43 CHAPTER V CONCLUSION AND RECOMMENDATION This study aims to investigate factors behind Indonesian market’s intention in purchasing halal products. To achieve the research objective, the research framework was adapted from the Theory of Planned Behavior (TPB) proposed by Ajzen in 1985. This study examines the relationship between attitude, subjective norm and perceive behavioral control with halal product purchase intention as well as the relationship between halal product purchase intention with the actual purchase. The targeted respondents are Indonesian Muslims with the age over 17 years old, which currently living in Indonesia region. From the online questionnaires distributed among 924 Indonesian people, 823 useable data will be statistically analyzed by structural equation model (SEM) with confirmatory factor analysis (CFA) for testing the hypothesis and estimating the relationship among variable. 5.1 Findings Attitude has no direct effect on purchase intention. This finding is not consistent with study conducted by Alam and Sayuti (2011), Rahman, et al. (2015), and Khan and Azam (2016), which show that there is a significant relationship between attitude and intention to choose halal product. On the other hand, subjective norms yields direct effect on purchase intention is line with Alam and Sayuti (2011), Lada, et al. (2009), and Tarkiainen and Sundqvist (2005). Those studies confirmed that subjective norm has been shown to be important driver of intention to choose halal products. In collectivistic cultures, like Indonesia, people tend to perceive themselves as interdependent with their group and tend to strive for in-group rather than personal goals (Karijin et al., 2007). Perceived behavioral control yields positive direct effect on purchase intention. This finding is similar Karijin et al. (2007), which find that Muslims are more willing to put considerable effort to obtain halal products. However, behavioral control delivers negative direct effect on actual purchase. This finding then leads to broaden the understanding that control affected intention and actual purchase in different way. People have an intention to purchase halal product, they are more likely to actually buy it if the products are easily obtained. 44 Even though the present findings show that there is purchase intention can determine the actual purchase. It can be invalid when in fact halal products are not available.