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Using the Unified Theory of Acceptance and Use of Technology to Explore the Factors Influencing Muslim Consumers in Purchasing Halal Products
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Author(s): Nilam Sari (Universitas Islam Negeri Ar-Raniry, Banda Aceh, Indonesia), Ima Dwitawati (Universitas Islam Negeri Ar-Raniry, Banda Aceh, Indonesia)and Khairunnisak Khairunnisak (Universitas Islam Negeri Ar-Raniry, Banda Aceh, Indonesia)
Copyright: 2023
Pages: 21
Source title:
Strategies and Applications of Islamic Entrepreneurship
Source Author(s)/Editor(s): Ahmad Rafiki (Universitas Medan Area, Indonesia), Alfatih Gessan Pananjung (Bahrain Institute of Banking and Finance, Bahrain)and Muhammad Dharma Tuah Putra Nasution (Universitas Pembangunan Panca Budi, Indonesia)
DOI: 10.4018/978-1-6684-7519-5.ch015
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Abstract
The purpose of this study is to explore the factors that influence Muslim Consumers in purchasing halal products through the digital marketplace, using the unified theory of acceptance and use of technology (UTAUT). The approach of this study was based on the UTAUT's constructs such as performance expectancy, effort expectancy, social influence, and facilitating conditions toward behavioral intention and use behavior. There were 296 data collected through an online questionnaire from Muslim consumers in Indonesia by using the purposive sampling method. The structural equation modeling (SEM) Amos application was used to analyze the data of this study. The results of this study indicated that performance expectancy and social influence significantly affected the behavioral intention of Muslim consumers in purchasing halal products through the digital marketplace. On the other hand, effort expectancy had no significant effect on behavioral intention.
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