DETERMINANTS OF NON-MUSLIM COMMUNITY INTENTION TO PURCHASE HALAL-LABELED PRODUCTS

Authors

  • Syarifah Hayati Universitas Islam Negeri Syekh Ali Hasan Ahmad Addary Padangsidimpuan, Indonesia
  • Darwis Harahap Universitas Islam Negeri Syekh Ali Hasan Ahmad Addary Padangsidimpuan, Indonesia
  • Utari Cahyani Universitas Islam Negeri Syekh Ali Hasan Ahmad Addary Padangsidimpuan, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v9i4.19458

Abstract

This study aims to analyze the factors influencing non-Muslim consumers' purchasing interest in halal-labeled products in North Tapanuli Regency. The study used a descriptive quantitative approach involving 92 respondents and was analyzed using the SEM-PLS method. The results showed that understanding, price, and promotion directly influenced purchasing interest, while understanding and price influenced attitudes. However, attitudes did not act as a mediating variable in increasing purchasing interest. Therefore, this study recommends increasing halal education and setting competitive prices as the main strategies in expanding the market for halal products among non-Muslim consumers.

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Published

2026-03-13

How to Cite

Hayati, S., Harahap, D., & Cahyani, U. (2026). DETERMINANTS OF NON-MUSLIM COMMUNITY INTENTION TO PURCHASE HALAL-LABELED PRODUCTS . International Journal of Economics, Business and Accounting Research (IJEBAR), 9(4). https://doi.org/10.29040/ijebar.v9i4.19458

Issue

Vol. 9 No. 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025

Section

Articles

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