Effect of Halal Labeling on Food Purchasing Decisions: A Case Study of Bandung Islamic University and UITM Kedah Malaysia

Abstract

Halal labels are often a parameter for Muslims when buying food. Indonesia and Malaysia are among many Muslim-majority countries, and as consumers, halal labels are often not a concern when buying food products. However, others still hold to the strong principle that a product must have a halal label. The purpose of this study was to determine whether students of Bandung City Islamic University and UITM Malaysia Kota Kedah pay attention to halal labels when buying food products. Using a quantitative verification approach and convenience sampling method with a sample size of 90 people. The results showed that halal labels influence the decision to buy food products, both for the Islamic University in Bandung City and for UITM Malaysia students. The city of Bandung, located in Indonesia, and the city of Kedah, located in Malaysia, are big cities with most Muslims, which is why we developed research on both. Two universities are located in this city, namely, Bandung Islamic University and UITM Malaysia.