The Relationship Between Muslim Consumers’ Perception of Halal Certification Toward Purchase Intention of Halal Products

Abstract

This paper investigates the relationship between Muslim consumers’ perception of Halal certification towards the purchase intention of Halal products in Majalengka. A quantitative study in this research utilises a purposive sampling method that will generate answers from 250 respondents. These respondents are the customers of the MSME products. The variables used in this study are Muslim consumers’ perception as the dependent variable and Muslim consumers’ purchase intention as the independent variable. Descriptive and correlation analyses are conducted to gain the research objectives of this study. The study’s finding shows that Muslim customers in Majalengka have a good positive perception towards the Halal logo in food and beverage products. As a result, they have a high intention to buy food and beverage with Halal certification. Also, the correlation between Muslim consumers’ perception of Halal certification and their intention to buy Halal products is high. Thus, the study found that their perception influences their intention to consume Halal products.