The Impact of Halal Label in Halal Food Buying Decisions

Afifah Nur Millatina(1*), Fifi Hakimi(2), Risanda Alirastra Budiantoro(3), Muhammad Rizky Arifandi(4)

(1) Universitas Muhammadiyah Malang
(2) Universitas Muhammadiyah Lamongan
(3) Universitas Dian Nuswantoro
(4) Durham University
(*) Corresponding Author

Abstract

The current development of the halal industry in the world has experienced a very significant increase to attract the attention of various groups. Trend indicators from the halal business can be seen in seven industrial sectors that continue to show an increase, including Islamic financial services, Halal food and beverages, Halal tourism, fashion, halal media and recreation, and well as halal pharmaceuticals and cosmetics. This study will raise the halal label on halal food and beverages in Indonesia. The quantitative research method used in this research is to apply Partial Least Square-Structural Equation Modeling (PLS-SEM) through Smart-PLS software. The sample of this research is 100, with the sampling technique used being non-probability sampling with the purposive sampling method. The results of this study are the significant influence of the halal label variable on purchase intention, purchase intention on buying decision, and the halal label variable on buying decision on halal food products in Indonesia. Alternatively, on product packaging, awareness of halal Indonesian society has begun to increase and make halal a lifestyle.  

Keywords

Halal Label; Purchase Intention; Buying Decision; Halal Food; SEM

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