Muslim Consumers' Purchasing Decisions on Halal Food Products Using Online Delivery Services During the Covid-19 Pandemic: Lessons from Bogor City, Indonesia

Published: Jul 10, 2025

Abstract:

Purpose: This study aims to explore the factors influencing halal food consumption and purchasing decisions during the COVID-19 pandemic in Bogor City, Indonesia, focusing on the impact of religious beliefs, health consciousness, and safety concerns.

Methods: A quantitative approach was employed, utilizing a survey conducted with 200 consumers in Bogor City. Data were collected using a structured questionnaire and analyzed using SPSS for descriptive statistics and regression analysis.

Results: The results show that religious beliefs significantly affect halal food purchasing decisions, with health consciousness and safety concerns also playing a vital role. The pandemic heightened the importance of food safety and health among consumers, influencing their purchasing behavior.

Conclusion: The findings suggest that halal food consumption is strongly influenced by religious factors, while health-related concerns have gained prominence during the pandemic. This highlights the growing importance of safety and quality in consumers' decision-making processes.

Limitation: The study is limited to Bogor City, which may not fully represent other regions in Indonesia. Additionally, the sample size of 200 respondents may not capture the diversity of the broader population.

Contribution: This study contributes to the understanding of consumer behavior in the context of halal food and provides valuable insights for businesses in the food industry to adapt their strategies in the post-pandemic era, particularly in Muslim-majority countries.

Keywords:
1. Halal Labeled Food Product
2. Logistic Regression
3. Promotions
4. Purchasing Decisions
5. Social Factors
Authors:
1 . Firly Mariska Shatrie
IPB University, West Java, Indonesia
2 . Ranti Wiliasih
IPB University, West Java, Indonesia
3 . Mohammad Iqbal Irfany
IPB University, West Java, Indonesia
4 . Daffa Aqomal Haq
IPB University, West Java, Indonesia
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Issue & Section
Vol. 1 No. 2 (2025): July
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

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    Mathew, V. N. (2014). Acceptance on halal food among non-Muslim consumers. Procedia-social and behavioral sciences, 121, 262-271. doi:https://doi.org/10.1016/j.sbspro.2014.01.1127

    Panggabean, P. D. (2022). Implementation of Administrative Sanctions Against Violations Health Protocol Covid-19 in Central Lampung. Administrative and Environmental Law Review, 3(2), 75-84. doi:https://doi.org/10.25041/aelr.v3i2.2747

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    Saleh, H., & Rajandran, T. (2024). Relationship between Non-Muslim consumer intention to purchase Halal Products with Halal Awareness, Halal Certification, Halal Marketing and Halal Knowledge: Systematic Review. International Journal of Academic Research in Business and Social Sciences, 14(9), 416-426. doi:http://dx.doi.org/10.6007/IJARBSS/v14-i9/22495

    Sofianto, A., Zuhri, M., Febrian, L., & Ambarwati, O. C. (2022). Penerapan Protokol Kesehatan COVID-19 pada Ruang Publik di Jawa Tengah. Jurnal Kesehatan Masyarakat, 10(1), 20-30. doi:https://doi.org/10.14710/jkm.v10i1.31594

    Suhariyanto, J. (2023). The Influence Of Consumer Behavior On Online Purchase Decisions Through Gofood In Bandung City. Jurnal Ekonomi, 12(01), 1146-1150.

    Syahputra, A. E. A., Faizin, N., Safik, A., & Ma'ali, A. (2023). Mengkonsumsi makanan halal perspektif al-qur’an: telaah semantik-historis QS Al-Baqarah ayat 168. AL QUDS: Jurnal Studi Alquran dan Hadis, 7(1), 37-48. doi:https://doi.org/10.29240/alquds.v7i1.5510

    Wahyunengseh, R. D., Hastjarjo, S., Mulyaningsih, T., & Suharto, D. G. (2020). Digital Governance and Digital Divide: A Matrix of the Poor's Vulnerabilities. Policy & Governance Review, 4(2), 152-166. doi:https://doi.org/10.30589/pgr.v4i2.296

    Wilistyorini, V., & Sussanto, H. (2022). The effect of product quality, service quality, price, and trust on purchase decisions (case study on shopeefood users). International Journal Management and Economic, 1(3), 1-12. doi:https://doi.org/10.56127/ijme.v1i3.279

  1. Baharuddin, K., Kassim, N. A., Nordin, S. K., & Buyong, S. Z. (2015). Understanding the halal concept and the importance of information on halal food business needed by potential Malaysian entrepreneurs. International Journal of Academic Research in Business and Social Sciences, 5(2), 170-180. doi:https://doi.org/10.6007/IJARBSS/v5-i2/1476
  2. BPS. (2018). Survei Angkatan Kerja Nasional 2018 [National Labor Force Survey 2018]: Badan Pusat Statistik (BPS).
  3. Budiman, M. S., Aldo, B., Sofwan, H., & Alexander, P. (2023). Model Analysis Of Consumer Behavior: Cultural Factors, Personal Factors and Social Factors On Online Store Consumers (E-Commerce). Greenation International Journal of Economics and Accounting, 1(3), 362-371. doi:https://doi.org/10.38035/gijea.v1i3.88
  4. Djunaidi, M., Oktavia, C. B. A., Fitriadi, R., & Setiawan, E. (2021). Perception and consumer behavior of halal product toward purchase decision in Indonesia. Jurnal Teknik Industri, 22(2), 171-184. doi:https://doi.org/10.22219/JTIUMM.Vol22.No2.171-184
  5. Fadila, C. T., Farlian, T., & Ramly, A. (2020). The influence of halal label, product quality, and price on purchasing decisions. Journal of Finance and Islamic Banking, 3(1), 95-133. doi:https://doi.org/10.22515/jfib.v3i1.2627
  6. Fatmawati, I. (2019). The Halalan Toyyibah Concept In The Al-Qur'an Perspective And Its Application With Food Products In Indonesia. Paper presented at the 1st International Halal Conference & Exhibition.
  7. Fitriyani, L. N., Handayani, T., & Sari, L. P. (2025). Analysis of the marketing strategy of savings products at BMT Nasuha during the Covid-19 pandemic Dirham: Journal of Sharia Finance and Economics(JoSFE), 1(1), 1-14. doi:https://doi.org/10.35912/josfe.v1i1.3329
  8. Halvorson, M. A., McCabe, C. J., Kim, D. S., Cao, X., & King, K. M. (2022). Making sense of some odd ratios: A tutorial and improvements to present practices in reporting and visualizing quantities of interest for binary and count outcome models. Psychology of Addictive Behaviors, 36(3), 284-295.
  9. Hariani, D., & Dinitri, S. (2020). Strategi Pengembangan Wisata Halal Kota Bogor Dengan Mengoptimalkan Industri Kreatif. Jurnal Syarikah: Jurnal Ekonomi Islam, 6(2), 124-129. doi:https://doi.org/10.30997/jsei.v6i2.2234
  10. Hartanto, D., & Hidayat, N. (2022). Analysis of community activity restriction policy (Ppkm) during the COVID-19 pandemic. Journal of Governance and Regulation/Volume, 11(2), 134-143.
  11. Hasanah, T., & Rakhmawati, A. (2025). Pengaruh Promosi, Harga, Online Customer Rating Dan Gaya Hidup Terhadap Pengambilan Keputusan Pembelian Gofood Pada Aplikasi Gojek Di Kota Malang. Primanomics: Jurnal Ekonomi & Bisnis, 23(2), 1-16. doi:https://doi.org/10.31253/pe.v23i2.3236
  12. Irfanudin, A. M., & Andalusi, R. (2025). The Influence of Brand Awareness and Promotion on Purchase Decisions of MACS Stationery Products in the West Java Region, Indonesia. Golden Ratio of Data in Summary, 5(3), 378-388. doi:https://doi.org/10.52970/grdis.v5i3.1215
  13. Juwita, A., Nurlelawati, N., & Triadinda, D. (2024). Pengaruh Perceived Value Terhadap Kepuasan Konsumen Pada Produk Skincare Skintific (Studi Kasus Pada Pengguna Skincare Skintific Di Toko Kecantikan Senja Karawang). Costing: Journal Of Economic, Business And Accounting, 7(5), 1431-1443.
  14. Kapriani, K., & Ibrahim, I. (2022). Analisis Pengaruh Diskon dan Gratis Ongkos Kirim terhadap Keputusan Konsumen Menggunakan Layanan Jasa Grab Food pada Masa Pandemi. SEIKO: Journal of Management & Business, 5(2), 395-403. doi:https://doi.org/10.37531/sejaman.v5i2.2050
  15. Madhav, N., Oppenheim, B., & Gallivan, M. (2017). Pandemics: Risks, Impacts, and Mitigation. In D. T. Jamison, H. Gelband, & S. Horton (Eds.), Disease control priorities in developing countries: World Bank.
  16. Mardianto, D., Parakkasi, I., & Muthiadin, C. (2025). Peran Sertifikat Halal dalam Meningkatkan Kepercayaan Konsumen pada Produk Industri Pangan di Indonesia. Jurnal Ilmiah Ekonomi, Akuntansi, Dan Pajak, 2(2), 346-360. doi:https://doi.org/10.61132/jieap.v2i2.1192
  17. Masri, E., Irianto, S., Masriani, Y. T., & Falah, S. M. S. (2025). Halal Product Assurance as Legal Protection for Muslim Consumers in Indonesia. Al-Ahkam, 35(1), 205-234. doi:https://doi.org/10.21580/ahkam.2025.35.1.26384
  18. Mathew, V. N. (2014). Acceptance on halal food among non-Muslim consumers. Procedia-social and behavioral sciences, 121, 262-271. doi:https://doi.org/10.1016/j.sbspro.2014.01.1127
  19. Panggabean, P. D. (2022). Implementation of Administrative Sanctions Against Violations Health Protocol Covid-19 in Central Lampung. Administrative and Environmental Law Review, 3(2), 75-84. doi:https://doi.org/10.25041/aelr.v3i2.2747
  20. Purwanto, H., Jati, S., & Rofiq, A. (2021). Policy analysis of enforcement of halal product guarantee regulations through the regulatory impact analysis (RIA) approach. Journal of Digital Marketing and Halal Industry, 3(2), 149-164. doi:https://doi.org/10.21580/jdmhi.2021.3.2.9345
  21. Saleh, H., & Rajandran, T. (2024). Relationship between Non-Muslim consumer intention to purchase Halal Products with Halal Awareness, Halal Certification, Halal Marketing and Halal Knowledge: Systematic Review. International Journal of Academic Research in Business and Social Sciences, 14(9), 416-426. doi:http://dx.doi.org/10.6007/IJARBSS/v14-i9/22495
  22. Sofianto, A., Zuhri, M., Febrian, L., & Ambarwati, O. C. (2022). Penerapan Protokol Kesehatan COVID-19 pada Ruang Publik di Jawa Tengah. Jurnal Kesehatan Masyarakat, 10(1), 20-30. doi:https://doi.org/10.14710/jkm.v10i1.31594
  23. Suhariyanto, J. (2023). The Influence Of Consumer Behavior On Online Purchase Decisions Through Gofood In Bandung City. Jurnal Ekonomi, 12(01), 1146-1150.
  24. Syahputra, A. E. A., Faizin, N., Safik, A., & Ma'ali, A. (2023). Mengkonsumsi makanan halal perspektif al-qur’an: telaah semantik-historis QS Al-Baqarah ayat 168. AL QUDS: Jurnal Studi Alquran dan Hadis, 7(1), 37-48. doi:https://doi.org/10.29240/alquds.v7i1.5510
  25. Wahyunengseh, R. D., Hastjarjo, S., Mulyaningsih, T., & Suharto, D. G. (2020). Digital Governance and Digital Divide: A Matrix of the Poor's Vulnerabilities. Policy & Governance Review, 4(2), 152-166. doi:https://doi.org/10.30589/pgr.v4i2.296
  26. Wilistyorini, V., & Sussanto, H. (2022). The effect of product quality, service quality, price, and trust on purchase decisions (case study on shopeefood users). International Journal Management and Economic, 1(3), 1-12. doi:https://doi.org/10.56127/ijme.v1i3.279