The effect of halal labels on muslim consumer decisions in buying cough medicine

Abstract

As a country with a majority Muslim population, Indonesia requires halal certification for all products that enter, distribute, and trade in Indonesia's territory, including medicines with several halal critical points. This study aims to identify Muslim consumers' characteristics and analyze the factors that influence Muslim consumers' decision to purchase cough medicine in DKI Jakarta. This research was conducted in DKI Jakarta with a total sample of 100 respondents. The methods used are descriptive analysis and Structural Equation Modeling Partial Least Square (SEM-PLS). This study found that the decision of DKI Jakarta Muslim consumers to buy cough medicine was significantly affected by halal labels, personal factors, and product quality. However, the influence of social and psychological factors had an insignificant effect on Muslim consumers' decision to buy cough medicine.