Determinant factors of Indonesian muslim behavior in choosing halal products

Gojali, Dudang and Asih, Vemy Suci (2020) Determinant factors of Indonesian muslim behavior in choosing halal products. Innovative Marketing, 16 (4). pp. 155-163. ISSN 1816-6326

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Abstract

This research aims to examine the factors influencing the Indonesian Muslim community’s actions in choosing halal items. This objective is accomplished by evaluating the factors of variable creation that affect halal product selection. 183 Muslim respondents in Indonesia collected data for the study by filling out questionnaires. There are nine variables in the questionnaire survey segment: personal social perception, halal certification, halal awareness, trust, subjective norms, satisfaction, attitude,religiosity, and interest. Data were obtained based on participants’ availability and willingness to participate in selecting the questionnaire. The approach used is quantitative descriptive, namely, factor analysis, to determine the factors that form variables. One of the most important results is that the nine variables were selected to create an element that significantly influences people’s behavior in choosing halal items. Next are satisfaction, personal social perception, subjective norms, attitude, halal certification, interest, trust,and halal awareness. The religiosity variable results give the most significant contribution of importance in shaping the variables.

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