Halal Certification, Halal Understanding, and the Preference in Buying Halal Food Products: A Case in Indonesia

Abstract

This study aims to examine the effect of halal certification, brand, halal understanding, and lifestyle on buying interest. This study uses a quantitative approach and surveyed 100 Muslim consumers from productive communities in Belitung district. The study used structural equation modeling (SEM-PLS) to evaluate the relationship between constructs. In this study also uses several modifications to the hypotheses compiled in order to get the best model. The results showed that halal certification, brand and lifestyle had a positive relationship to purchase intention of halal food products and the results were statistically significant with p-value <0.05. The halal understanding variable has no significant effect on buying interest with p-value> 0.05. So it can be concluded that the Muslim community in Belitung Regency when purchasing halal food products, what is considered first is halal certification or halal labeling and brands on these food products, and lifestyle is important in this day and age consumers also pay attention to their lifestyle in choosing halal food.