UNIVERSITI TEKNOLOGI MARA

BACHELOR OF BUSINESS ADMINISTRATION (HONS) MARKETING

SEMESTER : MARCH2024

MKT537
MARKETING RESEARCH

ASSIGNMENT QUESTION:

PREPARED BY:

NAME STUDENT ID

NUR FARAH IZZATI BINTI MUHAMMAD 2022495138

FAZALIE

SYIFA BINTI MOHAMMAD AZHARI 2022660764

GROUP: BA2524B

PREPARED FOR:

DR. NOREEN NOOR ABD. AZIZ

FACULTY OF BUSINESS MANAGEMENT
UITM CAWANGAN JOHOR
 TABLE OF CONTENTS

Acknowledgement 1

Article Review 2

Literature Review 8

References 9

Appendices

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 Acknowledgement

In the name of Allah, the Most Compassionate, the Most Merciful. All praise belongs to

Allah for granting us the ability to accomplish this task. We express gratitude to Allah for

providing us with the opportunities, challenges, and strength needed to complete this assignment.

Throughout this journey, we have gained valuable experiences, not only academically but also

on a personal level. We extend our utmost appreciation to the Prophet Muhammad (peace be

upon him) whose exemplary life has served as a continual source of guidance for us.

First of all, we would like to say a thousand thanks to our beloved lecturer, Dr. Noreen

Noor Abd. Aziz for his guidance, understanding, patience and most importantly, he has given

positive encouragement and warm enthusiasm to complete this assignment. In addition, we

would also like to thank our parents for their unwavering support and encouragement, which is

the pillar of our strength. Next, don't forget the other friends who provided encouragement,

shared views, and offered a sense of camaraderie during the challenging phase of this project.

This friendship has been a source of inspiration.

Finally, we would also like to express our deepest appreciation to the authors of the

article for their thoughtful research and valuable contribution to the field. I am grateful for the

opportunity to review and analyze their work, which has provided me with valuable insight and

knowledge. Finally, we express our appreciation to the researchers, editors, and all those

involved in the publication of the original article for their dedication.

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 Article Review

According to Suhartanto et al., 2022, p. 250, Fast food is defined as food that is made and

served rapidly, frequently in a standardised fashion, and is commonly linked with restaurants that

prioritise convenience and speed of service. Fast food restaurants may have limited seating or

emphasis on takeaway or drive-through service. While Halal, in this sense, refers to food that is

permissible or lawful for Muslims to consume under Islamic dietary regulations. Halal food must

follow precise criteria and concepts, such as ingredient source and preparation, to ensure

compliance with Islamic beliefs. According to the study, halal food quality is an important factor

in determining confidence among Muslim customers in the context of mobile halal food

shopping during the COVID-19 outbreak.

Based on the study by Su et al., 2022; Suhartanto et al., 2022 the objective of the study

outlined in the article is to analyze and understand the formation of halal trust in mobile halal

food purchasing services during the COVID-19 outbreak. Specifically, the study aims to

integrate the quality and valence theory to evaluate halal trust. The research focuses on factors

such as halal food quality, mobile app quality, perceived benefit, and health risk as drivers of

halal trust, with loyalty as the consequent behavior. The research done by Iranmanesh et al.,

2022; Muflih and Juliana, 2020, the study intends to contribute to the understanding of how

perceived quality and valence theory influence halal trust in the context of mobile halal food

purchasing, especially during the COVID-19 pandemic. Additionally, the study aims to provide

practical implications for managers and businesses operating in this sector, particularly in

Indonesia, where the halal food market via mobile apps is significant and highly competitive.

On the other hand, Quoquab, F., et al. (2019) conducted a study aiming to investigate the impact

of the halal logo on customer loyalty within the fast food industry in Malaysia. Their objectives

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encompassed investigating the direct and indirect impacts of the halal logo on customer loyalty,

examining its effects on trust and perceived reputation, exploring its relationship with customer

loyalty alongside perceived reputation, and scrutinizing the mediating roles of trust and

perceived reputation in linking the halal logo to customer loyalty. Utilizing the stimulus-

organism-response (S-O-R) theory as the theoretical underpinning, data were collected through a

self-administered survey questionnaire targeting 117 Muslim fast food consumers. The findings

unveiled that the halal logo exerts both direct and indirect effects on customer loyalty, while also

indicating positive associations between perceived reputation, trust, and customer loyalty. The

study underscored practical implications for fast food industry marketers targeting the Muslim

consumer segment, stressing the significance of leveraging the halal logo to cultivate trust and

perceived reputation, thus bolstering customer loyalty.

The model developed in the research by Dwi Suhartanto et al., 2022, investigates the

connection between several factors influencing Halal trust during the COVID-19 outbreak, with

a specific emphasis on mobile food purchase. Several independent variables influence the

dependent variable, loyalty, such as the halal food quality, mobile apps quality, perceived

benefit, and perceived health risk. Halal trust acts as a mediator between these interactions,

implying that trust in the Halal component of food and the quality of mobile apps is critical in

deciding consumer loyalty. Perceived advantage and perceived health risk also contribute to

Halal trust, implying that customers consider these aspects while purchasing Halal food via

mobile apps during the epidemic. In the context of the article, customer loyalty serves as the

dependent variable, representing the outcome of interest that is influenced by various factors

(Quoquab, F. et al, 2019). The independent variables include the halal logo, perceived reputation,

and trust. The halal logo, as a symbol of adherence to Islamic dietary guidelines, is hypothesized

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to directly impact customer loyalty by instilling trust and creating a positive reputation among

consumers. Perceived reputation, derived from the perception of a company's integrity and

adherence to halal standards, is expected to influence customer loyalty indirectly through its

mediating role between the halal logo and trust. Trust, in turn, is posited to directly affect

customer loyalty by fostering a sense of confidence and reliability in the brand or product. Thus,

these independent variables collectively contribute to shaping customer loyalty within the fast

food industry, particularly among Muslim consumers in Malaysia.

The methodology of the research from Dwi Suhartanto, 2022, takes a quantitative

approach, with data collected mostly through the use of a standardised questionnaire. The data

collection process includes an online survey of 368 Muslim customers in Bandung, West Java,

Indonesia. Respondents are chosen based on their relevance to the study's topic of mobile halal

food shopping during the COVID-19 epidemic. The questionnaire is intended to assess factors

such as halal food quality, mobile app quality, perceived benefit, perceived health risk, halal

trust, and loyalty. Participants are asked to score their agreement with statements about these

constructs. The acquired data is subsequently analysed using partial least squares (PLS)

modelling tools to determine the correlations between variables and test research hypotheses.

Furthermore, the measurement model is analysed to assure the reliability and validity of the

constructs using various statistical tests such as loading factors, Cronbach's alpha, composite

reliability, and average variance extracted. In the methodology outlined by Hair et al. (2019),

117 questionnaires were identified as useful for further analysis out of the 135 returned

questionnaires. The discrepancy in the number of questionnaires mentioned in the provided text

compared to the original paper highlights a potential inconsistency. While the original paper

specifies the distribution of questionnaires near specific fast food outlets within shopping malls

4
in Kuala Lumpur, the provided text lists the malls without specifying the exact location within

them, which may affect the clarity of the data collection process. The original paper explicitly

mentions the use of non-probability judgmental sampling to target Muslim consumers, a detail

not included in the provided text. Additionally, the demographic profile of the respondents,

including information on gender distribution, age range, employment status, marital status, and

income level, is mentioned in the provided text but not in the original paper. Furthermore, while

the original paper justifies the sample size by measuring the power analysis, including details

such as effect size, statistical power, significant level, and the maximum number of arrows

pointing at customer loyalty, these specifics are absent in the provided text, potentially affecting

the comprehensiveness of the sample size justification.

Major findings of the study in the article provided by Dwi Suhartanto, 2022, show that

halal trust in mobile food shopping during COVID-19 can be comprehensively understood by

combining valence theory and perceived quality. It highlights how important it is for halal

cuisine and mobile app quality to win over customers. The study also pinpoints the salient

features that influence halal trust, such as perceived health risk, perceived benefit, and quality of

halal food and mobile apps. The research offers insights into the dynamics of halal trust in the

context of a sizable Muslim community and a competitive online food market. It was conducted

in Indonesia, a market with significant pre-pandemic online food purchase and huge increase

during COVID-19. With a specific focus on halal food purchases made through mobile

applications during the epidemic and an integration of valence theory and perceived quality, this

study closes a research gap and advances our knowledge of halal trust in this particular situation.

In a study conducted by Quoquab, F. et al. (2019), the role of the halal logo in influencing the

loyalty intention of Muslim fast food customers in Malaysia was investigated. Using the Partial

5
Least Squares (PLS) technique, the structural relationships between the variables were examined,

yielding valuable insights into the importance of the concept of halal in predicting consumer

loyalty. On the other hand, a study by (Lejeune, 2011), findings show that the halal logo has a

positive effect on both the perception of reputation and trust, which in turn affects customer

loyalty. Specifically, the study confirmed that halal logos contribute to building a perceived

reputation and fostering trust among consumers. Furthermore, in research from (Cyr, 2008; Jin et

al., 2008; Kassim and Asiah Abdullah, 2010), trust appears as an important factor in driving

customer loyalty. The data also support the mediating effects of perceived reputation and trust,

showing that obtaining a halal logo can directly and indirectly affect consumer loyalty.

Therefore, the study concludes that, for Malaysian consumers, halal logo, trust, and perceived

reputation are important determinants in forming customer loyalty.

There are certain limitations to the current research from Dwi Suhartanto, 2022, most

notably its limited generalizability because the data was only gathered from Muslim customers in

the greater Bandung area of Indonesia, which limits its relevance to other populations and

geographic areas. The study may not have fully captured all influences on halal trust because it

only looked at a small number of predictors to predict halal trust, leaving out elements like

dedication and reputation. These limitations might be overcome in future study by including

other variables like dedication and reputation, expanding the sample outside of Bandung to

improve generalizability, and examining certain managerial techniques to gain a deeper

comprehension of the dynamics of halal trust. Future research along these lines can help to

improve and broaden the current study's conclusions, which will ultimately lead to a more

thorough knowledge of halal trust in contexts related to mobile food purchases. In the study

conducted by Quoquab, F. et al. (2019), the researchers employed a positivist approach to

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interpret the problems involved in their analysis. However, a limitation of the study lies in the

fact that the data were obtained exclusively from Muslim consumers in Malaysia. Additionally,

the research focused solely on fast food consumers in metropolitan areas, which may limit the

generalizability of the findings. Future studies may benefit from adopting an interpretive or

pragmatic approach to gain a deeper understanding of the issues at hand. Furthermore, it is

suggested that future research includes non-Muslims as respondents to examine loyalty trends

between Muslim and non-Muslim customers. Additionally, conducting experiments in rural areas

could provide valuable insights into diverse contexts and cultural perspectives.

In examining the studies by Suhartanto et al. (2022) and Quoquab et al. (2019), we were

impressed by the deep investigation into halal trust and consumer loyalty in the fast food

business, particularly in light of the issues provided by COVID-19. Suhartanto et al.'s study

speaks to us, emphasising the crucial necessity of halal food quality and mobile app

functionality, but Quoquab et al.'s emphasis on the halal logo piques our curiosity. Both studies

provide valuable insights into customer behaviour, making us eager to implement their findings

in real-world business scenarios. However, limitations in sample representativeness and

geographic coverage make us curious about future research prospects. Nonetheless, we

appreciate the important contributions these studies offer to our understanding of halal trust and

customer loyalty among Muslim consumers.

7
 Literature Review
Reference Objective
Dwi Suhartanto, Tjetjep The objective of this research
Djatnika, Tintin is to examine the halal trust
Suhaeni and Lina model by combining quality
Setiawati. (2022). Halal and valence theory in mobile
trust during the food shopping at COVID-19.
COVID-19 outbreak: The study uses data from
the role of quality, Muslim customers in Bandung,
perceived benefit and Indonesia, to investigate
health risk evidence aspects impacting halal trust,
from mobile food such as halal food and mobile
purchasing. app quality, perceived benefit,
https://www.emerald.co and health risk, with loyalty as
m/insight/1759- a result. The findings highlight
0817.htm the importance of halal food
and app quality. To earn
Muslim trust, the report
recommends maintaining high
standards in both domains,
noting limits such as sample
generalizability, and offering
future research directions.
Quoquab, F., Mohamed This study aims to investigate
Sadom, N. Z., & the impact of the halal logo on
Mohammad, J. (2019, customer loyalty within the fast
September 9). Driving food industry in Malaysia.
customer loyalty in the Specifically, the objectives are
Malaysian fast food to examine the direct and
industry: the role of indirect effects of the halal
halal logo, trust and logo on customer loyalty, to
perceived assess its influence on trust and
reputation.Journal of perceived reputation, and to
Islamic Marketing, explore the mediating role of
11(6), 1367-1387. trust and perceived reputation
https://www.emerald.co in the relationship between the
m/insight/1759- halal logo and customer loyalty
0833.htm among Malaysian fast food
consumers.
Methodology Dependent Independent Other Findin
Variable Variable Variable
1. Quantitative Loyalty 1. Halal food Halal trust The study found th
2. Questionnaire quality combining perceiv
3. Data Collection 2. Mobile apps and valence theory
quality on halal confidenc
3. Perceived benefit halal food purchas
4. Perceived health COVID-19. It emp
risk importance of hala
mobile app quality
establishing confid
Muslim customers
the study's finding
restricted to Bandu
Indonesia, limiting
general application
research should lo
additional factors l
commitment and r
acquire trust, busin
ensure that halal fo
quality requiremen
adheres to Islamic
during processing,
maintain high-qua
apps. This study p
important insights
halal trust through
pandemic.
1. Sample and data Customer 1. Halal logo The research findi
collection loyalty 2. Trust emphasize the cruc
2. Demographic 3. Perceived the halal logo in fo
background of the reputation customer loyalty w
respondent Malaysian fast foo
3. Measures Marketers should p
promoting their ha
attract and retain c
effectively. Muslim
perceive the halal
factor in their purc
decisions, viewing
assurance of halal
Hence, displaying
logo prominently i
outlets can mitigat
regarding halal sta
reinforcing custom
confidence. Levera
media and corpora
to showcase the ha
provide updates on
can further enhanc
trust and brand rep
These insights are
only for Malaysian
marketers but also
operating in Musli
highlighting the im
integrating the hal
marketing strategie
sales and expand m
presence.
References
8
Dwi Suhartanto, Tjetjep Djatnika, Tintin Suhaeni and Lina Setiawati. (2022). Halal trust during

the COVID-19 outbreak: the role of quality, perceived benefit and health risk evidence

from mobile food purchasing. https://www.emerald.com/insight/1759-0817.htm

Su, D.N., Nguyen, N.A.N., Nguyen, L.N.T., Luu, T.T. and Nguyen-Phuoc, D.Q. (2022),

“Modeling consumers’ trust in mobile food delivery apps: perspectives of technology

acceptance model, mobile service quality and personalization-privacy theory”, Journal of

Hospitality Marketing and Management, Vol. 31 No. 5, pp. 535-569, doi:

10.1080/19368623.2022.2020199.

Iranmanesh, M., Senali, M.G., Ghobakhloo, M., Nikbin, D. and Abbasi, G.A. (2022), “Customer

behaviour towards halal food: a systematic review and agenda for future research”,

Journal of Islamic Marketing, Vol. 13 No. 9, pp. 1901-1917, doi: 10.1108/JIMA-01-

2021-0031.

Quoquab, F., Mohamed Sadom, N. Z., & Mohammad, J. (2019, September 9). Driving customer

loyalty in the Malaysian fast food industry: the role of halal logo, trust and perceived

reputation.Journal of Islamic Marketing, 11(6), 1367-1387.

https://www.emerald.com/insight/1759-0833.htm

Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, R.L. (2010), Multivariate Data,

7th ed., Prentice Hall, Upper Saddle River

9
Lejeune, C. (2011), “Is continuous improvement through accreditation sustainable? A capability-

based view”, Management Decision, Vol. 49 No. 9, pp. 1535-1548.

Jin, B., Yong Park, J. and Kim, J. (2008), “Cross-cultural examination of the relationships among

firm reputation, e-satisfaction, e-trust, and e-loyalty”, International Marketing Review,

Vol. 25 No. 3, pp. 324-337.

Kassim, N. and Asiah Abdullah, N. (2010), “The effect of perceived service quality dimensions

on customer satisfaction, trust, and loyalty in e-commerce settings: a cross cultural

analysis”, Asia Pacific Journal of Marketing and Logistics, Vol. 22 No. 3, pp. 351-371.

10
Appendices

11