THE INFLUENCE OF HALAL LABEL PERCEPTIONS ON PURCHASING DECISIONS FOR FROZEN FOOD

Year 2024, Volume: 2 Issue: 1, 18 - 35, 08.08.2024

Mila Ai Solihah , Asep Nurhalim Yekti Mahanani

Abstract

In recent years, frozen food consumption has increased significantly in Indonesia. However, frozen food has a critical point of halalness so it can potentially become haram food and some frozen food is not certified halal. In this study, we identified the characteristics and perceptions of Muslim consumers towards the presence of halal labels in frozen food products, and analysed the factors that influence purchasing decisions towards frozen food products by Muslim consumers in Bogor Regency. We conducted research in Bogor Regency using one hundred samples. The methods used in this study are descriptive analysis and Structural Equation Modeling-Partial Least Square (SEM-PLS) analysis. We found the results that halal knowledge, price, income, lifestyle, and reference group positively and significantly influence the purchase decision of frozen food products.

Keywords

Frozen Food, Halal Label, Purchase Decision

The Influence Of Halal Label Perceptions on Purchasing Decisions For Frozen Food

Abstract

In recent years, frozen food consumption has increased significantly in Indonesia. However,
frozen food has a critical point of halalness so it can potentially become haram food and some
frozen food is not certified halal. In this study, we identified the characteristics and perceptions
of Muslim consumers towards the presence of halal labels in frozen food products, and analysed
the factors that influence purchasing decisions towards frozen food products by Muslim
consumers in Bogor Regency. We conducted research in Bogor Regency using one hundred
samples. The methods used in this study are descriptive analysis and Structural Equation
Modeling-Partial Least Square (SEM-PLS) analysis. We found the results that halal knowledge,
price, income, lifestyle, and reference group positively and significantly influence the purchase
decision of frozen food products.

Keywords

Frozen food, Halal label, Purchase decision

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