How Halal Labelled Products Influence on Repurchase Intention

Innovation is a source of competitive advantage. Halal labelled as an output of innovation is still very rare in research and publication. This study examines the influence of innovation attributes on repurchase intention of halal-labelled products of PT Indofood Sukses Makmur Tbk. The respondents are people who have purchased Indofood products and live in Jabodetabek area, amounting to 188 respondents. Data analysis applied simple linear regression test using SPSS software. Quantitative method conducted in this research and data collected through digital form questionnaire derived from each variable. The research results indicated that four dimensions of innovation attributes, namely relative advantage, trialability, observability, and compatibility, have a positive effect on repurchase intention, while one dimension, namely complexity, has a negative effect. It indicates that innovation attributes will be able to increase repurchase intention. atribut inovasi yaitu relative advantage, trialability, observability, dan compatibility berpengaruh positif terhadap repurchase intention, sedangkan satu dimensi yaitu kompleksitas berpengaruh negatif. Hal ini menunjukkan bahwa atribut inovasi akan mampu meningkatkan niat beli ulang.

. This figure has increased by 5.2% annually with total consumer spending covering food, medicine, and lifestyle reaching USD 2.2 trillion (Fathoni and Syahputri, 2020). The large contribution of halal products to the world economy shows that the halal industry has positive growth prospects and benefits various parties, both consumers and producers. One of the factors that ensure the important role of the halal product industry in the global economy is the large number of Muslim population in the world.
The data reported by the world population review in 2021 estimate that the Muslim population in the world reaches 1.9 billion people, making Islam the second largest religion behind Christianity (worldpopulationreview.com, 2021).
One of the companies in Indonesia whose all products have already obtained halal certification is PT Indofood Sukses Makmur Tbk. Based on the information obtained from an analyst of BRI Danareksa Sekuritas, Natalia Sutanto, the company experiences a surge in net profit supported by revenue growth reaching 6.7% to IDR 81.7 trillion in 2021 (investor.id, 2021). The data also record that the profit obtained by Indofood in 2020 increases to IDR 6.46 trillion or 32% from that of 2019 (kontan. co.id, 2021). The revenue growth is inseparable from the role of the increasing sales of halal-labelled food and beverage products as the consequence of, among others, the repurchase intention of the consumers. According to several previous literature studies, including a study by Butcher (2005), repurchase intention is the interest to repurchase arising from previous buying experiences.
The intention to repeat purchases of a product arises from the influence of various factors. Saputra et al. (2020) show that repurchase intention of green products is influenced by innovation.  (Andini, 2021). Associated with the object of the study, namely halal-labelled products of PT Indofood Sukses Makmur Tbk, the authors will analyze the influence of innovation attributes on repurchase intention.

Repurchase Intention
According to Xu et al. (2020), a marketer investigates marketing elements that have important factors in influencing consumers to buy products, such as purchase interest influenced by previous buying experiences. Interpreting this explanation, purchase interest influenced by previous buying experiences is one measure to be analyzed in implementing an effective marketing strategy. Butcher (2005) defines repurchase intention as an interest to repeat purchases based on previous buying experiences.
The decision to either repeat purchases or not depends on whether the customers like or dislike the purchased products following the consumption of the said products. Higher consumer satisfaction will lead to higher repurchase intention. Conversely, a low level of satisfaction will result in low repurchase intention. Butcher (2005) also argues that repurchase intention is one of the benchmarks for a successful company. As consumer behavior, repurchase intention indicates that the consumers provide a positive response to the quality of the products offered by the company and intend to reconsume the said products (Cronin Jr and Taylor, 1992).

Innovation Attributes
Innovation attributes are another term for a theor y known as the diffusion of innovation initiated by Everett Rogers in 1962 through a book entitled "Diffusion of Innovation". It is a social and psychological theory that aims to help predict how people make decisions to adopt new innovation (Rogers, 2003). The decision-making process starts with knowing about the existence of the innovation by collecting information from various sources to determine the advantage of the innovation. The process is carried out to form attitudes towards the innovation, decide whether to adopt or reject the innovation, and to confirm the implementation of the new idea (Oldenburg and Glanz, 2008). As stated by Rogers (2003), the theory is applied to describe patterns of innovation adoption, explain mechanisms, and help predict regarding what and how the innovation will be successful.
The theory of diffusion of innovation does not stand alone, but also involves the dimension known as innovation attributes. Therefore, Rogers (2003) categorizes innovation into five dimensions. The first dimension, namely relative advantage, measures the extent to which innovation is considered better than the previous idea (Rogers, 2003). According to Taylor and Todd (1995), consumers are more likely to adopt new products with a greater relative advantage than previous products. In addition, Ozaki (2011) states that relative advantage has a positive effect on the adoption of a product. Compatibility is the second dimension that measures the extent to which innovation is considered consistent with existing values, past experiences, and the needs of potential adopters (Rogers, 2003). New products will be more accepted by consumers supposing they are more compatible with the behavior of these consumers in using similar products based on cultural backgrounds and values believed (Holak, 1988). Ostlund (1974) reveals that compatibility has a positive effect on behavioral intention.
Complexity, as the third dimension, measures the extent to which innovation is considered relatively difficult to understand or use (Rogers, 2003). Hobday (1998) states that complexity has a negative relationship with the rate of adoption. The fourth dimension, namely trialability, is defined by Rogers (2003) as a dimension that measures the extent to which innovation can be tested on a limited basis. Chou, Chen, and Wang (2012) discover that trialability has a direct positive effect on behavioral intention. The last dimension is observability, measuring the extent to which the results of innovation are perceived and communicated by others (Rogers, 2003). Ostlund (1974) as well as Chou, Chen, and Wang (2012) also state that observability has a positive relationship to the rate of adoption of innovation.

METHODS
As the study attempted to test certain theories by examining the relationship between variables, a quantitative approach was employed (Creswell, 2014). A survey was distributed to 188 male and female respondents aged 18 years at the minimum who had purchased halal-labelled food and beverage products of PT Indofood Sukses Makmur Tbk. The sampling technique applied was purposive sampling. This study also used supporting data obtained through literature study to emphasize the analysis of the raised issues, namely innovation attributes and repurchase intention. The data were analyzed and processed using bivariate analysis and SPSS software.

Frequency Distribution Analysis
The authors analyzed the profile of the respondents using frequency distribution analysis. The profile was grouped into 6 sections, including age, gender, area of domicile, latest education level, profession, and Indofood products that have been purchased as presented in the Ocha, Supermi, and Milkuat (7%) and Club (4%).

Descriptive Statistical Analysis
Descriptive statistical analysis was conducted to analyze the average value or mean of each indicator of the variables and dimensions used in the study.
It aims to discover the tendency of the answers provided by the respondents to all indicator points.
Observed from the Table 1   These values are included in the significantly high category. As stated by Butcher (2005)