Muslims versus non-Muslims Purchasing Behavior towards Halal Products in Indonesia

• Main Author: MIHARJA (NIM 190 14 149), GHIANINDA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/22270
• Institution: Institut Teknologi Bandung

ith the high amount population of Muslims in Indonesia which represnt the majority of its population, the demand towards halal products are relatively high. However, as a minority, nonMuslims that are given this circumstance where the condition demands high amount halal products may given no other choice than choosing halal product. This study aims to find out the factor influencing purchasing halal product in Indonesia from non-Muslim perspective and their actual purchase and to compare with the Muslims perspective shown in the earlier study. To reach this objective, this study applies the Theory of Planned Behaviour as the basic theoritical approach. The result of this study shows that the non-Muslim's subjective norms doesn’t have <br /> <br /> have direct effect toward halal purchasing intention while their perceived behaviour does not directly influence the actual halal purchase. Subsequently, it is found that same method cannot be applied when approaching Muslims and non-Muslims halal products market since the factors that are influencing their intention are not exactly the same.