halal certification, which is not recognized. Those greedy traders and
manufacturers are either inconsiderate or not bothered on why the products have to be
Halal for Muslims. Looking to the scenario, allows researcher to examine the consumers
halal products purchase intention, as well as applying the Theory of Planned to the study
with an added determinants which are Trust and Knowledge.

1.3 SCOPE OF STUDY

The scope of the research looked at the context and the respondents involved in the study.
The context or focus of the study is on intention to purchase halal products among
consumer. This study will be conducted amongst public and private employees working
in various organizations located in Kulim, Kedah and Georgetown, Penang.

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1.4 RESEARCH QUESTIONS

The questions that the researcher hopes to solve in conducting this research are as
mentioned below:

i. Do attitude influence public and private sector employees intention to purchase
halal products?
ii. Do subjective norm influence public and private sector employees intention to
purchase halal products?
iii. Do perceived behavior control influence public and private sector employees
intention to purchase halal products?
iv. Do trust influence public and private sector employees intention to purchase
halal products?
v. Does knowledge influence public and private sector employees intention to
purchase halal products?
vi. To what extent do these factors (attitude, subjective norm, perceived behavior
control, trust and knowledge) influence public and private sector employees
intention to purchase halal products?

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1.5 RESEARCH OBJECTIVE

The objective of this study is generally to understand attitude, subjective norm, perceived
behavior control, trust and knowledge of the consumer on their intention toward buying
halal products. These consumers are among those public and private sector employees
who have experience consuming or buying halal products. Specifically the study aims to:

i. To determine whether attitude, subjective norm, perceived behavior control, trust
and knowledge influence public and private sector employees to purchase halal
products.

ii. To examine the strength of purchase intentions predictors such as attitude,
subjective norm, perceived behavior control, trust and knowledge amongst public
and private sector employees.

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1.7 SIGNIFICANCE OF STUDY

A systematic research will give good and accurate results on the findings at the end of the
research. Thus, the findings from this research hoped to provide insights for academics,
university, students and even to those manufacturers and marketers. Theoretically, this
study is important because of its contribution towards an insight on how consumers are
becoming more conscious about halal issue. Moreover, it gives an extra value to this
study because it is a research in Malaysian context.

1.7.1 Contribution to knowledge

There are limited studies on halal issue especially those that address on halal purchase
intention in the literature. Even if there are studies done on the issue of halal, only a few
have applied theory of planned behavior (TPB) to explain consumers intention to
purchase halal products. Based on literature review, it was found that normally, there are
only three antecedents of halal food purchasing among consumer in Malaysia (Alam &
Sayuti, 2011). There are some other antecedents that should be considered in future
research such as other aspects of trust, moral obligation, habit and self-identity (Karijin et
al., 2007).

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1.7.2 Contribution to manufacturers and marketers

The findings of this study will primarily beneficial to manufacturers and marketers in
Malaysia by offering an insight into the consumers intention to purchase halal products.
Different marketing approaches or techniques should be used to stimulate halal products
versus regular products consumption (Lada et al,. 2009).

1.8 DEFINITION OF KEY TERMS

Basically, this study is based on a few main topics, which are on halal definition, Theory
of Planned Behavior (TPB), Theory of Reasoned Action and list of the independent and
dependent variables. These concepts have specific definition that need to be understood
to develop comprehension of this study. The definitions of terms that will use in this
study are as follows:

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1.8.1 Halal

Halal is an Arabic word meaning lawful. It refers to things or actions permitted by
Shariah law without punishment imposed on the doer. It is usually used to describe
something that a Muslim is permitted to engage in, e.g. eat, drink or use. The opposite of
halal is haram, which is Arabic for unlawful or prohibited (The Malaysias Government
Official Page).

1.8.2 Theory of Planned Behavior (TPB)

Theory of Planned Behavior (TPB) is a theory that explains as antecedents of three
variables; attitude, subjective norm and perceived behavioral control (Ajzen, 1991).

1.8.3 Theory of Reasoned Action (TRA)

Theory of Reasoned Action (TRA) is a behavioral model and used to predict consumer
behavior. There are only two variables that been discussed in the model which are
attitude and subjective norm (Ajzen & Fishbein, 1975).

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1.8.4 Attitude

Attitude is expressed by the degree to which a person has a favorable or unfavorable
evaluation or appraisal of the behavior in question (Ajzen, 1991). According to Ajzen &
Fishbein (1975 & 1980), Theory of Reasoned Action suggests that a persons behavioral
intention depends on the persons attitude about the behavior and subjective norms.

1.8.5 Subjective Norm

Subjective norm seems to reflect an individuals perception that most people who are
important to him think he should or should not perform the behavior. According to Ajzen
(1987) subjective norm refers to the persons perception of the social pressure for or
against performing the behavior in question.

1.8.6 Perceived Behavior Control

Perceived behavior refers to the degree of control that an individual perceives over
performing the behavior (Chen, 2007; Kang et al., 2006). In addition, according to Ajzen
(2001), perceived behavior control is the extent to which a person feels able to engage in
the behavior.

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1.8.7 Trust

Among all the definition in the literature, the most straightforward definition on trust is
that one believes in, and is willing to depend on, another party (McKnight et al., 1998).
In addition, Morgan and Hunt (1994) pointed out that trust means someone regards
his/her transactional partners as reliable and honest and has confidence in them.

1.8.8 Knowledge

As cited in BusinessDictionary.com, in general, knowledge was defined as the sum of
what is known and resides in the intelligence and the competence of people. In recent
years, knowledge has come to be recognized as a factor of production in its own right,
and distinct from labor. Hence, knowledge in this study refers to Muslim consumers
knowledge towards halal label products.

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1.9 ORGANIZATION OF THIS STUDY

This study is separate into five chapters. Chapter one explain the background of the
study, problem statement, scope of study, research question, research objectives,
significance of the study, definitions of key terms and organization to the remaining
chapters. Chapter Two contains review, which related to the study. The reviews presented
in this chapter include the overview on the halal phenomenon, literature on each
independent and dependent variables and also the relationship between all the variables.
These chapters also provide the hypothesis and theoretical framework to the study.

Chapter Three describe the population and sample, type of data and data
collection, measurement of variables, research instrument, research design, reliability and
validity and validity testing and data analysis. Chapter four present an analysis and
interpretation of the result of the study. This chapter discusses the surveys responses
based on the interpretation of the statistical findings. Finally, Chapter five describes the
finding, limitation, managerial implication, future research and the conclusion.

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2
LITERATURE REVIEW
2.0 INTRODUCTION

This chapter provides reviews from the secondary sources of data related to the
theoretical foundation of the study, the main variables and the relationship of the
proposed framework. This chapter begins with review of previous study on halal
phenomenon in Malaysia. This phenomenon leads to halals conscious among Muslim
and also non-Muslim consumers in Malaysia. Furthermore, it is followed by the
underlying Theory of Planned Behavior, and the variables, including two added variables
which are trust and knowledge. The following sections describe about the conceptual
framework and the formulation of hypothesis.

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2.1 HALAL PHENOMENON

Today, halal is no longer just a religion issue, it is a global phenomenon. Halal symbol
has become a symbol for good quality and wholesomeness. Halal market is diverse and
complex and it covers Muslim and non-Muslims world by its farm to fork nature. It
encompasses a wide range of industry sub-sectors with elements of religious, political
and financial dimension in it. And because Halal is essentially an Islamic phenomenon, it
highlight the benefits of Islam to all mankind. It is inevitable that Muslim become more
particular on the type of products and services that they consumer and use as they have
become more knowledgeable of their religion (Shafie & Othman, 2006).

Moreover, with the Muslim population estimated to exceed three billion by 2010.
And also with the global halal market estimated to be worth USD150 billion a year and
the Halal food industry pegged to grow at a rate of 2.9 per cent annually, businesses
should indeed be tapping at this growing market segment (Harran & Low, 2008). Halal
products and services should be develop and promote for the Ummah rendering the halal
industry as a new dynamic sources of economic growth.

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2.1.1 Halal Certification in Malaysia

Department of Islamic Development Malaysia (JAKIM) is the competent authority being
responsible for halal certification in Malaysia. The responsibility in ascertaining the halal
status of the products involved not only on the official site inspection of plants but also
on the examination on how the Halal status of the raw material is maintained and
monitored at all times. In view of many raw material used in local food production are
mostly imported products which requires the appointment of reputable and reliable
foreign halal certification bodies or organizations to monitor the Halal status of these raw
materials. The recognition is also extended to halal status of finished products.

The Department of Islamic Development Malaysia or JAKIM (Jabatan Kemajuan
Islam Malaysia) introduced its new Halal Stamp in October 2003. The new stamp is the
standard stamp used by all states in Malaysia in contrast to the earlier one where each
state has its own stamp. The original colour of the Halal Stamp is black and white.
However, certificate holders can choose any colour they wish to suit their need. The code
number printed within the circle indicates the Malaysian State that issues the certification
(Jabatan Kemajuan Islam Malaysia, 2010).

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Figure 2.1: Halal Logo Malaysia

Source: Jabatan Agama Islam Malaysia (JAKIM)

It is outlined in the booklet by JAKIM on General Guidelines on the Slaughtering
of Animals and the Preparation and Handling of Halal Food (2001) that the examiner will
only confer halal status when he is fully confident and satisfied beyond any reasonable
doubt on every aspects of the examination. The examination should not create or give rise
to any question or doubt and the examination process shall cover all aspects of:
1. Preparation
2. Slaughtering
3. Processing
4. Handling
5. Storage
6. Transportation
7. Cleaning
8. Disinfection and
9. Management practices
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2.2 INTENTION TO PURCHASE

Ajzen & Fishbein (1975), define intention as a persons location on a subjective
probability dimension involving a relation between himself and some action. In addition,
Armitage & Conner (1999) stated that intention is recognize as the motivation for
individuals to engage in a certain behavior. Furthermore, according to the TPB model, the
immediate determinant of a behavior is the individuals intention to perform or not that
behavior. Behavioral intention is defined as the individuals subjective probability that he
or she will engage in that behavior (Ajzen & Fishbein, 1975).

Referring to TRA, a persons intention is a function of two basic determinants,
one personal in nature and the other reflecting social influence. The personal is the
individuals positive or negative evaluation of performing the behavior. This factor is
termed attitude toward the behavior (Ajzen & Fishbein, 1980). Meanwhile, TRA and
TPB depict persons behavioral intention as a combination of a three basic determinants;
attitude towards the behavior, subjective norm, and perceived behavioral control (Randall
& Gibson, 1991).

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2.3 ATTITUDE

Ajzen and Fishbein, (1980) defined attitude toward the behavior is determined by a
persons evaluation of those outcomes as favorable and unfavorable. According to Ajzen
(1985), an individual is more likely to undertake a certain behavior if he/she has a
positive attitude toward undertaking the behavior. Blackwell et al., (2006) supported that
attitude is the evaluation of performing a particular behavior involving the attitude object,
such as buying the product.

According to the theory of reasoned action, attitudes are a function of beliefs. In
other words, attitude can be define as when an individual or a person believes that
performing a given behavior will leads to mostly positive outcomes, he/she will hold a
favorable attitude toward performing the behavior, while if she/he believes that
performing a given behavior will leads to mostly negative outcomes, he/she will hold an
unfavorable attitude. The beliefs that underlie a persons attitude toward the behavior are
termed behavioral beliefs, to illustrate, such as the act of buying halal or non-halal
products (Lada et al., 2009).

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2.4 SUBJECTIVE NORM

The second major determinant of intention of planned behavior is subjective norm.
According to Ajzen (1987) subjective norm refers to the persons perception of the social
pressure for or against performing the behavior in question. In short, subjective norm
seems to reflect an individuals perception that most people who are important to him
think he should or should not perform the behavior.

Theory of planned behavior holds that subjective norm is a function of beliefs.
Beliefs that underlie the subjective norm are called normative beliefs. Thus, if a person
believes that the most important referents or individuals to them think that the behavior
should be performed, then the subjective norm should influence the intention of the
person to perform the behavior in question. For instance, if consumers believe that
significant others think halal products are good, consumers will have more intention to
buy these products. Therefore, this shows that subjective norm influences intention to
perform a particular behavior. Teo and Lee, (2010) supports the definition from TPB by
defining subjective norm as ones perception of whether people important to the
individual think the behavior should be performed.

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2.5 PERCEIVED BEHAVIOR CONTROL

The final major predictor in theory of planned behavior is perceived behavior control.
Perceived behavior control is an added concept in TPB in addition to attitude and
subjective norm. Perceived behavior refers to the degree of control that an individual
perceives over performing the behavior (Chen, 2007; Kang et al., 2006).

In addition, according to Ajzen (2001), perceived behavior control is the extent
to which a person feels able to engage in the behavior. It has two aspects, (1) how much
a person has control over behavior, (2) how confident a person feels about being able to
perform or not perform the behavior. As an illustration, when an individual feels that
he/she has more control about making halal products purchases, the more likely he/she
will be to do so.

Moreover, according to Ajzen (2002) perceived behavior control can account for
considerable variance in behavioral intention and actions. Providing that when people
believe they have more resources such as time, money and skills their perceptions of
control are high and hence their behavioral intentions increase (Kim & Chung, 2011).
Therefore, it is assumed that intention to purchase halal is higher when consumers
perceive more control over buying these products.

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2.4 TRUST

Another addition of independent variables in this research is trust. Trust is a very
important factor in todays business competitive environment. Trust in a business
relationship helps reduce business risks (Anderson and Narus, 1990). A number of
researchers suggest that the construct of trust is an important element in a business
environment (Anderson and Narus, 1990). Morgan and Hunt (1994) also have pointed out
that trust means someone regards his/her transactional partners as reliable and honest and
has confidence in them.

As cited in George, (2004), according to McKnight et al., (1998), provided that
there are so many different definitions on trust, the most straightforward definition is
that one believes in, and is willing to depend on, another party.

Smith and Barclay (1997) suggested that trust is a cognitive expectation or
emotional viewpoint. It is also a behavior bearing risks or willingness to be engaged in
the above said behavior. If the object trusted is an organization, trust is defined as the
customers dependence on service quality and reliability offered by that organization
(Garbarino and Johnson, 1999).

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2.5 KNOWLEDGE

Knowledge refers to consumer knowledge on halal products. According toMerriam-
webster.com/dictionary knowledge is the fact or condition of knowing something with
familiarity gained through experience or association. Moreover, other definition on
knowledge is from BusinessDictionary.com, knowledge was defined as the sum of what
is known and resides in the intelligence and the competence of people. In recent years,
knowledge has come to be recognized as a factor of production in its own right, and
distinct from labor.

Knowledge in this study refers to consumer knowledge towards halal products.
Particularly, knowledge will be tested whether it is one of the predictor that will influence
intention to purchase halal products among consumers. As stated by, Shaari & Arifin,
(2010) has pointed out that knowledge is one of the key ingredients that influence halal
purchase intention. The knowledge that related to the study is on whether the consumers:

Know every products that are prohibited to be eaten or used by a Muslim
Know that certain products received their halal logo from other country

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For Muslim, assumption has been made that every Muslim should know what is
halal and what haram to be consumed. Product knowledge toward halal product and halal
logo is vital to make purchase decision. Halal label product contain information just the
same as others label product, the different is the halal logo. The halal logo on the label
gives confirmation to the Muslim consumer especially regarding the halal-ness of the
product. Obviously, without the knowledge consumer might be reluctant to purchase a
Halal product, or might be purchasing a non-Halal product, or might also ignore a
product with foreign Halal logo that is not known to the consumer (Shaari & Arifin,
2010).

2.6 THEORY OF PLANNED BEHAVIOR

There are three components in Theory of Planned Behavior that explain further intention
to behave and thus behavior itself, i.e. attitude, subjective norm and perceived behavior
control. Theory of planned behavior (Ajzen, 1991) was developed as an extension to
Fishbein and Ajzens (1980) Theory of Reasoned Action. Implicit within the TRA is the
assumption that behavior is determined by an individuals intention and their intention is
determined by attitudes and subjective norm. Both the attitude formed and the subjective
norm (i.e. social influences) is a function of beliefs. Implicit within the TRA is the
assumption that behavior is determined by an individuals intention and their intention is
determined by attitudes and subjective norm.

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Both the attitude formed and the subjective norm (i.e. social influences) is a
function of beliefs. Using the extended theory, this study will identify factors that
influence purchase intention among consumers with an added aspect which are trust and
knowledge. In the last few decades, theory of reasoned action developed by Fishbein and
Ajzen (1980) had received considerable research attention. Intention plays an important
role in this theory since it is postulated to determine individual behaviors. Attitude toward
the behavior refers to whether the person has favorable or unfavorable opinion or feeling
to engage in the behavior, whereas subjective norms are the persons perception of the
social pressures set for or against performing the behavior (Fishbein & Ajzen, 1980).

Figure 2.1: Theory of Planned Behavior

Source: Adapted from Ajzen (1991)
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According to theory planned behavior, the model predicts behavior under an
individuals control, not behavior due to circumstances beyond control. The three roles of
the theory including attitude toward the behavior where it can refer to a person who has
favorable or unfavorable to have the intention to purchase halal products. Then, the
second term is subjective norm which refers to the perceived social pressure to perform
or not to perform a good intention towards buying halal products. The last antecedent is
the perceived behavioral control which refers to the perceived ease or difficulty of
intention to purchase halal product.

2.7 Relationship between Attitude and Intention to Purchase

Intentions have frequently been subsumed under the concept of attitude and that no
distinction between attitude and intention has usually been made. The usual assumptions
towards attitude and intention would be the more favorable a persons attitude toward
some object, the more he will intend to perform positive behavior and the less he will
intend to perform negative behavior with respect to that object (Ajzen & Fishben, 1975).

However, Page and Luding (2003), in their research paper titled Bank managers
direct marketing dilemmas-customers attitudes and purchase intention have found that
there is no significant relationship between the marketing media used and the intention to
purchase. Their results indicate that the intention to purchase is significantly influenced
by attitude toward the marketing media used, where a positive attitude is related to
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intention to purchase. Overall, the intention to purchase bank services via direct
marketing in the future was not strong.

In contrast of Page & Luding (2003) findings, Alam & Sayuti (2011) found that
there is a significant and positive relationship between attitude and intentions to purchase
halal products. Their study results show that TPB model could explain 29.1 percent of the
variance in the intentions to purchase halal products. Attitude is considered as an
important element in influencing consumer intention in purchasing halal products
because those with high positive attitudes appeared to have greater intentions to intent to
purchase halal products. This finding strengthen Ajzen (1988), statement which is he has
stated that attitude can be described as an important element in predicting and describing
human behavior. Thus, the following hypothesis needs to be substantiated:

H1: There is a significant relationship between Attitude and Intention to Purchase

2.8 Relationship between Subjective Norm and Intention to Purchase

Commonly, few studies have stated that subjective norm will affect buying intentions
through attitudes. As an example, Tarkiainen & Sundqvist (2005) in their studies
regarding subjective norms, attitudes and intentions of Finnish consumers in buying
organic food have tested on whether subjective norm influence intention to buy organic
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products. They have mentioned that in the past studies on organic food-buying behavior,
subjective norm has often been neglected or were not included in the models. However,
their findings have proved that subjective norms do positively influence buying intention
but it affects the intentions of buying organic food through attitudes.

Moreover, Lada et al., (2009), supported that subjective norms are also significant
to influence intention. In their findings, subjective norms have been shown to be most
influential driver of intention to choose halal products. Subjective norm in Malaysia do
plays an important role where family members, friends and colleague are individual
strong referent point. Therefore, Hypothesis 2 is proposed as follows:

H2: There is a significant relationship between Subjective Norm and Intention to
Purchase

2.9 Relationship between Perceived Behavior Control and Intention to Purchase

Perceived behavior refers to the degree of control that an individual perceives over
performing the behavior (Chen, 2007; Kang et al., 2006). According to Ajzen (1991),
perceived behavior control is the extent to which a person tends to feels able to engage in
the behavior. Therefore, it is assumed that behavioral intention to buy a particular product
is higher when consumers perceived more over buying these products (Kim & Chung,
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2011). Ajzen (1991) have stated that perceived behavior control is determined by the
individuals beliefs about the power of both situational and internal factors to facilitate
the performing of the behavior.

However, Alam & Sayuti, (2011) in their research have found that perceived
behavior control is not a critical predictor on behavioral intention (p > 0.05) of buying
halal food in Malaysia. On the contrary, with the finding by Kim & Chung (2011), found
that perceived behavior control are still a significant predictor that influence intention. In
addition, the study also confirm that perceived behavior control has a positive
relationship which means that the greater impact of control in explaining variability in
behavior is not unusual. In simpler terms, the more control an individual feels about
making halal food purchase, the more likely he or she will be to do so. In this study,
perceived behavior control is the ability to purchase halal products. Therefore, we
proposed as follows:

H3: There is a significant relationship between Perceived Behavior Control and
Intention to Purchase

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2.10 Relationship between Trust and Intention to Purchase

According to Shao et al. (2004), purchase intention or intention to purchase refers to the
attempt to buy a product or to visit a store offering services. Based on the above
literature, purchase intention covers several essential meanings:

it refers to the possibility for consumers to be willing to consider buying
it represents what a person wants to buy in the future
it reveals the decision of a consumer to buy a companys product again.

Lin & Lu (2009) suggested that trust has a significantly positive influence on purchase
intentions. They did a study on The influence of corporate image, relationship marketing
and trust on purchase intention: the moderating effects of word-of-mouth. One of the
purposes of this study is to study the influence on consumer purchase intention. A total of
473 respondents were involved in their online survey and 458 questionnaires are effective
to be used as the data. Most of their respondents are based in Northern Taiwan (76.4
percent). The testing results revealed that trust could interpret 25.2 percent of variance
towards purchase intention. In summary, the study revealed that trust can help increase
consumer purchase intention.

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Swan et al., (1999) concluded in their study that in related empirical studies, customer
trust leads to four results:

1. Customers are satisfied with salespersons, enterprises, and transactions;
2. Customers hold a positive attitude towards commodities purchased and loyalty and
support to an enterprise;
3. Customer trust further advances purchase intention; and
4. Customers would choose to buy commodities offered by the enterprises they trust.

Based on the above literature, the fourth hypothesis is developed as follows:

H4: There is a significant relationship between Trust and Intention to Purchase

2.11 Relationship between Knowledge and Intention to Purchase

Shaari & Arifin (2010), in their finding of their research titled Dimension of halal
purchase intention: A preliminary study has pointed out that knowledge as key
ingredient to influence halal products purchase intention. Their argument on the finding
are that when the consumers have knowledge on what is allowed or permissible on
certain halal logo originated from other country, that would help in influencing their
judgment towards purchasing halal products. Obviously, with knowledge, consumer
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would not be reluctant to purchase halal product, they will know which products are not
halal, and will ignore the products with foreign halal logo (Shaari & Arifin, 2010). Thus,
the following hypothesis needs to be substantiated:

H5: There is a significant relationship between Knowledge and Intention to
Purchase

2.12 THEORITICAL FRAMEWORK

The theoretical framework is the foundation for the entire research project based. The
development of the theoretical framework shows that the dependent variable was about
the consumers decision to purchase halal products. Meanwhile, there are five
independent variables have been developed. There are the study about the attitude,
subjective norm, perceived behavior control, trust and knowledge which influence the
consumers in purchasing halal products. The researcher will investigate on whether the
attitude, subjective norm, perceived behavior control, trust and knowledge do influence
intention to purchase halal products among consumers. The researcher also investigated
the correlation between purchase intention with attitude, subjective norm, perceived
behavior control, trust and knowledge.

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Based on the above discussion, this study proposed the following research framework.
Independent Variables Dependent Variables

Figure 2.2: Theoretical Framework of the Research

ATTITUDE
Lada et al,. (2009), Teo T. and
Lee C. B. (2010), Tarkiainen A.
and Sundquist S. (2005),
George J. F. (2004)
SUBJECTIVE NORMS
Teo T. and Lee C. B. (2010),
Tarkiainen A. and Sundquist S.
(2005), George J. F. (2004),
Lada et al,. (2009)
PERCEIVED BEHAVIOR
CONTROL
George J. F. (2004)
TRUST
George J. F. (2004), Weisberg
J., Teeni D. and Arman L.
(2011)
KNOWLEDGE
Pederson P. E. and Nysveen H.
(n.d)
INTENTION TO
PURCHASE
Tarkiainen A. and Sundquist S.
(2005), Shaari J. A. N. and
Arifin S. A. (2010)
34

2.13 CHAPTER SUMMARY

This chapter explains the conceptual part of the study. It has discussed the operational
definition of the dependent variables; intention to purchase, and independent variables;
attitude, subjective norm, perceived behavioral control, trust and knowledge. It also has
described the indicators to measure for each variable. The discussions not only focused
on the variables, but also on the underpinning theory, Theory of Planned Behavior. The
statement of hypotheses also can be reviewed in this chapter as in the next chapter, the
evaluation of the hypotheses result will be discussed in the next chapter.

35

3
RESEARCH METHODOLOGY
3.0 INTRODUCTION

This chapter focuses on the research methodology of the study. This study employed
survey approach to find out consumers intention to purchase halal products. This chapter
consists of three sections. The first section describes the data collection measurement, the
second section is about population and sample, finally third section explains the data
analysis techniques.

3.1 NATURE AND TYPES OF RESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing research
project. It specifies the details or procedures necessary for obtaining the information
needed to structure and or solve marketing research problem (Malhotra, 1999). In this
research, the researcher attempt to identify the relationship between the dependent and
independent variables.

36

The study used questionnaire as the major instrument for gathering the data.
Questionnaire is chosen as the main technique to collect data because it can be self
administered and is simple to score and use. The questionnaire is adapted from several
studies. The questionnaire consists of two sections. Section A consists of the items that
captured general information about the respondents such as gender, age, race, religion,
level of education, yearly income and sector. This part of the questionnaire is designed by
using nominal and ordinal scale.

In the section B of the questionnaire there 36 items related to the dependent
variable and independent variables of the study. This part has six dimensions as follows:

1. Attitude consists of the five items that were adapted from Lada S. et al (2009), Teo
T. and Lee C. B. (2010), Tarkiainen A. and Sundquist S. (2005), George J. F. (2004).
2. Subjective Norms consists of the seven items that were adapted from Teo T. and
Lee C. B. (2010), Tarkiainen A. and Sundquist S. (2005), George J. F. (2004), Lada
S. et al (2009).
3. Perceived Behavior Control consists of the five items that were adapted from
George J. F. (2004).
4. Trust consists of the six items that were adapted from George J. F. (2004),
Weisberg J., Teeni D. and Arman L. (2011).

37

5. Knowledge consists of the six items that were adapted from Pederson P. E. and
Nysveen H. (n.d).
6. Intention to Purchase consists of the 7 items that were adapted from Tarkiainen
A. and Sundquist S. (2005), Shaari J. A. N. and Arifin S. A. (2010)

This part of the questionnaire is designed by using six-point Likert Scale Rating method
ranging from 1 to 6, as follows:

1 = extremely disagree
2 = strongly disagree
3 = disagree
4 = agree
5 = strongly agree
6 = extremely agree

38

The summary of all items of the questionnaire is shown as in Table 3.1 below.

Table 3.1: Summary of the Questionnaire Design

Variables No. of Items Questions No.
Section A:
Gender
Age
Race
Religion
Level of Education
Yearly Income
Sector

1
1
1
1
1
1
1

Section A: 1
Section A: 2
Section A: 3
Section A: 4
Section A: 5
Section A: 6
Section A: 7
Section B:
Attitude
Subjective Norms
Perceived Behavior Control
Trust
Knowledge

5
7
5
6
6
7

Section B: 1-5
Section B: 6-12
Section B: 13-17
Section B: 18-23
Section B: 24-29
Section B: 30-36

39

3.2 RESEARCH SAMPLE

The target population for this study is the public and private sector employees, who were
randomly selected, specifically those respondent living in Kulim, Kedah and
Georgetown, Penang. Both cities are chosen as surveys indicated that these are among
those fast-growing cities in Malaysia.

3.3 HYPOTHESES

To achieve the research objectives and research model, researcher have structure six
research hypothesis. The hypotheses that will be testing in this study are as below:

Hypothesis 1: There is a significant relationship between Attitude and Intention to
Purchase

Hypothesis 2: There is a significant relationship between Subjective Norm and Intention
to Purchase

Hypothesis 3: There is a significant relationship between Perceived Behavior Control
and Intention to Purchase

40

Hypothesis 4: There is a significant relationship between Trust and Intention to Purchase

Hypothesis 5: There is a significant relationship between Knowledge and Intention to
Purchase

Hypothesis 6: There is a significant relationship between Sector and Intention to
Purchase

3.4 PILOT TEST

The questionnaire was tested with 40 respondents consist of public and private sector
employees who were randomly selected to test the reliability and validity of the
questionnaire before starting the process of collecting the real data. According to Burns
and Bush (1998), a pre test minimum of 30 representative participants is sufficient to
validate the questionnaire. The feedback of this pilot test determines and identifies the
need of redesign of the questionnaire. Using the Cronbachs Alpha, the questionnaire is
reliable to measure the actual data if the reliability analysis is equal or more than 0.5.

41

3.4.1 Reliability Test

Based on Cavana, et al., (2001), the reliability of a measure is established by testing for
both the consistency and the stability. Consistency indicates how well the items
measuring a concept hang together as a set. The reliability analysis is aimed to test the
reliable of the instrument by the score of Cronbachs coefficient alpha. Cronbachs alpha
is computed in terms of the average inter-correlations among the items measuring the
concept. This coefficient can hold a value of 0 to 1. Sekaran (2003), also indicated that
the reliabilities less than 0.6 are considered to be poor, those in the range of 0.6 to 0.8 are
acceptable, and those over 0.8 are considered to be good.

The results of the reliability of the pilot instrument fall between 0.862 and 0.952.
Therefore, this indicates that the items in the questionnaire are reliable. Table 3.2 shows
the results of the pilot test that has been conducted.

42

Table 3.2: Reliability statistic for the pilot test

Item Number of Items Cronbach's Alpha
Attitude 5 0.952
Subjective Norms 7 0.930
Perceived Behavior Control 5 0.936
Trust 6 0.911
Knowledge 6 0.862
Intention to Purchase 7 0.949

3.5 STATISTICAL METHODS

In this research, data was analyzed using the Statistical Package for the Social Science
12.0 (SPSS) computer program. The use of SPSS required the data collected to be
numerically coded. Numerical codes were assigned to the majority of question prior to
the administration of the questionnaire. In this research, the responses and information
collected from survey was tested using statistical techniques such frequencies
distribution, t-test, one way ANOVA, correlation and multiple regression analysis.

43

3.6 CHAPTER SUMMARY

This chapter provided details of the questionnaire. It has discusses development of the
questionnaire, creation of the data set and question purpose. In addition it has aligned
questions with the aims and objectives of the research and literature reviewed. The
analysis of the result from the survey is presented in the next chapter.

44

4
DATA ANALYSIS AND FINDINGS

4.0 INTRODUCTION

This chapter discusses the result that has been generated from the study. The discussions
of the research findings will be based on the research objectives and hypotheses that have
been identified in Chapter One. The collected data are processed by using the software
SPSS of version 14.0 and represented in the tables. Data were analyzed by using several
methods such as:

Descriptive Statistics;
o Mean and Standard Deviation
T-test;
One-way ANOVA;
Correlation;
Regression.

45

4.1 SAMPLE CHARACTERISTICS

A set of 300 questionnaires were distributed to the respondents, whom were public and
private sector employees in Kulim, Kedah and Georgetown, Penang. Four weeks gap has
been given in order to get back feedback from the respondents. Out of 300
questionnaires, only 266 respondents have returned the questionnaires. All the
questionnaires returned were usable for data analysis.

Table 4.1: Response Rate

Total %
Questionnaire distributed 300 100
Collected questionnaires 266 88.7
Uncollected questionnaires 34 11.3

46

4.2 BACKGROUND OF THE RESPONDENTS

Table 4.2 to 4.6 shows the distribution of respondents according to their background.
Background of the respondents is the demographics factors in this study. The
demographics factors are gender, age, race, religion, level of education, yearly income
and sector.

4.2.1 Gender of Respondents

Table 4.2 below shows the gender of respondents. Overall, most of the respondents are
male 32.7% (87 respondents) while 67.3% (179 respondents) are female.

Table 4.2: Gender of Respondents

Gender Frequency Percent
Male 87 32.7
Female 179 67.3
Total 266 100.0

47

4.2.2 Age of Respondents of Respondents

The results of respondents race are shown in Table 4.3. The table shows 65 respondents
(24.4%) are from the age 18 - 25 years old. In addition, 115 respondents (43.2%) are
from the age of 26 - 35 years old group while 36 respondents (13.5%) are from 36 - 45
years old. In the other hand, 32 respondents (12%) are from age 46 - 55 years old. The
least respondents are from the age of 56 65 years old group (18 respondents or 6.8%).

Table 4.3: Age of respondents

Age Frequency Percent
18 25 years old 65 24.4
26 - 35 years old 115 43.2
36 - 45 years old 36 13.5
46 - 55 years old 32 12
56 - 65 years old 18 6.8
Total 266 100.0

48

4.2.3 Race of Respondents

Table 4.4 shows the race group of respondents. The table shows that most of the
respondents are Malay (187 respondents or 70.3%). Followed by 55 respondents or
20.7% are Chinese. The least respondents are Indian (24 respondents or 9.0%).

Table 4.4: Race of Respondents

Race Frequency Percent
Malay 187 70.3
Chinese 55 20.7
Indian 24 9.0
Total 266 100.0

49

4.2.4 Religion of Respondents

Table 4.5 shows the religion of the respondents. Most of the respondents are Muslims
(187 respondents or 70.3%). Followed by 51 respondents or 19.2% are Buddhists, 7
respondents (2.6%) are Christians and 21 respondents or 7.9% are Hindus.

Table 4.5: Religion of Respondents

Religion Frequency Percent
Muslim 187 70.3
Buddhist 51 19.2
Christian 7 2.6
Hindu 21 7.9
Total 266 100.0

50

4.2.5 Education Level of Respondents

Table 4.6 shows level of education of respondents. It shows that 5 respondents (1.9%) are
PhD or Masters holder. In the other hand, 63 respondents or 23.7% are Bachelor
Degrees holder. Another 44 respondents (16.5%) are Diploma or Certificates holder and
5 respondents (1.9%) is STPMs holder. Most of the respondents are SPMs holder (126
respondents or 47.4%) and another 23 respondents (8.6%) are PMRs holder.

Table 4.6: Education Level of Respondents

Level of Education Frequency Percent
PhD/Master 5 1.9
Bachelor Degree 63 23.7
Diploma/Certificate 44 16.5
STPM 5 1.9
SPM` 126 47.4
PMR and below 23 8.6
Total 266 100.0

51

4.3 DESCRIPTIVE STATISTICS OF DATA COLLECTION

According to Coakes and Steed (2007) descriptive statistics are used to describe, examine
and summarize the main features of a collected data quantitatively. Therefore, descriptive
statistics are describing what the data shows. Basically, this is the methods used to
organize, display, describe and explain a set of data with use of tables, graph and
summary measures (Norusis, 1999, Johnson and Christense, 2000).

Respondents were asked to indicate their perceptions and agreement towards the
statement in the questionnaires, using the Six Point Likert-Scale answers. The scale were
ranged between 1=extremely disagree; to 6=extremely agree. Based on their score for
each statement, researched had found the average score (mean) for each variables. This
value was then categorized to the following categories to indicate their level of
perceptions towards all variables:

1.00 to 2.25 = Low
2.26 to 3.75 = Moderate
3.76 to 6.00 = High

52

It is found in Table 4.7 that attitude towards intention to purchase halal products among
respondents were high (mean=5.08, sd=1.099). This means that the majority of the
respondents are influence by their attitude in order to have the intention to purchase halal
products.

For subjective norm, perceived behavior control and trust, they also holds high
value of mean where subjective norm variable is holding (mean=4.60, sd=1.053),
perceived behavior control variable is holding at (mean=4.72, sd=1.038) and trust
towards halal products are also at high level which are at (mean=4.65, sd=1.057). This
shows that consumers do believe that their subjective norm such as friends and families
do influence their intention towards buying halal products.

It also shows that perceived behavior control among consumers are also high in
order to stimulate the intention before doing the act of buying halal products. The fourth
variables which is trust is also at high level referring to when the consumers trust halal
products, it will influence their intention to buy halal products. Another independent
variable which is knowledge also score high level of mean (mean=4.31, sd=0.915). For
the intention to purchase, this variable also perceived high value of mean (mean=4.70,
sd=1.064). Therefore, we can say that most of the respondents have the intention to
purchase halal products.

53

Table 4.7: Descriptive (Mean and S. Deviation) Analysis of the Variables

Variables N Mean Std. Deviation Level
ATTITUDE 266 5.08 1.099 High
SN 266 4.60 1.053 High
PBC 266 4.72 1.038 High
TRUST 266 4.65 1.057 High
KNOWLEDGE 266 4.31 0.915 High
ITP 266 4.70 1.064 High

Tables 4.7 to Table 4.13 provide the mean and standard deviation scores of independent
variables and dependent variables adopted in this study. Overall, the mean scores for the
six scales which consist of 36 items shows the positive high mean values which ranged
from 3.99 to 5.17.

4.3.1 Attitude

Table 4.8 shows Mean and Standard Deviation scores of Independent Variable
Attitude. As tabulated in table 4.8, all the items have means between 4.88 and 5.17,
indicating high level of attitude among respondents towards the intention to purchase
halal products.
54

Four items scored most equal mean value ranging from 5.10, 5.11, 5.13 and 5.17.
There are item two Choosing halal products are a good idea (mean=5.17), item three
: I like to choose halal products (mean=5.10), item four I look forward to buy halal
products (mean=5.11) and item five Choosing halal products is a wise idea
(mean=5.13). Whereas, item one has the lowest score which is at mean=4.88, I intend to
buy halal products in the near future.

Table 4.8: Means and Standard Deviation of Attitude Items.

Items Mean Standard
Deviation
ATT1: I intend to buy halal products in the near future 4.88 1.259
ATT2: Choosing halal products are a good idea 5.17 1.055
ATT3: I like to choose halal products 5.10 1.185
ATT4: I look forward to buy halal products 5.11 1.144
ATT5: Choosing halal products is a wise idea 5.13 1.234

55

4.3.2 Subjective Norm

Table 4.9 shows the Mean and Standard Deviation scores for variable Subjective Norm.
The highest score for this variable fall at the item SN1, People who are important to me
think that I should buy halal products with the (mean=4.71, sd=1.173). This indicates
most of the respondents believed that people who are important to the consumer do
influence their intention to purchase halal products. Four items share almost the same
mean which are item SN3, People whose opinions I value will encourage me to buy
halal products (mean=4.65, sd=1.113), item SN4, People who are important to me will
support me to buy halal products (mean=4.66, sd=1.273), item SN6, My family
members prefer halal products (mean=4.62, sd=1.251) and item SN7, My friends
would think that I should choose halal products.

Next are item SN2 and item SN5 who scored the lowest among seven items for
Subjective Norm variables. Item SN2 People who influence in my behavior think that I
should buy halal products, (mean=4.43, sd=1.209) and item SN5 Most people who are
important to me choose the halal products, (mean=4.48, sd=1.251). But, in terms of
perceived mean values, those items are considered in the high level group of notched.

56

Table 4.9: Means and Standard Deviation of Subjective Norm Items

Items Mean Standard
Deviation
SN1: People who are important to me think that I should buy
halal products
4.71 1.173
SN2: People who influence in my behavior think that I should buy
halal products
4.43 1.209
SN3: People whose opinions I value will encourage me to buy
halal products
4.65 1.113
SN4: People who are important to me will support me to buy
halal products
4.66 1.273
SN5: Most people who are important to me choose the halal
products
4.48 1.271
SN6: My family members prefer halal products 4.62 1.251
SN7: My friends would think that I should choose halal products 4.67 1.224

57

4.3.3 Perceived Behavior Control

As shown in the table 4.10, the respondents perceived behavior control towards intention
to purchase halal products received an average mean of 4.72. The respondents gave the
highest response on the item PBC1, I am capable of buying halal products with a mean
of 4.97. This finding suggests that respondents do believe that they are capable of buying
halal products. Eventually, item PBC2 Buying halal products is entirely within my
control score (mean=4.73, sd=1.072), item PBC3 I have the resources to buy halal
products, (mean=4.58, sd=1.233), item PBC4 I have the knowledge to buy halal
products, (mean=4.61, sd=1.063), item PBC5 I have the knowledge to buy halal
products, (mean=4.70, sd=1.112). All items scored high value of mean and it shows that
respondents hold positive perceived behavior towards intention to purchase halal
products.
Table 4.10: Means and Standard Deviation of Perceived Behavior Control Items

Item Mean Standard
Deviation
PBC1: I am capable of buying halal products 4.97 1.072
PBC2: Buying halal products is entirely within my control 4.73 1.284
PBC3: I have the resources to buy halal products 4.58 1.233
PBC4: I have the knowledge to buy halal products 4.61 1.063
PBC5: I have the ability to buy halal products 4.70 1.112
58

4.3.4 Trust

Table 4.11 shows mean score and standard deviation for trust dimension. More or less,
mean for every items for trust variable are ranging from 4.45 until 4.84. Putting trust on
halal products is a good idea, item TRUST1 scored the highest mean at 4.84.
Meanwhile, other items score are also high, item TRUST2 Halal products is
trustworthy score (mean=4.76, sd=1.292), item TRUST3 It is easy for me to trust halal
products score (mean=4.45, sd=1.259), item TRUST4 I tend to trust halal products,
even though I have little knowledge of it score (mean=4.62, sd=1.163), item TRUST5 I
find it that trusting halal products is not difficult score (mean=4.51, sd=1.248) and item
TRUST6 I felt trust in halal products score (mean=4.70, sd=1.158).

All mean for every variables are high and this finding suggests that respondents
do trust halal products that leads to their intention to purchase halal products.

59

Table 4.11: Means and Standard Deviation of Trust items

Item Mean Standard
Deviation
TRUST1: Putting trust on halal products is a good idea 4.84 1.292
TRUST2: Halal products is trustworthy 4.76 1.770
TRUST3: It is easy for me to trust halal products 4.45 1.259
TRUST4: I tend to trust halal products, even though I have little
knowledge of it
4.62 1.163
TRUST5: I find it that trusting halal products is not difficult 4.51 1.248
TRUST6: I felt trust in halal products 4.70 1.158

4.3.5 Knowledge

In Table 4.12, all the items for knowledge variable scored mean ranges in between 3.99
to 4.83. The highest mean for this dimension is item K2, It is more important that the
information about halal products is presented in an entertaining way that it is detailed
and comprehensive (mean=4.83, sd=1.074) whereas the lowest mean is item K5,
Others often seek my advice on halal products (mean=3.99, sd=1.134).

60

Table 4.12: Means and Standard Deviation of Knowledge items

Item Mean Standard
Deviation
K1: I am the first of all interested in acquiring as much knowledge
as possible on halal products
4.34 1.074
K2: It is more important that the information about halal products
is presented in an entertaining way that it is detailed and
comprehensive
4.83 1.153
K3: I feel knowledgeable about halal products 4.23 1.144
K4: I have enough knowledge about that halal products to give
others advice about it
4.16 1.045
K5: Others often seek my advice on halal products 3.99 1.134
K6: I feel very confident about what is relevant when buying halal
products
4.33 1.202

4.3.6 Intention to Purchase

Table 4.13 shows the mean and standard deviation of dependent variable Intention to
Purchase. The lowest scored in this dimension is ITP2 item, I choose to purchase halal
products even not familiar with the brand with the score of (mean=4.47; sd=1.271). On
61

the contrary, ITP7 item holds the highest mean value with (mean=4.85, sd=1.134) which
stated It is likely that I will purchase halal products in the near future.
This result denotes most of the respondents in this study have the intention to
purchase halal products in the near future.

Table 4.13: Means and Standard Deviation of Intention to Purchase items

Item Mean Standard
Deviation
ITP1: I intend to buy halal products 4.72 1.132
ITP2: I choose to purchase halal products even not familiar with
the brand
4.47 1.271
ITP3: I plan to buy halal products more often 4.72 1.199
ITP4: I choose to purchase halal products even it is quite
expensive
4.64 1.255
ITP5: I will buy halal products in the future 4.75 1.178
ITP6: I expect to purchase halal products in the future 4.76 1.211
ITP7: It is likely that I will purchase halal products in the near
future
4.85 1.134

62

4.4 T-test of Data Collection

According to Coakes and Steed (2007), the purpose of using t-test is to determine
whether there is exists between two sets of scores. T-test has three main types which are
one sample, independent groups and repeated measures. In this research, independent
samples test has been used in order to examine whether sector which respondents were
in is significant toward intention to purchase halal products among consumers.

The result of t-test is shown in Table 4.14. Coakes and Steed (2007) further
explained in determine accepting and rejecting hypothesis is by analyzing Levenes test
which has value greater than 0.5. Then you can assume that the population variances are
relatively equal. They elucidated in their notes, The two-tail significance for without
additive indicates that p >.05 and, therefore, is not significant. Therefore, you can accept
the null hypothesis and reject alternative hypothesis (p.71).

63

4.4.1 Sector and Intention to Purchase

The result of t-test is shown in the Table 4.14. This finding indicates that there is a
significant differences in intention to purchase between two sector (t-value=3.107, p=
0.002). As the probability error is less than 0.05 (p= 0.002 >0.05). Therefore we accept
the hypothesis, H6.

H6: There is a significant relationship between Sector and Intention to Purchase

Table 4.14: Independent T-Test between Sector and Intention to Purchase

Sector N Mean
Std.
Deviation t Significant
Intention to
Purchase Gov 96 4.9747 1.08915 3.107 0.002
Private 163 4.5513 1.04133

64

4.5 One Way ANOVA Analysis

One way analysis of variance (one-way ANOVA) is a statistical test used to compare the
mean of three or more independent sample groups (SPSS Base 2.0 Users Guide, 2003).
This test will determine whether there is a significant difference in the population mean
from which the samples were represented.

ANOVA also is a statistical technique for examining the differences between two
or more populations. F test is a statistic test which is used to test equality of variance of
two populations. Sekaran and Bougie (2010) clarified that the results of ANOVA show
whether or not the means of various group are significantly different from one another, as
indicated by F statistics. In this study, we do analyzed race and education level with the
independent variable. These factors are analyzed with the intention to purchase to
compare and examine the differences between these populations. These are consisting
with the Malay, Chinese, and Indian. And for level of education, there is PhD/Master,
Bachelor Degree, Diploma/Certificate, STPM, SPM, PMR and below.

From table 4.15, we found that sample group is statistically significant difference
between groups as determined by one-way ANOVA. The race dimension is explained by
(F (2,263) =109.637; p = 0.000). This finding indicates that there is a significance
difference of race in intention to purchase. The analysis is continued by doing A Tukey
post-hoc test to reveal which group has significant difference. From the analysis done, all
65

three groups namely Malay, Chinese, Indian are statistically significant differences where
the p value is at significant value (p= 0.000).

Another dimension that has been analyzed is on education level with the intention
to purchase. We found that this sample group is also statistically significant difference
between groups as determined by one-way ANOVA. The race dimension is explained by
(F (5,260) =5.136; p = 0.000). This finding indicates that there is a significance
difference of education level in intention to purchase. The analysis is continued by doing
A Tukey post-hoc test to reveal which group has significant difference. From the analysis
done, all six groups namely PhD/Master, Bachelor Degree, Diploma/Certificate, STPM,
SPM, PMR and below are statistically significant differences where the p value is at
significant value (p= 0.000).

Table 4.15: One-Way ANOVA between Race and Intention to Purchase

F Sig
Race 109.637 0.000
Education Level 5.136 0.000

66

4.6 Correlation Analysis

Pearson Product Moment Correlation Analysis is used to determine the level of
correlation between independent variables and dependent variable. Table 4.16 shows the
scale that describes the strength of relationships between independent variables and
dependent variable. In this analysis also, hypotheses are tested to distinguish the
significant relationship between two variables.

Table 4.16: Pearsons Correlation Scale

Pearson r Indication
Between 0.80 to 1.00 High Correlation
Between 0.60 to 0.79 Moderately High Correlation
Between 0.40 to 0.59 Moderately Correlation
Between 0.20 to 0.39 Low Correlation
Between 0.10 to 0.19 Negligible Correlation

67

4.6.1 Hypotheses Testing

Hypothesis is a statement that the researcher sets out whether to accept or reject based on
data collection method. Below are the hypotheses that were used in the analysis. This
study was used correlation analysis method to test the entire hypothesis. Pearson
Correlation Method had been selected to be used since it is suitable because there are two
variables in an interval scale. The results are shown in table 4.17 to table 4.21.

Hypothesis 1

Among six hypothesis were developed before, the first hypothesis is intend to see the
relationship between Attitude and Intention to Purchase halal products. Below is the
hypothesis statement as developed in Chapter Three.


Table 4.17 shows the results of Pearson Correlation test that has been conducted between
dimensions Attitude and Intention to Purchase. The results reveal that there is an
existence of significant value between these two dimensions as the p value is smaller than
significant value, (p < 0.05). In addition, there is high correlation between these two
dimensions as correlation coefficient is at (r = 0. 858). Therefore, H1 is accepted.
68

Table 4.17: Correlation between Intention to Purchase and Attitude

Intention to
Purchase
Attitude Pearson Correlation

0.858(**)

Sig. (2-tailed) 0.000

N

266
**Correlation is significant at the 0.01 level (2-tailed)

Hypothesis 2

The second hypothesis is intending to evaluate the relationship between Subjective Norm
and Intention to Purchase halal products. The second hypothesis is stated as below;

Purchase

dimensions Subjective Norm and Intention to Purchase. The results reveal that there is
positive correlation between these two dimensions as the p value is smaller than
69

significant value, (p < 0.05) and H2 is accepted. In addition, there is a high correlation
between these two dimensions as correlation coefficient is at (r = 0.820).

Table 4.18: Correlation between Intention to Purchase and Subjective Norm

Intention to
Purchase
Subjective Pearson Correlation

0.820(**)
Norm Sig. (2-tailed) 0.000

N

266

Hypothesis 3

The third hypothesis in this study is assessing the relationship between Perceived
Behavior Control and Intention to Purchase halal products. Below is the hypothesis
statement as developed in Chapter Three.


70

Subjective Norm and Intention to Purchase. The results reveal that there is positive
correlation between these two dimensions as the p value is smaller than significant value,
(p < 0.05) and H3 is accepted. In addition, there is a high correlation between these two
dimensions as correlation coefficient is at (r = 0. 825).

Table 4.19: Correlation between Intention to Purchase and Perceived Behavior Control

Intention to
Purchase
Perceived Pearson Correlation

0.825(**)
Behavior Sig. (2-tailed) 0.000
Control N

266

Hypothesis 4

Hypothesis 4 intends to study about the relationship Trust and Intention to Purchase halal
products. Below id the stated hypothesis;


71

Table 4.20 shows the correlation analysis result of Trust and Intention to Purchase halal
products. Since both variables are interval, Pearson Correlation test was conducted. There
is a positive correlation between critical success factor of Trust and Intention to Purchase
with a significant value of 0.000. So, H4 is accepted. Trust and Intention to purchase are
related with a moderately high correlation (r=0.757).

Table 4.20: Correlation between Intention to Purchase and Trust

Intention to
Purchase
Trust Pearson Correlation

0.757(**)


N

266

Hypothesis 5

Another hypothesis tends to study the relationship between relationship Knowledge and
Intention to Purchase halal products. Below is stated hypothesis as outlined in Chapter
Three;

72

H5: There is a significant relationship between knowledge and intention to
purchase

Knowledge and Intention to Purchase. The results reveal that there is positive correlation
between these two dimensions as the p value is smaller than significant value, (p < 0.05).
In addition, there is moderately high correlation between these two dimensions as
correlation coefficient is at (r = 0. 817). H5 is accepted.

Table 4.21: Correlation between Intention to Purchase and Knowledge

Intention to
Purchase
Knowledge Pearson Correlation

0.817(**)


N

266

As a conclusion, from the hypothesis testing result, intention to purchase halal products
among consumer were influence by attitude, subjective norm, perceived behavior control,
trust and knowledge.

73

4.7 Regression Analysis

According to Sekaran and Bougie (2010), regression analysis is used in a situation where
one or more metrics independent variable(s) are hypothesized to affect a metric
dependent variable. In this research, regression analysis is used to analyze the effect of
attitude, subjective norm, perceived behavior control, trust and knowledge (independent
variables) towards their intention to purchase as a dependent variable.

4.7.1 Regression Analysis on Coefficient of Determination (R)

The results of multiple regression analysis among five independent variables against
dependent variable, intention to purchase among respondents can be seen in the table
4.22. The model summary table shows that R, correlation of five independent variables
which are attitude, subjective norm, perceived behavior control, trust and knowledge with
dependent variable, intention to purchase is equal to 0.906. After inter-correlation R
square (0.906) is generated is actually the square of R (0.821). This means that 82.1
percent of five independent variables have impact on the dependent variable. In other
words, 82.1 percent of variance in intention to purchase was explained by the
independent variables. Based on rule of thumbs, the remaining 17.9 percent cannot be
explained by the regression analysis.

74

Table 4.22: Model Summary of Durbin-Watson

Model R R Square
1 .906(a) .821

a. Predictors: (Constant), Attitude, Subjective Norm, Perceived Behavior Control,
Trust and Knowledge
b. Dependent Variable: Intention to Purchase

4.7.2 Regression Analysis on Durbin-Watson Test.

The results of Durbin-Watson analysis can be seen in the table 4.23. From the table, the
value of Durbin-Watson is 2.149. This value indicates that there is negative correlation
between dependent variable and independent variables. In other words, this relationship
is significant.
Table 4.23: Model Summary of Durbin-Watson

Model R R Square
Durbin-Watson
1 .906(a) .821 2.149
Trust and Knowledge
75

4.7.3 Regression Analysis of ANOVA Test

ANOVA is a statistical technique for examining the differences between two or more
populations. F test is a statistic which is used to test equality of the variance of two
populations.

The ANOVA table shows that the F value of 238.270 is significant at the 0.000
level. This result reflects that 82.1% of the variance (R-Square) in halal products
purchasing has been significantly illustrates by the five (5) independent variables.

Table 4.24: Regression Analysis of ANOVA Test

Model F Sig.
1 238.270 .000(a)

Trust and Knowledge

76

4.7.4 Regression Analysis of Coefficient

Regression analysis of coefficient test as shown in table 4.25 is used to test the coefficient
between independent variables and dependent variable. The results from the table shows
that Beta of attitude is 0.365 followed by subjective norm (0.211), perceived behavior
control (0.093), trust (-0.034) and knowledge (0.348). Based on the result, attitude has the
highest impact on intention to purchase.

In addition, only three variable which are attitude (p=0.000), subjective norm
(p=0.000) and knowledge (p=0.000) are significant predictors of intention to purchase.
On the other hand, the other variables (perceived behavior control p=0.116 and trust
p=0.492) are not predictors of intention to purchase.
Table 4.25: Coefficients (a)
Model B Std. Error Beta t Significant
(Constant) -0.108 0.143

-0.752 0.453
ATTITUDE 0.354 0.061 0.365 5.777 0.000
SN 0.213 0.054 0.211 3.958 0.000
PBC 0.095 0060 0.093 1.577 0.116
TRUST -0.034 0.050 -0.034 -0.688 0.492
KNOWLEDGE 0.404 0.507 0.348 7.078 0.000
a. Dependent Variable: Intention to Purchase
77

4.8 CHAPTER SUMMARY

The six (6) hypotheses proposed earlier have been tested. Using a sample of 266
respondents, data was obtained from random respondents, in public and private
employees in Kulim and Georgetown. The main objective was to examine the strength of
purchase intentions predictors such as attitude, subjective norm, perceived behavior
control, trust and knowledge. There were two levels of statistical analysis conducted with
two different steps. The first level involved analysis of the basic characteristics of the
data which is descriptive statistics. While the second level involved two main statistical
analysis, which are analysis of difference (t-test and one way ANOVA) and analysis of
relationship and influences (correlation and regression analysis).

Based on test conducted, all the hypotheses are accepted. Regression test also
proves that all five (5) variables; attitude, subjective norm, perceived behavior control,
trust and knowledge influencing the intention to purchase halal products among
consumers.

78

Table 4.26: Summary Result of Hypotheses Testing

Hypotheses Outcomes
H1 There is a significant relationship between Attitude and
Supported
H2 There is a significant relationship between Subjective Norms
and Intention to Purchase
Supported
H3 There is a significant relationship between Perceived
Behavior Control and Intention to Purchase
Supported
H4 There is a significant relationship between Trust and Intention
to Purchase
Supported
H5 There is a significant relationship between Knowledge and
Supported
H6 There is a significant relationship between Sector and
Supported

79

5
DISCUSSION AND CONCLUSION

5.0 INTRODUCTION

This chapter will discuss and summarize the findings of the research. Generally, the
objective of this study is to understand attitude, subjective norm, perceived behavior
control, trust and knowledge of the consumer on their intention toward buying halal
products. Second objective is to examine the strength of purchase intentions predictors
towards the intention to purchase halal products amongst public and private sector
employees. The conclusion describes the most important variables that have been applied
to the Theory of Planned Behavior. Finally some recommendations are presented.

80

5.1 SUMMARY OF THE FINDINGS

The objective of this study is generally to understand attitude, subjective norm, perceived
behavior control, trust and knowledge of the consumer on their intention toward buying
halal products. These consumers are among those public and private sector employees
who have experience consuming or buying halal products. Demographic factor like
gender, age, race, religion, education level, yearly income and sector has been used to
describe the characteristics of respondents.

Based on this study, there are 87 males and 179 female respondents involved.
Majority of the respondents working in public (government) sector and most of them are
around 26-35 years old. From the ANOVA test, race and education level are significantly
influence intention to purchase among consumers which both is at the level 0.000. These
results explained that both factor influence of the intention to purchase among
consumers.

In the correlations result, among the five dimensions that stated as factors that
influenced intention to purchase, attitude is correlated (correlation coefficient = 0.858). In
term of attitude, it will refer to the attitude that will stimulate respondents intention to
purchase halal products. This finding was supported by Lada et al., (2010). They found
that attitude is good predictors of intention to purchase halal products among consumers.

81

The respondents rank the perceived behavior control as the second highest
dimension which influenced intention to purchase which its correlation coefficient is
0.825. Perceived behavior control in this matter can be referred to degree of control that
an individual perceives over performing the behavior (Chen, 2007; Kang et al., 2006).
Most respondents believe that their behavior towards the intention to buy halal products
is higher when they perceive more control over buying these products. This finding is
consistent with Kim and Chung (2011) study that perceived behavior control was
positively related to purchase intention.

The next factor which influenced intention to purchase is subjective norm
(correlation coefficient = 0.825). Subjective norm reflects ones perceived social pressure
to perform a certain behavior. If social expectations are that people should perform in the
behavior in question, then the individual should be more likely to do so. In the other
hand, if social expectations are that people should not perform in the behavior, then the
individual should be less likely to do so (Alam & Sayuti, 2011). In this case, if
purchasing halal products are seen as socially desirable behavior based on what important
others think about it, than the individual is more likely have the intention to buy halal
products. Consistent to the studies of Alam & Sayuti (2011), Lada et al., (2010) and
Tarkiainen & Sundqvist (2005), the research found that subjective norm was significantly
related to intention.

82

5.2 DISCUSSION ON RESEARCH HYPOTHESES

Discussion from previous chapter has lead to test all six hypotheses. The result reveals
that all independent variables have significant relationship with intention to purchase.
However, the rational of relationship need to be explained further more to give strong
evidence and credibility of the study. Besides, the results of present study will be
compared with the previous study to examine similarity among them.

5.2.1 Hypothesis One

Based on the research objectives, the purpose of study is to examine the relationships
between attitude and intention. Therefore, researcher had structured hypothesis, one that
predict attitude will significant influence intention in to purchase halal products among
consumers.


Results of study had presented that attitude has a significant effect on the
intention to purchase halal products. Among the five independent variables, attitude
presents highest regression value (beta = 0.365). It also shows positive relationship,
which means an increasing of attitude will correlate increase in intention and vice versa.
83

For example, if consumers have increased their attitude toward intention to purchase,
their intention also will increase.

The result is consistent with previous study by Lada et al., (2009) on the study of
intention to halal products using theory of reasoned action (TRA). In addition, Tarkiainen
and Sundqvist (2005) in their study on attitude and intentions of Finnish consumers in
buying organic food have found that consumers intention to buy organic product can be
predicted by attitude. From the finding, we can conclude that people who have a positive
attitude toward knowledge sharing are more likely to intend to implement it. Meaning
that, whether a person actually shares knowledge with others primarily depends on his or
her personal, favorable or unfavorable of the behavior in question (Ajzen, 1991).

5.2.2 Hypothesis Two

Another hypothesis that has been constructed is on whether subjective norm will
significantly influence intention in to purchase halal products among consumers.

Purchase

84

The results of Pearson Correlation reveal that there is a positive correlation
between this subjective norm and intention as the p value is smaller than significant
value, (p < 0.05) and H2 is accepted. In addition, there is a high correlation between these
two dimensions as correlation coefficient is at (r = 0.820). This is in line with Lada et al.,
(2009) and Tarkiainen and Sundqvist (2005). Chang et al., (2009) have also stated that
subjective norm can influence users behavioral intention in academic digital libraries.
They suggested that users of the digital library may seek academic resources in an
academic digital library because others in their social network use it.

Moreover, as we are referring to our Malaysian context of a multiracial and
multicultural society, Malaysias subjective norm plays important roles where family
members, friends and colleague are strong referent points (Lada et al., 2009). Some
practical recommendations regarding both dimensions are that different marketing
approaches should be used to stimulate halal products consumption among consumers.
For example, an appropriate slogan and appealing message focusing on family and
friends could be a good approach to attract intention.

85

5.2.3 Hypothesis Three

The perceived behavior control and intention relationship is also hypothesized to examine
the relationship among them and how strong are their influences. It predicts as the
perceived easy or difficulty of performing behavior (Ajzen, 1991).


The results reveal that there is positive correlation between these two dimensions
as the p value is smaller than significant value, (p < 0.05). Moreover, there is a high
correlation between these two dimensions as correlation coefficient is at (r = 0. 825). The
results are consistent with Kim & Chung (2011) on perceived does influence intention.
However, these results are not consistent with Teo & Lee (2010) which stated that PBC
was not significantly influence intention.

86

5.2.4 Hypothesis Four

Another hypothesis that has been developed is to examine the relationship between trust
and intention. Trust is one of the most important and desired qualities between a brand
and its customers (Matzler et al,. 2006)


There is a positive correlation between critical success factor of trust and intention
to purchase with a significant value of 0.000. Thus, the hypothesis shows that trust was
significantly influence intention to purchase. It shows that when customers have gained
more trust towards the halal products, they would have more intention to buy halal
products. This is consistent with Lin & Lu (2010) that have stated that trust has
significantly positive influence on purchase intention.

87

5.2.5 Hypothesis Five

Knowledge and intention to purchase relationship is also hypothesized to examine the
relationship among them and how strong are their influences. Knowledge has been
pointed out by Shaari & Arifin (2010) as the key ingredient to influence halal purchase
intention.

H5: There is a significant relationship between Knowledge and Intention to
Purchase

The result of the present study was supported the hypothesis, The finding reveals
that there is positive correlation between these two dimensions as the p value is smaller
than significant value, (p < 0.05). In addition, there is moderately high correlation
between these two dimensions as correlation coefficient is at (r = 0. 817). The results is
consistent with the present study by Shaari & Arifin (2010).

5.2.6 Hypothesis Six

Finally, another hypothesis was developed is on whether sector or industry that the
respondents are working in, influence the intention to purchase.

88

H6: There is a significant relationship between Sector and Intention to Purchase

This finding indicates that there is a significant differences in intention to
purchase between two sector (t-value=3.107, p= 0.002). As the probability error is less
than 0.05 (p= 0.002 >0.05). Thus, it shows that the sector do influence intention to
purchase among customers. On the whole, we can see that the results were also influence
by the race and religion of the respondents in this study. As stated in frequencies analysis
in Chapter Four, 187 respondents or 70.3% are Malay-Muslim respondents. Musaiger
(1993) and Dindyal (2003) stated that in many societies, religion plays one of the most
influential roles in shaping food choices. It is referring to how Malay-Muslim intention
towards halal products.

5.3 LIMITATIONS

There are few of limitations related to this research. First, this study only covered Kulim
and Georgetown consumers but yet, it still did not cover the total population of the area.
And therefore the results cannot be expected to explain overall intention of Malaysian
consumer towards halal products.

89

As stated by Lada et al,. (2009), they suggested that this type of study should be
done in fast-growing cities that linked to halal products in Malaysia. Examples of the
other cities that have been listed are Kota Kinabalu, Tawau, Miri, Kucing, Kuala Lumpur,
Kuala Terengganu and Johor Bahru, to name a few.

Secondly, there are only 266 out of 300 questionnaires that can be used in the
study due to limited resources and time constraints. Therefore, the findings of this study
were unable to be generalizing to all population of Kedah and Penang population.

5.4 MANAGERIAL IMPLICATION

The findings of this study will primarily beneficial to manufacturers and marketers in
Malaysia by offering an insight into the consumers intention to purchase halal products.
Different marketing approaches or techniques should be used to stimulate halal products
versus regular products consumption (Lada et al,. 2009).

This research provides valuable insight for halal label product manufacturer and
retailer in the halal Industry by indicating attitude as the most important determinants of
purchase intention among the five predictors. The findings of the study suggest that
creating a positive attitude toward buying halal products may be significant consideration
for retailers to increase consumers purchase intention for halal products. These give
90

retailers an insight to develop effective marketing strategies to satisfy that values of
potential consumers.

Moreover, manufacturers and marketers should consider on using halal
certification and logo as a way to reassure their target consumers that their products are
halal. Generally, consumers will have positive attitude towards buying the products when
they see authentic halal certification issued by Malaysias Department of Islamic
Department (JAKIM). This will helps in increasing or stimulating positive purchase
intention among consumers.

5.5 FUTURE RESEARCH

Referring to our limitation before, instead of covering the cities in Malaysia, we should
also consider a cross-countries study involving Brunei, Malaysia, Indonesia, Taiwan,
China, and India. The result that we get by performing on those countries will be more
comparable and provide workable direction in halal products in the said countries.
Delener (1994) has also suggested that in the future research, we should include the role
of religiosity in as a moderating factor since halal products are related to religion.

91

In addition, from the finding, it is proven that the TPB model appeared to
effectively predict intention to purchase halal products among the consumers even we
have added two aspects into the theoretical framework which are trust and knowledge.
However, there are some other antecedents that should be considered in future research
such as other aspects of moral obligation, habit and self-identity (Karijin et al., 2007).

5.6 CONCLUSION

The result of the present study showed that all five dimensions which are attitude,
subjective norm, perceived behavior control, trust and knowledge can be used to predict
intention to purchase halal products among consumer. It also show that three predictors
that have been used in TPB model which are attitude, subjective norm and perceived
behavior control are the most important predictors of intention.

It should be emphasized that attitude become the main factor to influence the
intention to purchase halal products. This is because halal product is related to religion,
there is an issue of religiosity there where 70.3 percent are Malay and Muslim. And as
Muslim, using halal products is one our obligation towards the religion. In the Quran,
Allah says means:

92

"O mankind! Eat of what is on earth, lawful good (halalan tayyiban). "
(Surah al-Baqarah: 168)

In another verse, Allah states:
"O ye who believe! Eat of the things that are good (lawful) which We have
bestowed on you. "
(Surah al-Baqarah: 172)

He also stressed in his saying:
"Looking or a halal is obligatory (compulsory) for every Muslim."
(Riwayat Dailami)

Not to mention that even so other religion are not obligated to find halal products,
but still there are non-Muslims consumer who prefer to have halal products as it is
reported that halal products assured the quality of the food (Karijin et al., 2007). Thus,
marketers, retailers and manufacturers have to realize how essential for them to really
understand halal concept as whole.

93

APPENDIX A

Questionnaire

94

Appendix A

KAJIAN SOAL SELIDIK
SURVEY QUESTIONNAIRE

MERAMALKAN KEINGINAN UNTUK MEMBELI PRODUK HALAL DI
KALANGAN PENGGUNA DI MALAYSIA
PREDICTING INTENTION TO PURCHASE HALAL PRODUCTS AMONG
MALAYSIAN CONSUMER

1. Soal selidik ini adalah mengenai hubungan di antara factor-faktor yang
mempengaruhi keinginan untuk membeli produk halal di kalangan
pengguna.
2. Segala informasi yang diberi di dalam kajian ini adalah SULIT. Jawapan
anda akan digunakan dalam bentuk jumlah keseluruhan dengan jawapan
yang lain.
3. Sekiranya anda mempunyai sebarang persoalan, sila hubungi saya
melalui maklumat di bawah.

1. This questionnaire concerns on the factors that influence consumer intention to
purchase halal products.
2. All information given in this questionnaire will be kept STRI CTLY
CONFI DENTI AL. Your responses will be used in on aggregate form with
other responses.
3. If you have any enquiries, please contact me at details below.
Nur Haslizatul Liza Binti Ahmad
019 3020 156
Msc. Management
College of Business
Universiti Utara Malaysia

Terima kasih atas kerjasama anda dalam kajian ini.
Thank you for participating in this study.
95

Sila tandakan (x) pada jawapan anda
Please tick (x) your answer on the following question

1. Jantina / Gender
Lelaki / Male Perempuan / Female

2. Umur / Age
Sila nyatakan / Please state .............................................tahun / years

3. Bangsa / Race
Melayu / Malay India / Indian
Cina / Chinese Lain-lain / Others
(Sila nyatakan / Please state)
.......

4. Agama / Religion
Islam / Moslems Kristian / Christian
Buddha / Buddhist Hindu / Hindu
Lain-lain / Others (Sila nyatakan / Please state)...............................

5. Taraf Pendidikan / Level of Education
PhD / Sarjana / PhD / Master
Sarjana Muda / Bachelor Degree
Diploma / Sijil / Diploma / Certificate
SPM / SPM
PMR dan ke bawah / PMR and below

6. Pendapatan / Income
Sila nyatakan / Please state ....... / Setahun / Yearly

7. Sektor / Sector
Awam / Goverment
Swasta / Private

Section A

96

Arahan: Sila bulatkan ( O) nombor yang menggambarkan jawapan anda yang paling sesuai.
Instruction: Please circle ( O ) the number that represents your most appropriate answer

1 Saya bercadang untuk membeli produk halal pada masa terdekat ini
I intend to buy halal products in the near future
1 2 3 4 5 6
2 Memilih produk halal adalah satu idea yang bagus
Choosing halal products is a good idea
1 2 3 4 5 6
3 Saya suka untuk memilih produk halal
I like to choose halal products
1 2 3 4 5 6
4 Saya berharap untuk membeli produk halal
I look forward to buy halal products
1 2 3 4 5 6
5 Memilih produk halal adalah satu idea yang bijak
Choosing halal products is a wise idea
1 2 3 4 5 6
6 Orang yang penting bagi saya fikir bahawa saya harus membeli produk
halal
People who are important to me think that I should buy halal products
1 2 3 4 5 6
7 Orang yang mempempengaruhi perilaku saya fikir bahawa saya harus
membeli produk halal
People who influence in my behaviour think that I should buy halal
products
1 2 3 4 5 6

Section B
Sangat- sangat
Tidak Setuju
Extremely
Disagree

Sangat Tidak
Setuju
Strongly
Disagree

Tidak
Setuju
Disagree

Setuju
Agree

Sangat Setuju
Strongly Agree

Sangat-sangat
Setuju
Extremely Agree
1 2 3 4 5 6
97

8 Orang yang pendapatnya saya hargai akan menggalakkan saya untuk
People whose opinions I value will encourage me to buy halal products
1 2 3 4 5 6
9 Orang yang penting bagi saya akan menyokong saya untuk
People who are important to me will support me to buy halal products
1 2 3 4 5 6
10 Kebanyakan mereka yang penting bagi saya memilih produk halal
Most people who are important to me choose the halal products
1 2 3 4 5 6
11 Ahli keluarga saya lebih gemarkan produk halal
My family members prefer halal products
1 2 3 4 5 6
12 Rakan-rakan saya memikirkan yang saya sepatutnya memilih produk
halal
My friends would think that I should choose halal products
1 2 3 4 5 6
13 Saya berkemampuan untuk membeli produk halal
I am capable of buying halal products
1 2 3 4 5 6
14 Membeli produk halal adalah sepenuhnya di bawah bidang kuasa
saya
Buying halal products is entirely within my control
1 2 3 4 5 6
15 Saya mempunyai sumber untuk membeli produk halal
I have the resources to buy halal products
1 2 3 4 5 6
16 Saya mempunyai pengetahuan untuk membeli produk halal
I have the knowledge to buy halal products
1 2 3 4 5 6
17 Saya mempunyai keupayaan untuk membeli produk halal
I have the ability to buy halal products
1 2 3 4 5 6
18 Meletakkan kepercayaan kepada produk halal adalah satu idea yang
baik
Putting trust on halal products is a good idea
1 2 3 4 5 6
19 Produk halal boleh dipercayai
Halal products is trustworthy
1 2 3 4 5 6
20 Adalah mudah untuk saya mempercayai produk halal
It is easy for me to trust halal products
1 2 3 4 5 6
21 Saya cenderung mempercayai produk halal, walaupun saya hanya
mempunyai sedikit pengetahuan tentang produk halal
I tend to trust halal products, even though I have little knowledge of it
1 2 3 4 5 6
Sangat- sangat
Tidak Setuju
Extremely
Disagree

Sangat Tidak
Setuju
Strongly
Disagree

Tidak
Setuju
Disagree

Setuju
Agree

Sangat Setuju
Strongly Agree

Sangat-sangat
Setuju
Extremely Agree
1 2 3 4 5 6
98

22 Saya mendapati bahawa adalah tidak sukar untuk mempercayai
produk halal
I find it that trusting halal products is not difficult
1 2 3 4 5 6
23 Saya percayakan produk halal
I felt trust in halal products
1 2 3 4 5 6
24 Saya adalah yang pertama daripada yang lain dalam mendapatkan
sebanyak mungkin pengetahuan mengenai produk halal
I am the first of all interested in acquiring as much knowledge as possible
on halal products
1 2 3 4 5 6
25 Adalah sangat penting untuk sesuatu informasi tentang produk halal
itu dibentangkan dengan terperinci dan menyeluruh
It is more important that the information about halal products is presented
in an entertaining way that it is detailed and comprehensive
1 2 3 4 5 6
26 Saya merasakan yang saya mempunyai pengetahuan tentang produk
halal
I feel knowledgeable about halal products
1 2 3 4 5 6
27 Saya mempunyai pengetahuan yang cukup tentang produk halal yang
membolehkan saya memberi nasihat tentang produk itu kepada
mereka yang lain
I have enough knowledge about that halal products to give others advice
about it
1 2 3 4 5 6
28 Mereka yang lain selalu meminta nasihat saya tentang produk halal
Others often seek my advice on halal products
1 2 3 4 5 6
29 Saya merasakan sangat yakin tentang apa yang relevan apabila
I feel very confident about what is relevant when buying halal products
1 2 3 4 5 6
30 Saya berhajat untuk membeli produk halal
I intend to buy halal products
1 2 3 4 5 6
31 Saya memilih untuk membeli produk halal walaupun tidak biasa
dengan jenama itu
I choose to purchase halal products even not familiar with the brand
1 2 3 4 5 6

Sangat- sangat
Tidak Setuju
Extremely
Disagree

Sangat Tidak
Setuju
Strongly
Disagree

Tidak
Setuju
Disagree

Setuju
Agree

Sangat Setuju
Strongly Agree

Sangat-sangat
Setuju
Extremely Agree
1 2 3 4 5 6
99

32 Saya merancang untuk membeli produk halal dengan lebih kerap
I plan to buy halal products more often
1 2 3 4 5 6
33 Saya memilih untuk membeli produk halal walaupun harganya agak
mahal
I choose to purchase halal products even it is quite expensive
1 2 3 4 5 6
34 Saya akan membeli produk halal pada masa hadapan
I will buy halal products in the future
1 2 3 4 5 6
35 Saya menjangka untuk membeli produk halal pada masa hadapan
I expect to purchase halal products in the future
1 2 3 4 5 6
36 Saya berkemungkinan akan memilih untuk membeli produk halal
dalam masa terdekat
It is likely that I will purchase halal products in the near future
1 2 3 4 5 6

Terima kasih di atas kerjasama yang diberikan
Thank you for your cooperation

100

APPENDIX B

Results from SPSS Tests

Pilot Test - Reliability Analysis
Frequency Analysis
Mean and Standard Deviation
T-test Analysis
ANOVA Analysis
Correlation Analysis
Regression Analysis

101

Appendix B

Reliability Analysis for Pilot Test

Attitude

Case Processing Summary

N %
Cases Valid
40 100.0
Excluded(
a)
0 .0
Total
40 100.0

a Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's
Alpha N of Items
.952 5

Subjective Norm


N %
Cases Valid
40 100.0
Excluded(
a)
0 .0
Total
40 100.0



Cronbach's
Alpha N of Items
.930 7

102



N %
Cases Valid
40 100.0
Excluded(
a)
0 .0
Total
40 100.0



Cronbach's
Alpha N of Items
.936 5

Trust


N %
Cases Valid
40 100.0
Excluded(
a)
0 .0
Total
40 100.0



Cronbach's
Alpha N of Items
.911 6

103

Knowledge


N %
Cases Valid
40 100.0
Excluded(
a)
0 .0
Total
40 100.0



Cronbach's
Alpha N of Items
.862 6



N %
Cases Valid
40 100.0
Excluded(
a)
0 .0
Total
40 100.0



Cronbach's
Alpha N of Items
.949 7

104

Frequencies Analysis

Statistics

Gender Age Race Religion
LevelOfEducati
on YearlyIncome Sector
N Valid
266 266 266 266 266 266 266
Missing
0 0 0 0 0 0 0

Frequency Table

Gender

Frequency Percent Valid Percent
Cumulative
Percent
Valid Male
87 32.7 32.7 32.7
Female
179 67.3 67.3 100.0
Total
266 100.0 100.0

Age

Cumulative
Percent
Valid 18-25 years old
65 24.4 24.4 24.4
26-35 years old
115 43.2 43.2 67.7
36-45 years old
36 13.5 13.5 81.2
46-55 years old
32 12.0 12.0 93.2
56-65 years old
18 6.8 6.8 100.0
Total
266 100.0 100.0

Race

Cumulative
Percent
Valid Malay
187 70.3 70.3 70.3
Chinese
55 20.7 20.7 91.0
Indian
24 9.0 9.0 100.0
Total
266 100.0 100.0

105

Religion

Cumulative
Percent
Valid Muslim
187 70.3 70.3 70.3
Buddhist
51 19.2 19.2 89.5
Christian
7 2.6 2.6 92.1
Hindu
21 7.9 7.9 100.0
Total
266 100.0 100.0

Level Of Education

Cumulative
Percent
Valid PhD/Master
5 1.9 1.9 1.9
Bachelor Degree
63 23.7 23.7 25.6
Diploma/Certificate
44 16.5 16.5 42.1
STPM
5 1.9 1.9 44.0
SPM
126 47.4 47.4 91.4
PMR and below
23 8.6 8.6 100.0
Total
266 100.0 100.0

Yearly Income

Cumulative
Percent
Valid RM5000-RM15000
82 30.8 30.8 30.8
RM16000-RM25000
130 48.9 48.9 79.7
RM26000-RM35000
40 15.0 15.0 94.7
RM36000-RM45000
4 1.5 1.5 96.2
RM46000-RM55000
9 3.4 3.4 99.6
RM56000-RM65000
1 .4 .4 100.0
Total
266 100.0 100.0

Sector

Cumulative
Percent
Valid Government
96 36.1 36.1 36.1
Private
163 61.3 61.3 97.4
Self-employment
7 2.6 2.6 100.0
Total
266 100.0 100.0
106


Attitude

Descriptive Statistics

Mean Std. Deviation N
ATT1
4.8797 1.25916 266
ATT2
5.1654 1.05459 266
ATT3
5.1015 1.18522 266
ATT4
5.1128 1.14367 266
ATT5
5.1278 1.23419 266

Correlations

ATT1 ATT2 ATT3 ATT4 ATT5
ATT1 Pearson Correlation
1 .851(**) .800(**) .793(**) .789(**)
Sig. (2-tailed)
.000 .000 .000 .000
N
266 266 266 266 266
.851(**) 1 .874(**) .857(**) .859(**)
Sig. (2-tailed)
.000 .000 .000 .000
N
266 266 266 266 266
.800(**) .874(**) 1 .874(**) .858(**)
Sig. (2-tailed)
.000 .000 .000 .000
N
266 266 266 266 266
.793(**) .857(**) .874(**) 1 .888(**)
Sig. (2-tailed)
.000 .000 .000 .000
N
266 266 266 266 266
.789(**) .859(**) .858(**) .888(**) 1
Sig. (2-tailed)
.000 .000 .000 .000
N
266 266 266 266 266
** Correlation is significant at the 0.01 level (2-tailed).

107

Subjective Norm


SN1
4.7105 1.17314 266
SN2
4.4323 1.20890 266
SN3
4.6541 1.11284 266
SN4
4.6617 1.27316 266
SN5
4.4774 1.27140 266
SN6
4.6203 1.25089 266
SN7
4.6654 1.22432 266

Correlations

SN1 SN2 SN3 SN4 SN5 SN6 SN7
SN1 Pearson Correlation
1 .642(**) .675(**) .594(**) .665(**) .745(**) .639(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.642(**) 1 .723(**) .721(**) .604(**) .631(**) .598(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.675(**) .723(**) 1 .807(**) .800(**) .746(**) .823(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.594(**) .721(**) .807(**) 1 .767(**) .687(**) .690(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.665(**) .604(**) .800(**) .767(**) 1 .836(**) .736(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.745(**) .631(**) .746(**) .687(**) .836(**) 1 .722(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.639(**) .598(**) .823(**) .690(**) .736(**) .722(**) 1
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266

108



PBC1
4.9662 1.07228 266
PBC2
4.7256 1.28411 266
PBC3
4.5789 1.23295 266
PBC4
4.6053 1.06320 266
PBC5
4.7030 1.11175 266

Correlations

PBC1 PBC2 PBC3 PBC4 PBC5
PBC1 Pearson Correlation
1 .747(**) .671(**) .703(**) .754(**)
Sig. (2-tailed)
.000 .000 .000 .000
N
266 266 266 266 266
.747(**) 1 .766(**) .777(**) .828(**)
Sig. (2-tailed)
.000 .000 .000 .000
N
266 266 266 266 266
.671(**) .766(**) 1 .849(**) .721(**)
Sig. (2-tailed)
.000 .000 .000 .000
N
266 266 266 266 266
.703(**) .777(**) .849(**) 1 .817(**)
Sig. (2-tailed)
.000 .000 .000 .000
N
266 266 266 266 266
.754(**) .828(**) .721(**) .817(**) 1
Sig. (2-tailed)
.000 .000 .000 .000
N
266 266 266 266 266

109

Trust


T1
4.8383 1.29155 266
T2
4.7556 1.17701 266
T3
4.4549 1.25887 266
T4
4.6241 1.16296 266
T5
4.5075 1.24762 266
T6
4.7030 1.15830 266

Correlations

T1 T2 T3 T4 T5 T6
T1 Pearson Correlation
1 .863(**) .626(**) .645(**) .686(**) .591(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
.863(**) 1 .664(**) .740(**) .694(**) .658(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
.626(**) .664(**) 1 .726(**) .737(**) .626(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
.645(**) .740(**) .726(**) 1 .780(**) .763(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
.686(**) .694(**) .737(**) .780(**) 1 .818(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
.591(**) .658(**) .626(**) .763(**) .818(**) 1
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266

110

Knowledge


K1
4.3383 1.07379 266
K2
4.8308 1.15479 266
K3
4.2293 1.14432 266
K4
4.1579 1.04497 266
K5
3.9962 1.13436 266
K6
4.3271 1.12022 266

Correlations

K1 K2 K3 K4 K5 K6
K1 Pearson Correlation
1 .558(**) .769(**) .665(**) .568(**) .604(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
.558(**) 1 .598(**) .523(**) .377(**) .609(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
.769(**) .598(**) 1 .736(**) .631(**) .698(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
.665(**) .523(**) .736(**) 1 .803(**) .591(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
.568(**) .377(**) .631(**) .803(**) 1 .491(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
.604(**) .609(**) .698(**) .591(**) .491(**) 1
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266

111



ITP1
4.7180 1.13246 266
ITP2
4.4737 1.27133 266
ITP3
4.7218 1.19971 266
ITP4
4.6391 1.25496 266
ITP5
4.7519 1.17782 266
ITP6
4.7594 1.21096 266
ITP7
4.8459 1.13384 266

Correlations

ITP1 ITP2 ITP3 ITP4 ITP5 ITP6 ITP7
ITP1 Pearson Correlation
1 .646(**) .714(**) .685(**) .759(**) .809(**) .680(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.646(**) 1 .698(**) .628(**) .704(**) .707(**) .729(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.714(**) .698(**) 1 .748(**) .814(**) .808(**) .851(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.685(**) .628(**) .748(**) 1 .771(**) .742(**) .751(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.759(**) .704(**) .814(**) .771(**) 1 .905(**) .881(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.809(**) .707(**) .808(**) .742(**) .905(**) 1 .863(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.680(**) .729(**) .851(**) .751(**) .881(**) .863(**) 1
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266

Attitude

112


ATT1
4.8797 1.25916 266
ATT2
5.1654 1.05459 266
ATT3
5.1015 1.18522 266
ATT4
5.1128 1.14367 266
ATT5
5.1278 1.23419 266

Correlations

ATT1 ATT2 ATT3 ATT4 ATT5
1 .851(**) .800(**) .793(**) .789(**)
Sig. (2-tailed)
.000 .000 .000 .000
N
266 266 266 266 266
.851(**) 1 .874(**) .857(**) .859(**)
Sig. (2-tailed)
.000 .000 .000 .000
N
266 266 266 266 266
.800(**) .874(**) 1 .874(**) .858(**)
Sig. (2-tailed)
.000 .000 .000 .000
N
266 266 266 266 266
.793(**) .857(**) .874(**) 1 .888(**)
Sig. (2-tailed)
.000 .000 .000 .000
N
266 266 266 266 266
.789(**) .859(**) .858(**) .888(**) 1
Sig. (2-tailed)
.000 .000 .000 .000
N
266 266 266 266 266


Subjective Norm


113

SN1
4.7105 1.17314 266
SN2
4.4323 1.20890 266
SN3
4.6541 1.11284 266
SN4
4.6617 1.27316 266
SN5
4.4774 1.27140 266
SN6
4.6203 1.25089 266
SN7
4.6654 1.22432 266

Correlations

SN1 SN2 SN3 SN4 SN5 SN6 SN7
1 .642(**) .675(**) .594(**) .665(**) .745(**) .639(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.642(**) 1 .723(**) .721(**) .604(**) .631(**) .598(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.675(**) .723(**) 1 .807(**) .800(**) .746(**) .823(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.594(**) .721(**) .807(**) 1 .767(**) .687(**) .690(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.665(**) .604(**) .800(**) .767(**) 1 .836(**) .736(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.745(**) .631(**) .746(**) .687(**) .836(**) 1 .722(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.639(**) .598(**) .823(**) .690(**) .736(**) .722(**) 1
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266




114

PBC1
4.9662 1.07228 266
PBC2
4.7256 1.28411 266
PBC3
4.5789 1.23295 266
PBC4
4.6053 1.06320 266
PBC5
4.7030 1.11175 266

Correlations

PBC1 PBC2 PBC3 PBC4 PBC5
1 .747(**) .671(**) .703(**) .754(**)
Sig. (2-tailed)
.000 .000 .000 .000
N
266 266 266 266 266
.747(**) 1 .766(**) .777(**) .828(**)
Sig. (2-tailed)
.000 .000 .000 .000
N
266 266 266 266 266
.671(**) .766(**) 1 .849(**) .721(**)
Sig. (2-tailed)
.000 .000 .000 .000
N
266 266 266 266 266
.703(**) .777(**) .849(**) 1 .817(**)
Sig. (2-tailed)
.000 .000 .000 .000
N
266 266 266 266 266
.754(**) .828(**) .721(**) .817(**) 1
Sig. (2-tailed)
.000 .000 .000 .000
N
266 266 266 266 266


Trust


115

T1
4.8383 1.29155 266
T2
4.7556 1.17701 266
T3
4.4549 1.25887 266
T4
4.6241 1.16296 266
T5
4.5075 1.24762 266
T6
4.7030 1.15830 266

Correlations

T1 T2 T3 T4 T5 T6
1 .863(**) .626(**) .645(**) .686(**) .591(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
.863(**) 1 .664(**) .740(**) .694(**) .658(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
.626(**) .664(**) 1 .726(**) .737(**) .626(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
.645(**) .740(**) .726(**) 1 .780(**) .763(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
.686(**) .694(**) .737(**) .780(**) 1 .818(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
.591(**) .658(**) .626(**) .763(**) .818(**) 1
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266


Knowledge


116

K1
4.3383 1.07379 266
K2
4.8308 1.15479 266
K3
4.2293 1.14432 266
K4
4.1579 1.04497 266
K5
3.9962 1.13436 266
K6
4.3271 1.12022 266

Correlations

K1 K2 K3 K4 K5 K6
1 .558(**) .769(**) .665(**) .568(**) .604(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
.558(**) 1 .598(**) .523(**) .377(**) .609(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
.769(**) .598(**) 1 .736(**) .631(**) .698(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
.665(**) .523(**) .736(**) 1 .803(**) .591(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
.568(**) .377(**) .631(**) .803(**) 1 .491(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
.604(**) .609(**) .698(**) .591(**) .491(**) 1
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266




117

ITP1
4.7180 1.13246 266
ITP2
4.4737 1.27133 266
ITP3
4.7218 1.19971 266
ITP4
4.6391 1.25496 266
ITP5
4.7519 1.17782 266
ITP6
4.7594 1.21096 266
ITP7
4.8459 1.13384 266

Correlations

ITP1 ITP2 ITP3 ITP4 ITP5 ITP6 ITP7
1 .646(**) .714(**) .685(**) .759(**) .809(**) .680(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.646(**) 1 .698(**) .628(**) .704(**) .707(**) .729(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.714(**) .698(**) 1 .748(**) .814(**) .808(**) .851(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.685(**) .628(**) .748(**) 1 .771(**) .742(**) .751(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.759(**) .704(**) .814(**) .771(**) 1 .905(**) .881(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.809(**) .707(**) .808(**) .742(**) .905(**) 1 .863(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266
.680(**) .729(**) .851(**) .751(**) .881(**) .863(**) 1
Sig. (2-tailed)
.000 .000 .000 .000 .000 .000
N
266 266 266 266 266 266 266

T-Test: Sector

Group Statistics

Sector N Mean Std. Deviation
Std. Error
Mean
ITP Government
96 4.9747 1.08915 .11116
Private
163 4.5513 1.04133 .08156

118

Independent Samples Test

Levene's Test for
Equality of Variances t-test for Equality of Means
F Sig. t Df Sig. (2-tailed)
Mean
Difference
Std.
Error
Differe
nce
95% Confidence
Interval of the
Difference
Lower Upper Lower Upper Lower Upper Lower Upper Lower
ITP Equal variances
assumed
1.166 .281 3.107 257 .002 .42343 .13628 .15507 .69179
Equal variances
not assumed
3.071 192.164 .002 .42343 .13787 .15149 .69537

Oneway ANOVA : Race

Descriptives


N Mean Std. Deviation Std. Error
95% Confidence Interval for
Mean Minimum Maximum
Lower
Bound
Upper
Bound Lower Bound
Upper
Bound Lower Bound Upper Bound
Lower
Bound
Upper
Bound
Malay
187 5.1513 .66334 .04851 5.0556 5.2470 3.43 6.00
Chinese
55 3.4130 .98541 .13287 3.1466 3.6794 1.57 4.71
Indian
24 4.1488 1.13074 .23081 3.6713 4.6263 3.00 5.86
Total
266 4.7014 1.06427 .06525 4.5729 4.8299 1.57 6.00

ANOVA Analysis


Sum of
Squares Df Mean Square F Sig.
Between Groups
136.473 2 68.237 109.637 .000
Within Groups
163.687 263 .622
Total
300.160 265
119

Post Hoc Tests

Multiple Comparisons

Dependent Variable: Intention to Purchase
Tukey HSD
(I) Race (J) Race
Mean
Difference (I-
J) Std. Error Sig. 95% Confidence Interval
Lower Bound
Upper
Bound
Lower
Bound Upper Bound Lower Bound
Malay Chinese 1.73827(*) .12101 .000 1.4530 2.0235
Indian
1.00245(*) .17106 .000 .5993 1.4056
Chinese Malay
-1.73827(*) .12101 .000 -2.0235 -1.4530
Indian
-.73582(*) .19300 .001 -1.1907 -.2809
Indian Malay -1.00245(*) .17106 .000 -1.4056 -.5993
Chinese
.73582(*) .19300 .001 .2809 1.1907

* The mean difference is significant at the .05 level.

Homogeneous Subsets


Tukey HSD
Race
N Subset for alpha = .05
1 2 3 1
Chinese
55 3.4130
Indian
24 4.1488
Malay
187 5.1513
Sig.
1.000 1.000 1.000

Means for groups in homogeneous subsets are displayed.
a Uses Harmonic Mean Sample Size = 46.015.
b The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not
guaranteed.

Oneway ANOVA : Level of Education

Descriptives


N Mean
Std.
Deviation Std. Error 95% Confidence Interval for Mean Minimum Maximum
120

Lower Bound
Upper
Bound
Lower
Bound
Upper
Bound Lower Bound Upper Bound Lower Bound
Upper
Bound
PhD/Master
5 5.3143 1.02220 .45714 4.0451 6.5835 3.71 6.00
Bachelor
Degree
63 4.4943 1.18272 .14901 4.1965 4.7922 2.71 6.00
Diploma/Cer
tificate
44 5.2662 .63485 .09571 5.0732 5.4592 4.00 6.00
STPM
5 4.2857 .00000 .00000 4.2857 4.2857 4.29 4.29
SPM
126 4.7041 .81999 .07305 4.5595 4.8487 2.71 6.00
PMR and
below
23 4.1304 1.91756 .39984 3.3012 4.9596 1.57 6.00
Total
266 4.7014 1.06427 .06525 4.5729 4.8299 1.57 6.00

ANOVA


Sum of
Squares Df Mean Square F Sig.
Between Groups
26.980 5 5.396 5.136 .000
Within Groups
273.180 260 1.051
Total
300.160 265

Post Hoc Tests

Multiple Comparisons

Dependent Variable: Intention to Purchase

Tukey HSD

121

(I) LevelOfEducation (J) LevelOfEducation
Mean
Difference
(I-J) Std. Error Sig. 95% Confidence Interval
Lower
Bound
Upper
Bound
Lower
Bound Upper Bound Lower Bound
PhD/Master Bachelor Degree .81995 .47625 .519 -.5474 2.1873
Diploma/Certificate
.04805 .48375 1.000 -1.3409 1.4370
STPM
1.02857 .64829 .608 -.8327 2.8899
SPM
.61020 .46742 .782 -.7318 1.9522
PMR and below
1.18385 .50579 .182 -.2683 2.6360
Bachelor Degree PhD/Master
-.81995 .47625 .519 -2.1873 .5474
Diploma/Certificate
-.77190(*) .20139 .002 -1.3501 -.1937
STPM .20862 .47625 .998 -1.1588 1.5760
SPM
-.20975 .15817 .770 -.6639 .2444
PMR and below
.36390 .24972 .692 -.3531 1.0809
Diploma/Certificate PhD/Master
-.04805 .48375 1.000 -1.4370 1.3409
Bachelor Degree
.77190(*) .20139 .002 .1937 1.3501
STPM
.98052 .48375 .330 -.4084 2.3694
SPM
.56215(*) .17949 .024 .0468 1.0775
PMR and below 1.13580(*) .26375 .000 .3786 1.8930
STPM PhD/Master
-1.02857 .64829 .608 -2.8899 .8327
Bachelor Degree
-.20862 .47625 .998 -1.5760 1.1588
Diploma/Certificate
-.98052 .48375 .330 -2.3694 .4084
SPM
-.41837 .46742 .947 -1.7604 .9236
PMR and below
.15528 .50579 1.000 -1.2969 1.6074
SPM PhD/Master
-.61020 .46742 .782 -1.9522 .7318
Bachelor Degree .20975 .15817 .770 -.2444 .6639
Diploma/Certificate
-.56215(*) .17949 .024 -1.0775 -.0468
STPM
.41837 .46742 .947 -.9236 1.7604
PMR and below
.57365 .23242 .138 -.0937 1.2410
PMR and below PhD/Master
-1.18385 .50579 .182 -2.6360 .2683
Bachelor Degree
-.36390 .24972 .692 -1.0809 .3531
Diploma/Certificate
-1.13580(*) .26375 .000 -1.8930 -.3786
STPM -.15528 .50579 1.000 -1.6074 1.2969
SPM
-.57365 .23242 .138 -1.2410 .0937

* The mean difference is significant at the .05 level.

Homogeneous Subsets


Tukey HSD
Level Of Education N
Subset for alpha
= .05
122

1 1
PMR and below
23 4.1304
STPM
5 4.2857
Bachelor Degree
63 4.4943
SPM
126 4.7041
Diploma/Certificate
44 5.2662
PhD/Master
5 5.3143
Sig.
.052

Means for groups in homogeneous subsets are displayed.
a Uses Harmonic Mean Sample Size = 12.245.
b The group sizes are unequal. The harmonic mean of the group sizes is used. Type I error levels are not
guaranteed.

Correlations Analysis

Correlations

ATT SN PBC T K ITP
ATT Pearson Correlation
1 .857(**) .860(**) .780(**) .746(**) .858(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
123

N
266 266 266 266 266 266
SN Pearson Correlation
.857(**) 1 .797(**) .747(**) .712(**) .820(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
PBC Pearson Correlation
.860(**) .797(**) 1 .777(**) .797(**) .825(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
T Pearson Correlation
.780(**) .747(**) .777(**) 1 .796(**) .757(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
K Pearson Correlation
.746(**) .712(**) .797(**) .796(**) 1 .817(**)
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266
ITP Pearson Correlation
.858(**) .820(**) .825(**) .757(**) .817(**) 1
Sig. (2-tailed)
.000 .000 .000 .000 .000
N
266 266 266 266 266 266


Correlations


K
4.3133 .91529 266
ITP
4.7014 1.06427 266

Correlations

K ITP
K Pearson Correlation
1 .817(**)
Sig. (2-tailed)
.000
N
266 266
.817(**) 1
Sig. (2-tailed)
.000
N
266 266

Correlations


ITP
4.7014 1.06427 266
124

T
4.6472 1.05714 266

Correlations

ITP T
1 .757(**)
Sig. (2-tailed)
.000
N
266 266
T Pearson Correlation
.757(**) 1
Sig. (2-tailed)
.000
N
266 266


Correlations


ITP
4.7014 1.06427 266
PBC
4.7158 1.03849 266

Correlations

ITP PBC
1 .825(**)
Sig. (2-tailed)
.000
N
266 266
PBC Pearson Correlation
.825(**) 1
Sig. (2-tailed)
.000
N
266 266


Correlations


ITP
4.7014 1.06427 266
125

SN
4.6031 1.05256 266

Correlations

ITP SN
1 .820(**)
Sig. (2-tailed)
.000
N
266 266
SN Pearson Correlation
.820(**) 1
Sig. (2-tailed)
.000
N
266 266


Correlations


ITP
4.7014 1.06427 266
ATT
5.0774 1.09896 266

Correlations

ITP ATT
1 .858(**)
Sig. (2-tailed)
.000
N
266 266
ATT Pearson Correlation
.858(**) 1
Sig. (2-tailed)
.000
N
266 266


Regression Analysis


ITP
4.7014 1.06427 266
126

ATT
5.0774 1.09896 266
SN
4.6031 1.05256 266
PBC
4.7158 1.03849 266
T
4.6472 1.05714 266
K
4.3133 .91529 266

Correlations

ITP ATT SN PBC T K
Pearson Correlation ITP
1.000 .858 .820 .825 .757 .817
ATT
.858 1.000 .857 .860 .780 .746
SN
.820 .857 1.000 .797 .747 .712
PBC
.825 .860 .797 1.000 .777 .797
T
.757 .780 .747 .777 1.000 .796
K
.817 .746 .712 .797 .796 1.000
Sig. (1-tailed) ITP
. .000 .000 .000 .000 .000
ATT
.000 . .000 .000 .000 .000
SN
.000 .000 . .000 .000 .000
PBC
.000 .000 .000 . .000 .000
T
.000 .000 .000 .000 . .000
K
.000 .000 .000 .000 .000 .
N ITP
266 266 266 266 266 266
ATT
266 266 266 266 266 266
SN
266 266 266 266 266 266
PBC
266 266 266 266 266 266
T
266 266 266 266 266 266
K
266 266 266 266 266 266

Variables Entered/Removed(b)

Model
Variables
Entered
Variables
Removed Method
1 K, SN, T,
PBC,
ATT(a)
. Enter

a All requested variables entered.
b Dependent Variable: ITP

Model Summary(b)

Model R R Square
Adjusted R
Square
Std. Error of
the Estimate Durbin-Watson
1
.906(a) .821 .817 .45477 2.149

a Predictors: (Constant), K, SN, T, PBC, ATT
127


ANOVA(b)

Model
Sum of
Squares df Mean Square F Sig.
1 Regression
246.388 5 49.278 238.270 .000(a)
Residual
53.772 260 .207
Total
300.160 265

a Predictors: (Constant), K, SN, T, PBC, ATT

Coefficients(a)

Model
Unstandardized
Coefficients
Standardized
Coefficients T Sig.
B Std. Error Beta B Std. Error
1 (Constant)
-.108 .143 -.752 .453
ATT
.354 .061 .365 5.777 .000
SN
.213 .054 .211 3.958 .000
PBC
.095 .060 .093 1.577 .116
T
-.034 .050 -.034 -.688 .492
K
.404 .057 .348 7.078 .000
a Dependent Variable: ITP

Residuals Statistics(a)

Minimum Maximum Mean Std. Deviation N
Predicted Value
1.6170 6.1001 4.7014 .96424 266
Residual
-1.57075 1.13662 .00000 .45046 266
Std. Predicted Value
-3.199 1.451 .000 1.000 266
Std. Residual
-3.454 2.499 .000 .991 266
a Dependent Variable: ITP

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