(ProQuest: ... denotes formulae omitted.)INTRODUCTION:A wide variety of food products are marketed in Indonesia, whereas the circulated products were adapted to existing market share in the regions that are spread across Indonesia, because Indonesia is a country with a variety of cultures and religions. There are some food products that can only be marketed in a specific regions in Indonesia, one of factors to the existing of region parts in marketing products is their religious difference in which it was classified into Muslim and non-Muslim Indonesians. The circulation of products in a specific region of non-Muslim in Indonesia is not restricted on the types of distributable products. Unlike the region inhabited by Muslim population, only products with halal certainty are circulatabcan be circulated, since Muslims consume only halal food products in the first place, (Eri Agustian H., 2013).According to (Rangkuti, 2009), nowadays food consumers have a critical attitude in the selection of the products consumed. This is due to the problems frequently encountered that concern with the quality and safety of food products. To fulfill the demands of critical consumers, manufacturers provide labels they have earned from the institutions with authority on the packaging of products they marketed. One of the labels embedded in product packaging is halal. Halal label greatly affect the good or service marketed, thus it can be accepted by Muslim community, and attract them to make decisions in the purchase of products (Eri Agustian H., 2013). In addition, another label should be a concern for companies or organizations in marketing their products in Indonesia the one provided by department of health which shows that the product is at a level safe for consumption for consumers. Both labels are very important to pin up in the product to attract consumers making purchases on the product, (Fatmasari, 2014).Muslim needs to be extremely careful in checking the halal label and the permission label by the department of health on both goods and services. Sometimes the labels are only pinned up to a product with a very small size so it cannot be seen at a glance, and it has been found a lot of products with no halal label and permission label by the department of health that circulate freely around us, so that the Muslim as consumers should have their own initiative to care on the suitability and health of goods or services they want to consume.Consuming halal and healthy products is recommended by Islam and it is a reference of life for Muslim to carry out the religious orders in their daily life, particularly for things they will consume (Mohani Abdul, 2009). For consuming goods or services that are not allowed and unhealthy considered as a rejection toward the religious orders, in which such denial will have an impact on the actions that could be classified sinful. The act of sin is something that must be avoided by Muslims, so that the Muslim are only made compulsory to keep their consumption only confined to authorized and healthy goods or services.Although consumers have been critical, but there are still large consumers who are less sensitive to the importance of halal labels and safe products label (security label on consumer products) which is proved by the license health department (Rangkuti, 2009). Such thing become the cause of many business agents are under no obligation to process halal labeling on their products or to deal with consumption safety permission to the health department on products they market. It is a loss for Muslims when they consume the product without knowing the suitability and health of products consumed, because consuming illicit products had made him sinful, while consuming a product with no clear health information will impact negatively the health of the body.RELATIONSHIP BETWEEN VARIABLE AND HYPOTHESIS DEVELOPMENT:Relationship Between Products Suitability towards Buying Decision:According to (Fatmasari Sukesti, 2014) knowledge of halal products for consumers greatly affects their behavior in the decision to consume the product. …
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