Islamic Branding and Product Ingredients: Non-Muslim Dilemma in Consuming Halal Meat
Main Article Content
Keywords
Consumer Decision, Islamic Branding, Product Ingredients, COVID-19
Abstract
Consuming halal foods is unarguably a matter of need for every Muslim. Today, the interest in eating halal cuisine is even growing not only for Muslims but also non-Muslims because the COVID-19 pandemic, which emerged lately, has emphasized a lack of people’s health and sanitation. This study intends to investigate how non-Muslim customers' perceptions of Islamic branding affected their purchase decisions of halal food during the COVID-19 pandemic. A number of 500 non-Muslim respondents took part in this study by answering questions for this quantitative research. The data was then analyzed using SmartPLS 3.0. The results revealed that there was a significant correlation between Islamic branding and product ingredients and non-Muslims intention of choosing halal food during COVID-19. This tendency is due to the fact that halal food is guaranteed qualified since it is delicious and prepared in clean and healthy way.
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References
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Jan 28, 2024
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Anggraeni, E., Normasyhuri, K., & Wisnu Kusuma, T. A. (2024). Islamic Branding and Product Ingredients: Non-Muslim Dilemma in Consuming Halal Meat. International Journal of Applied Business Research, 6(01), 48-65. Retrieved from https://ijabr.polban.ac.id/ijabr/article/view/352
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