Muslim consumer behaviour when facing fear of COVID-19
by Hardius Usman; Nucke Widowati Kusumo Projo; Ika Yuni Wulansari; Chairy Chairy
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 6, No. 1, 2021

Abstract: The purposes of this research are: 1) studying the impact of Muslim fear on shopping behaviour, health protocols, and religious activities; 2) analysing the role of health protocols and religious activity on Muslim shopping behaviour. The target population is the Indonesian Muslim population aged 18 years old or more. Data collection is carried out by the self-administered survey method. PLS-SEM is applied to test the research hypothesis statistically. This study reveals several findings: 1) fear has a positive and significant effect on compliance with health protocols and the intensity of religious activity, but it has an insignificant effect on shopping behaviour, whether offline, online, or shopping for halal products; 2) adherence to health protocols significantly affects negative attitudes towards interactions with other people, and/or crowds, but religious activity insignificantly influences these negative attitudes; 3) negative attitudes towards interactions with other people, and/or crowds have a significant effect on shopping behaviour.

Online publication date: Tue, 14-Sep-2021

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