e-ISSN: 2723-6692 🕮 p-ISSN: 2723-6595
Jurnal Indonesia Sosial Sains, Vol. 5, No. 5, May 2024 1001
4. Conclusion
Investigating consumer behavior and purchase intention nowadays has become essential in
exploring the effectiveness and strength of various marketing strategies. This research paper explores
how halal claims affect the purchase intention of electronic products and determines its relationship
to the different levels in Maslow's Hierarchy of Needs Theory. By using facial coding as the
neuromarketing tool and subjecting the results to statistical analysis, this paper has found that the
relationship between the factors above did not demonstrate statistical significance. Thus, it shows
that the presence of halal claims on electronic products in both physiological and psychological needs
in Maslow's Hierarchy of Needs Theory does not significantly impact consumers' purchase intention.
Although our results may challenge conventional assumptions regarding the influence of halal claims
on consumer decision-making in electronic products, they also highlight the complexity of factors
contributing to purchase intentions. The absence of a significant correlation indicates that numerous
elements beyond ethical considerations, such as social and cultural factors like ongoing trends, brand
reputation, trust, etc., play a pivotal role in shaping preferences for electronic products. Future studies
may explore additional variables such as these factors in delving deeper into the influences affecting
consumer behavior in the electronic products market.
5. References
Dragoi, D. A. (2021). Facial Coding as a Neuromarketing Technique: An Overview. Ovidius University
Annals, Economic Sciences Series, 21(2), 681–687.
Garczarek-BÄ…k, U., Szymkowiak, A., Gaczek, P., & Disterheft, A. (2021). A comparative analysis of
neuromarketing methods for brand purchasing predictions among young adults. Journal of
Brand Management, 28(2), 171–185. https://doi.org/10.1057/s41262-020-00221-7
Gill, R., & Singh, J. (2022). A study of neuromarketing techniques for proposing cost effective
information driven framework for decision making. Materials Today: Proceedings, 49, 2969–
2981. https://doi.org/10.1016/j.matpr.2020.08.730
Höfling, T. T. A., & Alpers, G. W. (2023). Automatic facial coding predicts self-report of emotion,
advertisement and brand effects elicited by video commercials. Frontiers in Neuroscience, 17.
https://doi.org/10.3389/fnins.2023.1125983
Hussain, I., Rahman, S. ur, Zaheer, A., & Saleem, S. (2016). Integrating Factors Influencing Consumers’
Halal Products Purchase: Application of Theory of Reasoned Action. Journal of International Food
& Agribusiness Marketing, 28(1), 35–58. https://doi.org/10.1080/08974438.2015.1006973
Iloka, B. C., & Anukwe, G. I. (2020). Review of eye-tracking: A neuromarketing technique. Neuroscience
Research Notes, 3(4), 29–34. https://doi.org/10.31117/neuroscirn.v3i4.61
Karimah, N., & Darwanto, D. (2021). Effect of Halal Awareness, Halal Certification, Food Ingredients
Composition, Halal Marketing and Religiosity on Purchase Intention of Imported Food Products.
Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 3(2), 177–191.
https://doi.org/10.47467/alkharaj.v3i2.319
Lada, S., Tanakinjal, G. H., & Amin, H. (2009). Predicting intention to choose Halal products using
Theory of Reasoned Action. International Journal of Islamic and Middle Eastern Finance and
Management, 2(1), 66–76.