An investigation of the aspects affecting non-Muslim customers’ purchase intention of halal food products in Jakarta, Indonesia

Abstract

The international trade market of halal food products is huge and has become a fast-growing segment. People that consume food and beverage will also consider if it is good for health, well-being, nutrition, and physical fitness. Nowadays, halal products are requested by Muslim and non-Muslim customers due to safety and quality concern. Even though several studies have been conducted for Muslim customers, but there is a lack of data by foregoing studies which exploring non-Muslim customers about their intention in order to purchase the halal food products in Indonesia. The aim of this study is to address the lack of data from previous research that explores the intention of non-Muslims customers to purchase halal food products in Indonesia by exploring the factors that affect the purchase intention and understand the correlation between the factors. In this study, Factors explored are halal awareness, halal logo, product quality, food safety, and halal perception toward the purchase intention of halal food products for non-Muslim customers in Indonesia. The questionnaire was distributed using an online platform and targeting a minimum of 150 respondents with specific criteria of non-Muslim, age 21-60 years old. The collected data are examined using the SPSS application, which is a multiple linear regression module. Analysis results indicate that only 2 variables have a significant effect on the intention to purchase halal food, which is the halal logo and product quality. Research can be a consideration for halal food producers and distributors to look at the opportunity in increasing sales by targeting non-Muslim customers in Indonesia.