The Antecedents of Muslim Consumers Restaurant Choice: A Study Through the Lenses of SOR and Theory of Planned Behavior

Abstract

This study explores the impact of customer perceptions of value and quality on subjective norms, attitudes, satisfaction, revisit intentions, and loyalty at the “No Pork, No Lard” restaurant using the Stimulus-Organism-Response (SOR) theoretical framework. Data were collected through a survey of 600 consumers across six major cities in Indonesia and analyzed using Structural Equation Modeling (SEM). The results indicate that perceived value significantly influences subjective norm and attitude; however, it has no significant effect on satisfaction, intention to revisit, or loyalty. Meanwhile, perceived quality significantly affects subjective norm, attitude, and satisfaction, but does not have a direct influence on intention to revisit and loyalty. In addition, subjective norms drive loyalty, attitudes shape both revisit intention and loyalty, while satisfaction influences the two response variables. Overall, perceived quality emerges as the key factor in consumer perception and evaluation, while perceived value has a more limited impact. The results also emphasize the importance of attitude and satisfaction as direct drivers of consumer revisit intention and loyalty. This research provides significant insights into consumer behavior in halal-labeled food establishments and highlights the need to focus on improving service quality and strengthening positive consumer attitudes.