Are Non-Muslim Consumers Interested in Foods with the Halal Label? Agus Rahayu (a*) Hilda Monoarfa (b*) Fitranty Adirestuty (c*) Mochammad Reza Ramdiana (d*) Nurazree bin Mahmud (e*) Azlin Zanariah binti Bahtar (f*) Rizuan bin Abu Bakar Karim (g*) Zamzuri bin Ahmad (h*)
a) Universitas Pendidikan Indonesia
b) Universitas Pendidikan Indonesia
c) Universitas Pendidikan Indonesia
d) Universitas Pendidikan Indonesia
e) UTM, Malaka
f) UTM, Malaka
g) UTM, Malaka
h) UTM, Malaka
Abstract
Authors of papers for proceedings must type in a form suitable for direct photo reproduction by this study to analyze the extent to which attitudes, subjective norms, and behavioral control influence the intention to buy food labeled halal MUI by non-Muslims. The method used in this research is causality with a quantitive approach. The population in this field were non-Muslim students at Parahyangan Catholic University, and the sampling technique was non-probability sampling with the type of sampling used was convenience sampling of 202 respondents. This researchs limitation lies in the respondents who are Catholic Christians only and are not taken from other religions. The data analysis technique used is Patrial Least Square - Structural Equation Modeling (PLS-SEM). The results showed that attitude and behavior control had a positive and significant effect on purchase intention. Meanwhile, subjective norms do not affect purchase intentions. This research is expected to provide benefits for various parties, especially food producers, to get the MUI halal label because the more non-Muslim people who come here are increasingly aware of the goodness of halal food for the body as an interpretation of healthy living.
