Factors influencing muslims purchase intention of halal-certified over-the-counter (OTC) medicines in Bekasi, Indonesia

Abstract

Self-medication in Indonesia has recently increased; consumers can easily purchase non-prescription drugs, and many people use over-the-counter (OTC) medicines as an alternative for self-medication. However, Muslim customers have difficulty ensuring that their OTC medicines are halal. In Indonesia, the lack of a halal logo on OTC medicines is due to the producers’ lack of awareness. This may raise doubt given that approximately 95% of the pharmaceutical raw materials are imported from non-Muslim countries. Although there is growing literature on halal pharmaceuticals, unfortunately, the focus on OTC is limited. To fill this gap, factors that influence the intention to purchase halal-certified OTC medicines are investigated. This study which was conducted in Bekasi, Indonesia, examined the factors that influenced Muslim consumers’ purchase intentions for halal-certified OTC medicines. About 325 Muslim consumers in Bekasi, Indonesia, participated in this study. The information was gathered using questionnaires with convenient sampling techniques. This study employs the theory of consumption value, which consists of the factors of functional value (price), functional value (quality), social value (pharmacist advice), emotional value (halal logo), conditional value, and epistemic value of respondents’ intentions to purchase halal-certified OTC medicines. According to the findings of this study, three factors: functional value (quality), emotional value (halal logo), and epistemic value, have a significant relationship with the purchase intention of halal-certified OTC medicines in Bekasi, Indonesia. The results also found that Muslim customers in Bekasi have a high level of trust in pharmacists’ advice. Furthermore, selected demographics such as education level and occupation type are significantly different towards the purchase intention of halal-certified OTC medicines. Significant research has been done for halal food certification, but fewer studies have been conducted on halal OTC medicine certification. More research is needed to rationalise the reasons behind the reluctancy of OTC brand owners in Indonesia to apply for halal certification and what can be done to enable more OTC products to be halal certified. Therefore, a qualitative and quantitative survey for halal-certified medicines should be performed to explore why certain brand owners of OTC medicines may not want to continue with a halal certification even though their products met the criteria and had received a registration number from Indonesia Food and Drug Administration [Badan Pengawasan Obat dan Makanan (BPOM)].