The influence of halal labeled food products in purchasing decisions

Program study of Agribusiness, Department of Agricultural Science and Technology, Faculty of Agriculture, Universitas Trunojoyo Madura, Bangkalan, Indonesia
Food Security and Agriculture Office of Pamekasan Regency, Indonesia

^* Corresponding author: isdiana@trunojoyo.ac.id

Abstract

The obligation to have a halal certificate in the form of the inclusion of a halal label for business actorsis an obligation that must be fulfilled by MSME actors according to the rules set by the government until 2024. The existence of a halal label on a product provides certainty that the MSME has carried out halal certification, so as to increase consumer confidence in making purchases. Thepurpose of this study is to determine the characteristics, attitudes, and stages of final consumer decisions in purchasing halal-labeled food products in Pamekasan Regency.The sampling technique in the study used accidental sampling technique. The data analysis method uses descriptive analysis and Fischbein analysis. The results showed that consumer characteristics are dominated by men of productive age and have a good level of education and finance. The large total attitude value with a very positive category shows that consumers in Pamekasan Regency agree with all attributes in purchasing decisions for halal labeled food products and allow repeat purchases. The purchase decision stage is a form of further reaction from the positive attitude of consumers generated so that consumers purchase food products labeled halal in Pamekasan Regency. This research recommendation is intended for business actors to pay attention to the attributes of their product packaging with complete information, because these attributes are most paid attention to consumers and have the highest attitude value in purchasing decisions for halal labeled food products.