THE INFLUENCE OF HALAL CERTIFICATION ON CONSUMER PURCHASING INTERESTS FOR FOOD PRODUCTS

Abstract

The aim of this research is to determine the effect of halal certification on consumer purchasing interest in food products. Halal certification is a sign of validation that the food product complies with the rules and regulations set out in the Islamic religion. Consumer buying interest is the level of consumer desire or tendency to buy certain food products. The research results show that halal certification has a significant positive influence on consumer purchasing interest in food products. Consumers tend to be more interested in purchasing food products that have halal certification because they believe that these products meet the desired halal standards. Apart from that, this research also found that factors such as the level of consumer understanding about the importance of halal certification can also influence their purchasing interest in food products. The findings from this research provide important insights for producers and marketers of food products to understand the importance of halal certification in increasing consumer purchasing interest. By obtaining valid halal certification, producers can increase consumer confidence and open new opportunities to increase sales of their food products.