Pengaruh Word of Mouth, Religiusitas, Behavior Control Terhadap Niat Pembelian Obat Halal

https://doi.org/10.35912/jakman.v6i3.4486
Published: Jun 12, 2025

Abstract:

Purpose: This study investigates the influence of word of mouth, religiosity, and behavioral control on purchase intention for halal pharmaceutical products in Indonesia, with attitude serving as a mediating factor. This research is grounded in the context of Islamic marketing and consumer behavior.

Methodology/approach: A quantitative survey method was used to collect data from Muslim consumers in Indonesia. Analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS software.

Results/findings: The findings indicate that word-of-mouth, religiosity, and behavioral control have a significant influence on purchase intention. Additionally, attitude plays a mediating role in the relationship between religiosity and purchase intention, as well as between word of mouth and purchase intention. This suggests that stronger religious beliefs and positive word-of-mouth can shape consumer attitudes, which in turn drive the intention to purchase halal pharmaceutical products.

Conclusions: This study found that word of mouth, religiosity, and behavioral control significantly influenced consumers’ intention to purchase halal medicines, with attitude playing a key mediating role. Positive recommendations, strong religious values, and a sense of control all contribute to shaping favorable attitudes and increasing the intention to buy halal pharmaceutical products.

Limitations: This study is limited by the availability of literature on halal pharmaceutical consumer behavior, leading to comparisons with other halal product industries.

Contribution: This study contributes to Islamic marketing and consumer behavior studies by offering empirical insights into Muslim consumers' decision-making processes. This finding provides practical implications for businesses and policymakers to enhance marketing strategies for halal pharmaceuticals.

Keywords:
1. Consumer behaviour
2. Halal Pharmaceuticals
3. Purchase Intention
4. Religiosity
5. Word of Mouth
Authors:
1 . Rosa Handayani
2 . Alldila Nadhira Ayu Setyaning
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How to Cite
Handayani, R., & Setyaning, A. N. A. (2025). Pengaruh Word of Mouth, Religiusitas, Behavior Control Terhadap Niat Pembelian Obat Halal. Jurnal Akuntansi, Keuangan, Dan Manajemen, 6(3), 765–778. https://doi.org/10.35912/jakman.v6i3.4486
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Issue & Section
Vol. 6 No. 3 (2025): Juni
Articles
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  1. Al Maslul, S., & Priantina, A. (2024). Halal Awareness: Impact on Purchasing Halal Medicines Unveiled. Journal of Islamic Monetary Economics and Finance, 10(3), 587–608. Https://doi.org/10.21098/jimf.v10i3.1994
  2. Ali, A., Xiaoling, G., Sherwani, M., & Ali, A. (2018). Antecedents of consumers’ Halal brand purchase intention: an integrated approach. Management Decision, 56(4), 715–735. Https://doi.org/10.1108/MD-11-2016-0785
  3. Amiruddin, K., Astuti, A. R. T., & Mujahidin. (2024). The Impact of Word of Mouth and Customer Satisfaction on Purchase Decisions: The Role of Maslahah as an Intervening Variable in the Cosmetic Products Industry in Indonesia. Journal of Ecohumanism, 3(7), 1525–1540. Https://doi.org/https://doi.org/10.62754/joe.v3i7.4307
  4. Aninda Nurul Hasanah, & Olivia Barcelona Nasution. (2023). The Effect of Electronic Word Of Mouth, Viral Marketing, Halal Certification, and Brand Image on Purchase Decisions of Mixue Ice Cream & Tea. Indonesian Journal of Applied and Industrial Sciences (ESA), 2(4), 425–438. Https://doi.org/10.55927/esa.v2i4.5237
  5. Arimiawati, I., Moenawar, M. G., & Muhammad, B. (2024). Pengaruh Foto Produk terhadap Minat Beli Konsumen pada Akun Instagram @ skintificid The Influence of Product Photos on Consumer Purchase Interest on Instagram Accounts @ skintificid. 4(2), 211–224.
  6. Baharuddin, G., Riskarini, D., Widyastuti, S., & Azzahra, F. (2025). The effect of Maqasid Al-Shariah towards youth motivation to become entrepreneur in Indonesia. International Journal of Financial, Accounting, and Management (IJFAM), 6(4), 525–537. Https://goodwoodpub.com/index.php/ijfam/article/view/2598
  7. Bukhari, S. N. Z., Isa, S. M., & Yen Nee, G. (2020). Halal vaccination purchase intention: A comparative study between Muslim consumers in Malaysia and Pakistan. Journal of Islamic Marketing, 12(4), 670–689. Https://doi.org/10.1108/JIMA-10-2019-0209
  8. Debora Indriani, I. A., Rahayu, M., & Hadiwidjojo, D. (2019). The Influence of Environmental Knowledge on Green Purchase Intention the Role of Attitude as Mediating Variable. International Journal of Multicultural and Multireligious Understanding, 6(2), 627. Https://doi.org/10.18415/ijmmu.v6i2.706
  9. Endah, N., Daryanti, S., & Hati, S. R. H. (2017). Young Adult Muslim Consumer Intention to Purchase Halal Cosmetics: Application of the Theory of Planned Behavior. 21(Icmesd), 569–573. Https://doi.org/10.2991/icmesd-17.2017.102
  10. Fiandari, Y. R., Shanty, B. M., & Nanda, M. D. (2024). The roles of word of mouth, religiosity and behavioral control toward halal cosmetics’ purchase intention: attitude as mediation. Journal of Islamic Marketing. Https://doi.org/10.1108/JIMA-05-2023-0139
  11. Garg, P., & Joshi, R. (2018). Purchase intention of “Halal” brands in India: the mediating effect of attitude. Journal of Islamic Marketing, 9(3), 683–694. Https://doi.org/10.1108/JIMA-11-2017-0125
  12. Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Evaluation of Formative Measurement Models. Https://doi.org/10.1007/978-3-030-80519-7_5
  13. Hong, M., Sun, S., Beg, A. B. M. R., & Zhou, Z. (2019). Determinants of halal purchasing behaviour: evidences from China. Journal of Islamic Marketing, 10(2), 410–425. Https://doi.org/10.1108/JIMA-03-2018-0053
  14. Irrawati, M. D., Isa, M., Surakarta, U. M., & Tengah, J. (2025). Pengaruh Influencer Marketing dan Live Streaming terhadap Perilaku Pembelian Skintific di Tiktok Shop dengan Niat Pembelian sebagai Variabel Mediasi ( The Influence of Influencer Marketing and Live Streaming on Skintific Purchasing Behavior in TikTok Shop. Studi Akuntansi, Keuangan, Dan Manajemen, 4(2), 275–289. Https://doi.org/https://doi.org/10.35912/sakman.v4i2.3770
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  16. Kasri, R. A., Ahsan, A., Widiatmoko, D., & Hati, S. R. H. (2023). Intention to consume halal pharmaceutical products: evidence from Indonesia. Journal of Islamic Marketing, 14(3), 735–756. Https://doi.org/10.1108/JIMA-06-2021-0192
  17. Koc, F., Ozkan, B., Komodromos, M., Halil Efendioglu, I., & Baran, T. (2024). The effects of trust and religiosity on halal products purchase intention: indirect effect of attitude. EuroMed Journal of Business. Https://doi.org/10.1108/EMJB-01-2024-0004
  18. Li, S., & Jaharuddin, N. S. (2021). Influences of background factors on consumers’ purchase intention in China’s organic food market: Assessing moderating role of word-of-mouth (WOM). Cogent Business and Management, 8(1). Https://doi.org/https://doi.org/10.1080/23311975.2021.1876296
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  20. Muhammad Agus Futuhul Ma’wa, Hasbi, Triyani Aprilia, & Suci Wulandari Siregar. (2023). Adoption of halal cosmetics: extending the Theory of Planned Behavior with halal literacy as a moderation variable. Journal of Halal Product and Research, 6(1), 22–34. Https://doi.org/10.20473/jhpr.vol.6-issue.1.22-34
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  22. Nguyen, T. T. T., Limbu, Y. B., Pham, L., & Zúñiga, M. Á. (2024). The influence of electronic word of mouth on green cosmetics purchase intention: evidence from young Vietnamese female consumers. Journal of Consumer Marketing, 41(4), 406–423. Https://doi.org/10.1108/JCM-11-2022-5709
  23. Nurhayati, T., & Hendar, H. (2020). Personal intrinsic religiosity and product knowledge on halal product purchase intention: Role of halal product awareness. Journal of Islamic Marketing, 11(3), 603–620. Https://doi.org/10.1108/JIMA-11-2018-0220
  24. Puriwat, W., & Tripopsakul, S. (2022). Consumers’ Attitude towards Digital Social Responsibility: Impacts on Electronic Word of Mouth and Purchase Intention. Emerging Science Journal, 6(1), 64–74. Https://doi.org/10.28991/ESJ-2022-06-01-05
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  26. Purwianti, L. (2021). Pengaruh Religiostik, EWOM, Brand Image dan Attitude terhadap Purchase Intention. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, Dan Bisnis, 5(1), 40–50. Https://doi.org/10.31294/jeco.v5i1.9284
  27. Purwianti, L. (2022). Influence of Halal Awareness, Ewom Towards Intention To Buy Halal Cosmetics: the Role of Mediation Attitude. Journal of Business Studies and Mangement Review, 5(2), 281–287. Https://doi.org/10.22437/jbsmr.v5i2.17693
  28. Qhoirunnisa, O. N. (2024). Pengaruh Social Information Processing and Perceived Usefulness dalam Membangun Customer Trust pada Pengguna Halodoc. Universitas Pembangunan Nasional ‘Veteran’ Jawa Timur.
  29. Ramdhani, N. (2009). Model Perilaku Penggunaan Tik “NR2007” Pengembangan Dari Technology Acceptance Model (TAM). Buletin Psikologi, 17(1), 17–27.
  30. Ridho, M., Fathan, A., & Priantina, A. (2025). Exploring influential factors in selecting halal pharmaceuticals among students ( study case IAI Tazkia & University Ibnu Khaldun in Bogor ). 5(2), 134–143. Https://doi.org/10.12928/jhsr.v5i2.10133
  31. Rizky, K., Untari, D. T., & Rohaeni, H. (2024). Analisis Pengaruh Celebrity Endorsement Dan Electronic Word Of Mouth (E-Wom) Terhadap Purchase Intention Melalui Brand Hate:(Studi Kasus Pada Starbucks Di …. Jurnal Multidisiplin Ilmu Akademik, 2(8), 365–375. Https://doi.org/10.61722/jiem.v2i8.2301
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