Factors Affecting Halal Purchase Intention:evidence from Malaysian Halal Food Sector

FACTORS AFFECTING HALAL PURCHASE INTENTION:EVIDENCE FROM MALAYSIAN HALAL FOOD SECTOR

  The article about the factors affecting halal purchase intention.The author refer to halal food sector in Malaysia.The purpose of the research to investigate the factors affecting consumers halal purchase intention from Malaysian halal food sector. In this research, there are five variables that used by reseacher. There are halal awareness, personal societal perception, halal marketin, halal certificate and religious belief. At the end of reseach they want to know that the variables that listed are affect or not to intention of malaysian to buy halal product. The research method used by the reseacher is data collected from 220 responsent from a public higher learning institution in Federal Territory of labuan,Malaysia. After the data collected, multiple regression analysis are using to analysed for the final result.

  Based on the reseach, there are five factor that affecting halal purchase intention from malaysian halal food sector. Firstly is halal awareness.Halal awareness is important because the consumers need the halal product. Secondly is personal societal perception,most important is to understand is attribution. Attribution is explaining a person’s behavior as being based in some source,from his or her personality to the situation. Personal societal perception is shaped by individuals motivation at the time,their emotions and their cognitive lead capacity. Next factors is halal marketing. In order to attract customers,marketing is the one of strategy.Marketing should be guides by islamic guidence. Next is halal certification. Halal certification is vital in hospitality industry as it encourages restaurant managers to develop knowledge in term of muslim’s food boundaries, and spiritual practices.Last factors is religious belief. Religiosity give a big impact to consumers actions and behavior to buy halal food.

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