Halal Knowledge and Religiosity on Purchasing Decision of Samyang

Ramen Products: Survey on Muslim Students in Universitas

Pendidikan Indonesia

Muhammad Jibril Sobron, A. Jajang W. Mahri and Aas Nurasyiah

Economics and Islamic Finance Department, Universitas Pendidikan Indonesia, Jl. Dr. Setiabudhi No. 229, Bandung,

Indonesia

jibrilsobron@student.upi.edu

Keywords: Halal, Purchasing Decision, Knowledge, Religiosity, Samyang Ramen.

Abstract: As a Muslim consumer, consuming halal product is compulsory by Qur’an. With the finding of haram raw

material in foods products, causing Muslim consumers has to be careful making purchase on products.

Samyang ramen which is being viral in Indonesia, although these products are still not have halal certificate

from MUI and allegedly contained materials that are unlawful. This study identifies the influence of halal

food products knowledge and religiosity of UPI Muslim students on purchasing decision of Samyang ramen

products. 80 students represented as sample by faculties in UPI. Purposive sampling method with quota

sampling technique are used to determine the number of samples. Explanatory method with quantitative

descriptive approach are used to identify consumer decision to Samyang ramen products. Multiple linear

regression is used to analyze the effect of halal food product knowledge and religiosity on purchasing decision

of Samyang ramen products. The result of this study indicate that the knowledge of halal food product and

student religiosity have a significant and negative impact on purchasing decision of Samyang ramen products.

This is because the information about halal is very much in social media and religious education obtained

impact on the behavior of worship and muamalah.

1 INTRODUCTION

Indonesia as a growing country in the economic

sector, in this era of globalization will experience

intense competition to get consumers as much as

possible, especially in the Food and Beverage

industry sector (Setyawan et al., 2011). Euromonitor

International (2016), estimates that the average

growth per year of food and beverage industry in

Indonesia during 2013-2017 will be above 10%. The

growth of food processing product market should be

accompanied by safety regulation. Qualified food

product must qualify for safety and guarantee the

product is not harmful for humans (Food and

Agriculture Organization of the United Nations,

2016). Good quality food product for consumers are

marked with the label and license by the agency of

drug and food control (Lusk, 2016).

As a biggest muslim population country in the

world, Pew Research Center (2015) estimate the

number of Muslim population in Indonesia is

215.798.000 peoples in 2017. However, among the

many Muslims in Indonesia, there are still many

Muslim societies are not observing the principles or

rules of Islamic law in making purchases of food

products. Some Muslim communities in Indonesia

still using non halal certified food products by MUI

or about 31% (Sari and Sudardjat, 2013).

One of the food product that still doubtful

halalness is Samyang ramen. Samyang ramen which

recently became viral in social media because it is

very spicy and people made it as a challenge to taste,

making people in Indonesia became interested to

consume this food product. A high interest in

Samyang ramen is proven through the fantastic sales

number. Elevenia Indonesia recorded the transaction

of Samyang ramen sales reached 9.210 packs of

noodles a day (Setyanti, 2016).

Samyang ramen product which is distributed in

Indonesia, have distribution permit for only one type

of product (BPOM, 2017). BPOM license for

samyang food product can see in table 1.

Sobron, M., Mahri, A. and Nurasyiah, A.

Halal Knowledge and Religiosity on Purchasing Decision of Samyang Ramen Products: Survey on Muslim Students in Universitas Pendidikan Indonesia.

In Proceedings of the 1st International Conference on Islamic Economics, Business, and Philanthropy (ICIEBP 2017) - Transforming Islamic Economy and Societies, pages 673-679

ISBN: 978-989-758-315-5

673

Table 1: BPOM License for Samyang Food Product.

No Registration

Number

Product Registrant

1. ML

231509455014

Instan Noodle

(Samyang Ramen)

Brand: Samyang

Packaging: Plastic

(

120

PT. KOIN BUMI

Kota Jakarta

Selatan, DKI

Jakarta

2. ML

231509050028

Instan Noodle

(Samyang Ramen

Cup)

Brand: Samyang

Packaging: Plastic (65

PT. JICO

AGUNG Kota

Jakarta Timur,

DKI Jakarta

3. ML

231509051028

Instan Noodle Pork

Flavor (Samyang

Ramen)

Brand: Samyang

Packaging: Plastic

(

120

PT. JICO

AGUNG Kota

Jakarta Timur,

DKI Jakarta

4. ML

231509032167

Instan Noodle Onion

Flavor (Samyang

Ramen)

Brand: Samyang

Packaging: Plastic

(

120

PT. KORINUS

Kab. Bekasi, Jawa

Barat

Source: (BPOM, 2017)

According to LPPOM MUI, Samyang ramen

products have no halal certificate from MUI (Council

of Ulama in Indonesia), so it is feared that people will

consume non halal materials from Samyang ramen

(JPNN, 2017). According to Indonesia’s law No. 33

Year 2014 Article Number 4 which guarantees that

any products which are being trade and distributed in

Indonesia territory must have halal certificate.

According to Rasyid (2010), there are some

problems that have arisen in the society related to

muslim consumer and producer awareness in

Indonesia. First problem, since Muslims are majority

in Indonesia, the consumers naturally assume that all

products sold are halal. Second problem is producers

and consumers assume that halal accreditation is not

compulsory. Third problem is related to the procedur

of halal accreditation being inefficient and costly.

Consuming halal product based on faith and

taqwa because the command of Allah Subhanahu wa

ta'ala is a worship that bring rewards and give

goodness of the world and the afterlife. Conversely,

consuming haram product is a sinful act that brings

sin and evil both the world and the afterlife (MUI,

2014). Allah has asserted in the Qur'an that there are

some foods and drinks that are categorized as haram,

in Al-Maaida [5]: 3, “Forbidden to you (for food)

are: dead meat, blood, the flesh of swine, and that on

which hath been invoked the name of other than

Allah; that which hath been killed by strangling, or

by a violent blow, or by a headlong fall, or by being

gored to death; that which hath been (partly) eaten by

a wild animal; unless ye are able to slaughter it (in

due form); that which is sacrificed on stone (altars);

(forbidden) also is the division (of meat) by raffling

with arrows: that is impiety...”.

Universitas Pendidikan Indonesia as an

educational institution which has a religious motto

and the majority of its students are Muslim, its a

compulsory to understand and to know what is the

religious command. One of the command is the

importance of knowing halal food products in

accordance with the command of Allah Subhanahu

wa ta'ala in the Qur'an and hadith of the Prophet

Muhammad.

Several studies have been done to determine the

purchase decision of food products. One of the

research was conducted by Simanjuntak and

Dewantara (2014) which analyzes the level of

knowledge, religiosity and ethics on purchasing

decisions of bachelor students in Bogor Agricultural

University. The results of this study indicate that high

knowledge does not significantly influence the

purchasing decision of undergraduate students of

Bogor Agricultural University. In addition, societies

still consider all halal food products that are halal

labeled either from the government or not, equally

guarantee halal to the product (Saabar and Ibrahim,

2014). This study will analyze how far halal

knowledge and religiosity influence purchasing

decision on Samyang ramen products separately and

simultaneously.

1.1 Purchasing Decision

Purchasing decisions is a problem solving approach

to human activities by buying a product to fulfill

needs and wants (Boyd and Walker, 2013). Consumer

behavior becomes the things that underlie consumers

to make purchasing decisions. The term consumer

behaviour that consumers display in searching for,

purchasing, using, evaluating, and disposing of

product and service that they expect will satisfy their

needs (Schiffman and Kanuk, 2014).

In Islam, the decision-making process is described

in several verses of the Qur'an which is the more

general meaning can be applied in all activities. The

chapter of Al-Baqarah verse 168 Allah explains that:

“O ye people! Eat of what is on earth, lawful and

good; and do not follow the footsteps of the evil one,

for he is to you an avowed enemy”.

Kotler and Armstrong (2016) points out that there

are 4 indicators on the purchase decision:

 Consistency on a product;

 The habit of buying the product;

 Provide recommendations to others;

 Repurchase.

ICIEBP 2017 - 1st International Conference on Islamic Economics, Business and Philanthropy

674

1.2 Concept of Halal Product

Halal comes from the Arabic language used to denote

something that is permissible, legitimate, and law

upon objects (Syazwan et al., 2016). In addition to

halal food and drinks, there are also foods and

beverages are forbidden for cause or substance

(Agustian and Sujana, 2013). Haram because the

cause associated with the acquisition of food that is

not according to Islamic shari'a. Meanwhile, haram

because the substance is the origin of the food is

already haram (MUI, 2014).

According to MUI (2014) food products shall

qualify halal status:

 Does not contain pork;

 Does not contain khamar (Alcohol);

 Animal slaughtered according to Islamic

shari'a procedures;

 Does not contain other ingredients that are

forbidden or belonging to unclean;

 All storage places, processing sales, and means

of transportation for halal products;

 The use of production facilities for halal.

Halal label is the provision of halal or written

proof as a halal product guarantee with halal written

in Arabic, Latin letters and code number from the

Minister issued on the basis of halal inspection from

halal examiner institution formed by MUI, Halal

fatwa from MUI, halal certificate of the MUI as a

legitimate guarantee that the product in question is

halal consumed and used by the society in accordance

with the provisions of shari'a (MUI, 2014). Halal logo

supported by MUI certificate can see in figure 1:

Figure 1: Halal Official Logo by MUI.

Source: (LPPOM Majelis Ulama Indonesia, 2015).

1.3 Concept of Product Knowledge

Product knowledge is a collection of various

information about the product. this knowledge

includes product categories, brands, product

terminology, product attributes or features, product

prices and product beliefs (Suwarman, 2011). There

are three types of product knowledge to measure

product knowledge (Peter and Olson, 2010):

 Product bundles of attributes;

 Product as bundles of benefit;

 Product as value satisfier.

1.4 Concept of Religiosity

Religiosity is defined to what extent an individual is

committed to acknowledging and implementing the

teachings of religion by reflecting attitudes and

behaviors in life (Sungkar, 2010). In addition,

religiosity has an important role in society lives

through the formation of beliefs, knowledge and

attitudes. Religiosity will greatly affect the behavior

of adherents, especially in decision-making attitude,

so that every decision taken must be in accordance

with what is ordered by his god (Said et al., 2015).

According to Stark and Glock (1968), there are

five dimensions of religiosity:

 Religious Belief (The Ideological Dimension);

 Religious Practice (The Ritual Dimension);

 Religious Feeling (The Experiental

Dimension);

 Religious Knowledge (The Intellectual

Dimension);

 Religious Effect (The Consequential

Dimension).

2 METHODS

This research used survey method with explanatory

approach. Quantitative method is used to examine the

behaviour of an individual or a group by taking

samples from one population and using a

questionnaire as a means of data collection (Sekaran

and Bogie, 2016). Multiple linear regression is used

to analyze the effect of halal food product knowledge

and religiosity on purchasing decision of Samyang

ramen product.

The general equation of multiple linier regression

(Algifari, 2013):

ܻൌߚ

଴

൅ߚ

ଵ

൅ߚ

ଶ

൅݁

(1)

Meanwhile, the hypothesis for this research as

follows:

2.1 First Hypothesis

: There is no influence between halal

product knowledge on purchasing

decisions.

: There is influence between halal product

knowledge on purchasing decisions.

Halal Knowledge and Religiosity on Purchasing Decision of Samyang Ramen Products: Survey on Muslim Students in Universitas

Pendidikan Indonesia

675

2.2 Second Hypothesis

: There is no influence between religiosity

on purchasing decisions.

: There is influence between religiosity on

purchasing decisions.

2.3 Third Hypothesis

: There is no influence between halal

product knowledge and religiosity on

purchasing decisions.

: There is influence between halal product

knowledge and religiosity on purchasing

decisions.

In determining the sample of Muslim students,

non probability sampling and purposive sampling

method is used with judgment sampling technique.

The sample in this study is 80 Muslim students at the

Universitas Pendidikan Indonesia Bumi Siliwangi

who consume Samyang ramen with the following

criteria:

 Still active as a student at Universitas

Pendidikan Indonesia and Muslim;

 First time costumers or repeat costumers of

Samyang ramen products;

 Representing every faculty at Universitas

Pendidikan Indonesia;

 Represents 2013, 2014, 2015 and 2016

generations.

3 RESULTS AND DISCUSSION

3.1 Demography of Muslim Student

The general characteristics of Muslim students will be

described based on research findings such as gender,

faculty and year of generation. Overall, the

characteristics of respondents by gender can be seen

in Table 2:

Table 2: Muslim student by gender.

No Gender Frequency (Person)

1 Male 16

2 Female 64

Total 80

Muslim students who become consumer of

Samyang ramen are dominated by female. This is

because female tend to be more easily interested in

buying a new product than male. So female

dominating the consumer products Samyang ramen.

In addition, the cause of korean halyu is major factor

that causes female to dominate Samyang ramen

consumers. Female are more updated than male about

Korean culture from food, beverage, fashion and

entertainment.

The characteristics of respondents by faculty can

be seen in Table 3:

Table 3: Muslim student by faculty.

No Faculty Frequency (Person)

1 FPEB 10

2FIP 10

3 FPBS 10

4 FPSD 10

5 FPT

6 FPO

7 FPMIPA 10

8 FPIPS 10

Total 80

Muslim students who become samples taken 10

person per faculty so that there is a balance between

the data per faculty. Study with purposive sampling

with quota sampling means that the researcher

determines the quota of samples taken from each

faculty. Overall, the characteristics of respondents by

year of generation can be seen in Table 4:

Table 4: Muslim student by year of generation.

No Year of Generation Frequency (Person)

1 2013 40

2 2014 26

3 2015 21

4 2016 13

Total 80

The generation of 2013 more become consumer

of Samyang ramen compared to other generation.

This is because the age force 2013 tend to be more

familiar with Samyang ramen products than the other

generation. In addition, the age factor also affects the

percentage of respondents who consume Samyang

ramen.

3.2 Halal Product Knowledge

Overview

The calculation of high or low category of halal

product knowledge will be based on the result of the

respondent's answer as a whole. This variable is

measured through 10 question items. In table 5 is the

result of the categorization :

Table 5: Category of halal product knowledge.

Range Category

X > 533,3 High

266,7 ≤ X ≤ 533,3 Medium

X < 266,7 Low

ICIEBP 2017 - 1st International Conference on Islamic Economics, Business and Philanthropy

676

Based on the categories of the table, the

knowledge of halal products that become respondents

is categorized high because the total score of this

variable as a whole is amounted to 534. This certainly

proves that the knowledge of UPI Muslim students

about halal products is high. In addition, to

determining the halal product knowledge category as

a whole, can also be seen per respondent. Here are the

results of category calculations per respondent based

on respondents' answers in figure 2:

Figure 2. Percentage of halal product knowledge.

Muslim students have high knowledge about halal

product, this is caused by the influence of information

about halal life style and halal product in social media

that respondents often access.

3.3 Religiosity Overview

Religiosity can be seen from how strong a muslim in

executing what is commanded by Allah Subhanahu

wa ta'ala. The stronger in enforcing sharia, the more

religious the person. The following is the result of the

categorization as a whole:

Table 6: Category of Religiosity.

Range Category

X > 1600 High

800 ≤ X ≤ 1600 Medium

X < 800 Low

Based on the categorization table 6, the religiosity

variable can be categorized high because the overall

score of the variable is 1607. This certainly proves

that the religiosity of UPI Muslim students is high.

The following is the result of the calculation per

respondent based on the results obtained:

Figure 3: Percentage of Religiosity.

Based on the results of calculations in the figure 3

above, the religiosity of Muslim students UPI get

different result. In other words, UPI Muslim students

have obedience in worship and have knowledge about

muamalah with medium level. This is caused by the

factor of strong religious education and the influence

of religious studies that often respondents attended.

3.4 Purchasing Decision Overview

In this section will be described about the level of

purchasing decision of Muslim students UPI to

Samyang ramen products whether high, medium or

low. In table 7 is the result of categorization:

Table 7: Category of Religiosity.

Range Category

X > 1066,6 High

533,4 ≤ X ≤ 1066,6 Medium

X < 533,4 Low

The score of purchase decision variable is 878 so

it can be categorized as having value between 533,4

and 1066,6. So it can be concluded that the level of

purchasing decisions on Samyang ramen product is

medium. The following is the result of the calculation

per respondent based on the results obtained:

Figure 4: Percentage of Purchasing Decision.

Based on the calculation of the categories in figure

4, most of Muslim students have a medium level of

purchase decision on Samyang ramen product. This

is because Muslim students are not make Samyang

ramen as the main choice to eat noodles, Muslim

students more prefer other similar products such as

Indomie, Mie Sedaap, etc.

3.5 Multiple Linear Regression Test

Hypothesis testing of this research using 1%

significance level. If using the t-statistic test then the

t-table at the 1% significance level is 1.96 because the

sample exceeds 30. So, the HA hypothesis testing

criteria is accepted and H0 is rejected when t-statistic

> 1.96 or 2.326. Here is a model of analysis of the

significance of variables obtained through multiple

linear regression calculations:

Halal Knowledge and Religiosity on Purchasing Decision of Samyang Ramen Products: Survey on Muslim Students in Universitas

Pendidikan Indonesia

677

Table 8: Multiple Linear Regression Test Results.

Variable Coefficient SE t-statistic Probability

C 23.66964 0.802 29.5038 0.0000

X1 -1.177147 0.246 -4.7756 0.0000

X2 -0.426913 0.063 -6.7040 0.0000

Based on the result of multiple regression test in

table 8, hypothesis analysis can be done. The

explanation as follows:

3.5.1 First Hypothesis

Based on the results of multiple regression test can be

seen that halal products knowlegde have a negative

and significant influence on purchasing decisions.

This is shows by the t-statistik value -4.775577 with

t-table 1.99125 and the level of significance at alpha

1% is 0.000. So, the hypothesis formulation is to

accept H

3.5.2 Second Hypothesis

The result of multiple regression test shows that the

influence of the religiosity variable to the purchasing

decision of Samyang ramen product is significant

with the value below 0.01 is 0.000. This result also

indicate a negative influence between religiosity on

purchasing decision, it is proved by the t-statistics of

-6.704015 and t-table 1.99125. Thus the hypothesis

formulation is to accept H

3.5.3 Third Hypothesis

In this hypothesis will be tested F-test and R-Square

test, the results can see in table 9:

Table 9: The Results of F-Test and R-Square Test.

F-Calculate F-Table Probability R-Square

150.5580 3.09 0.0000 0.796359

Based on F-test result that F-Calculate value is

150,5580 bigger than F-Table (3.09) with probability

level below 0.01 is 0.000, so it can be said that the

sum of all independent variable that is halal product

knowledge and religiosity simultaneously influence

to dependent variable that is purchasing decision.

Based on the estimation result, the value of R

0,796359, it means that the contribution of

independent variable to the dependent variable is

79.63% and the rest of 20.37% is influenced by other

factors outside the estimation model. Based on these

results, then can be formed a regression with

mathematical equation model as follows:

Y = 23.66964 – 1.177147X

– 0.426913X

+ e

The model in this study shows that when the Muslim

students have halal product knowledge and religiosity

it will have a negative impact on purchasing decisions

of Samyang ramen products. The result of this study

is supported by the research conducted by Muhamad

et al. (2016) that a high level of knowledge makes

Muslim consumers to care and pay more attention to

the food to be consumed, as well as religiosity, which

positively affects the decision to purchase halal

products.

4 CONCLUSIONS

Based on the result of the research, it can be

concluded that halal product knowledge and

religiosity have a negative and significant effect as

separately and simultaneously on purchasing

decisions of Samyang ramen product. This is because

the information about halal is very much in social

media, making it easily accessible by muslim

students. Then, the Muslim students have a high level

of religiosity, this is due to religious education

obtained impact on the behavior of worship and

muamalah.

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