People Interest in Buying Officially Certified Halal Labeled Sausage Products (Case Study in Wirokerten Village)

Department of Agribusiness, Universitas Muhammadiyah Yogyakarta, Indonesia

^* Corresponding author: widodo@umy.ac.id

Abstract

Currently, food products are processed using advanced technology; therefore, consumers cannot manually ascertain the halalness of food. Consumers are relying on the assurance provided by the halal certification institution. This study aims to identify and differentiate individuals’ attitudes, subjective norms, behavioral control, and interests near and distant from the Islamic Boarding School in Wirokerten Village regarding buying officially certified halal-labeled sausage. This research was conducted in Wirokerten Village, particularly at Kepuh Kulon hamlet, adjacent to the Islamic Boarding School, and Grojogan hamlet, which is distanced from the Islamic Boarding School. Incidental sampling was utilized to conduct 120 respondents. The data was analyzed using the Theory of Planned Behavior by Ajzen and Fishbein. The findings indicated no difference in individuals’ attitudes between the hamlets. No difference in subjective norms was observed between the hamlets, exhibiting a neutral average score. There is no distinction in behavioral regulation between the two hamlets. The interest in acquiring sausage products officially certified halal in the two hamlets is moderate, with an average score of 14.51 near the Islamic Boarding School and 14.27 distant from it. Based on the existing results, it is necessary to conduct research related to buying interest in halal-labeled products in locations where Muslims do not dominate.