Customer Motivation in the Purchase of Halal-Certified Chicken Products through Online Delivery Applications in Yogyakarta

¹ Department of Agribusiness, Faculty of Agriculture, Universitas Muhammadiyah Yogyakarta, Indonesia
² Universiti Teknikal Malaysia Melaka, Jalan Hang Tuah Jaya, 76100 Durian Tunggal, Melaka, Malaysia

^* Corresponding author: widodo@umy.ac.id

Abstract

Halal food is currently increasing in popularity among both Muslim and non-Muslim consumers. Halal food can be ordered directly or through online delivery applications, a popular trend. The process of ordering food using online applications saves time. However, it has limitations due to customers’ lack of direct observation, particularly Muslims. This study examined the customers’ motivation to choose online delivery applications for halal products at fast-food restaurants, even though they cannot directly observe the product preparation. The research was carried out in Bantul, The Special Region of Yogyakarta. Data were collected from 65 respondents utilizing a questionnaire distributed via a Google Form link. The findings revealed that taste, utility, and time savings were very strong motivators to purchase chicken meat. Furthermore, factors such as halal certification, adherence to Islamic principles, and blessings of halal food were categorized as strong to motivate customer purchasing. Nutritional requirements were the only factor with a moderate categorization for motivating fast-food chicken restaurant customers. While most fast-food chicken restaurants are already halal-certified, online delivery services frequently do not provide the information. It is suggested that each business provide more detailed product information on online delivery platforms.