Determining Factors in Decisions to Purchase Halal Products: Evidence from the Indonesian Muslim Community
DOI:
https://doi.org/10.21274/an.v11i2.9518Keywords:
halal product, indonesian muslims, product purchase, halal certificateAbstract
This study aims to analyze the effect of religiosity attitudes, halal knowledge, halal awareness, halal behavior on purchasing decisions for halal products among Muslim communities in the Pekalongan and Pontianak regions. This research was conducted as field research with a quantitative approach. Research data in the form of Muslim community perceptions were collected using questionnaires distributed using G-Form in the Pekalongan and Pontianak areas. A total of 401 respondents were determined using an incidental sampling model. The collected data were analyzed with the EVIEWS application. The results showed that the variables of halal awareness and halal behavior had a positive and significant effect on purchasing decisions on purchasing decisions for halal products. Conversely, religiosity attitudes and halal knowledge have a positive effect on purchasing decisions for halal products but are not significant. Simultaneously, the contribution of the four variables to the decision to purchase halal products is 67%. From this study, recommendations can be made that intrinsic human factors remain a driving force for Muslims to purchase halal products. Manufacturers of halal products should always pay attention to these factors to improve marketing performance.
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