Factors That Drive Consumers to Purchase Halal Goods Online
DOI:
https://doi.org/10.7187/GJATSI072023-6Keywords:
Consumers, marketing mix, online purchase, risk, Technology Acceptance Model (TAM)Abstract
Online purchase is easy and intriguing but often criticized for the risks of misleading attributes from the advertised products, ambiguous ingredients, unclear of halal status, overrated quality, overpricing issues, scams, delayed delivery and other related issues. However, with the limited physical activities due to the Movement Control Order (MCO) during the COVID-19 pandemic, online purchase is gaining popularity. Hence, this study investigates the factors influencing the public to purchase online. Underpinned by the Technology Acceptance Model (TAM) and the marketing mix, four variables are selected for the quantitative survey. The collected data were analyzed using correlation and regression analysis. According to the findings, all variables; convenience, price, trust, and product quality- have a significant relationship with online purchase, with quality being the most influential factor motivating the public to continue purchasing online. The findings indicate that online purchase is captivating and outweighs the probable disappointing risks.
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