Perbandingan Preferensi Produk Halal pada Konsumen Muslim dan Non-Muslim di Indonesia

Abstract

The development of the halal industry in Indonesia has shown significant growth along with increasing public awareness of the importance of halal products in consumption activities. This condition has encouraged changes in the behavior of Muslim and non-Muslim consumers in perceiving halal labels as part of product purchasing considerations. This study aims to analyze differences in halal product preferences between Muslim and non-Muslim consumers in Indonesia and to identify the factors influencing the purchasing decisions of both consumer groups. This study employed a quantitative approach with a comparative research design through questionnaires distributed to Muslim and non-Muslim consumers who had consumed halal products. The results indicate that Muslim consumers place religiosity and halal certification as the primary factors in purchasing decisions, while non-Muslim consumers prioritize product quality, hygiene, and brand reputation. The study also found that halal certification increases consumer trust in products among both groups, although their consumption motivations differ. This study concludes that the halal market in Indonesia is developing inclusively because halal products are not only accepted by Muslim consumers but also receive positive acceptance from non-Muslim consumers.