Factors Affecting Consumers’ Decision in Purchasing MUI Halal-Certified Food Products


  • Qurroh Ayuniyyah International Islamic University Malaysia
  • Didin Hafidhuddin Bogor Agricultural University, Indonesia
  • Hambari Hambari International Islamic University Malaysia




Halal Food Products, Purchasing Decision, and Consumers’ Behavior


As the largest Muslim population in the world, Indonesia has a promising potential of halal food industry in terms of economic and market values. This research aims at analyzing factors affecting consumers’ decision in purchasing MUI halal-certified food products by employing survey method and descriptive analysis approach. Three hundred respondents are selected using non-probability convenience sampling technique and are analyzed using multiple regression. The criteria of the respondents are Muslim and have bought Indonesian halal-certified food products in the last one-month. While the dependent variable in this study is purchasing decision (Y), the four independent variables are cultural and religious factors (X1), social factor (X2), personal factor (X3) and psychological factor (X4). This study finds that the four independent factors significantly influence consumers’ decision in purchasing MUI halal-certified food products. However, social factor are negatively related with the consumers’ purchasing decision. This study is expected to deliver the information on the halal food purchasing decisions from the perspective of the customers in order to provide recommendations to develop halal food industry in Indonesia.


Abdul Aziz, Y. & Vui Chok, N. (2013). The Role of Halal Awareness, Halal Certification, and Marketing Components in Determining Halal Purchase Intention Among Non-Muslim in Malaysia: A Structural Equation Modeling Approach. Journal of International Food & Agribusiness Marketing 25(1), 1-23.

Abdul, M., Ismail, H., Hashim, H., & Johari, J. (2009). Consumer Decision Making Process in Shopping for Halal Food in Malaysia. China-USA Business Review 8(9), 40-47.

Astuty, S. A. (2016). Analysis Factors that Affect Muslim Housewives in Choosing the Packaging of Food Products Labeled Halal MUI in the Bogor City. Undergraduate Thesis. Faculty of Economics and Management, Bogor Agricultural University.

Ghozali, I. (2001). Aplikasi Analisis Multivariate dengan program SPSS. Jakarta: Bina Akasara

Gujarati, D. N. & Porter, D. C. (2009). Basic Econometrics (5th edn.). Singapore: McGraw-Hill.

Hafidhuddin, D. (2008). Zakat dalam Perekonomian Modern (7th edn.). Jakarta: Gema Insani Pers.

Hamdan, H., Mat Issa, Z., Abu, N., & Jusoff, K. (2013). Purchasing Decisions among Muslim Consumers of Processed Halal Food Products. Journal of International Food & Agribusiness Marketing 19, 54-61.

Hussain, I., Rahman, S. Zaheer, A., & Saleem, S. (2016). Integrating Factors Influencing Consumers’ Halal Products Purchase: Application of Theory of Reasoned Action. Journal of International Food & Agribusiness Marketing 28, 35-38.

Imaduddin, M. (2006). Determinants of Banking Credit Default in Indonesia: A Comparative Analysis. MA Dissertation. Markfield Institute of Higher Education, United Kingdom.

Khan, M.A. (2003). Islamic Economics and Finance: A Glossary (2nd edn). London: Routledge.

Kotler, P. (2000). Marketing Management (10th edn). Upper Saddle River: Prentice Hall, Inc.

Kotler, P. & Amstrong, G. (2004). Principles of Marketing (10th edn). New Jersey: Prentice Hall, Inc.

Kuester, S. (2012). MKT 301: Strategic Marketing & Marketing in Specific Industry Contexts, University of Mannheim, 110.

LPPOM MUI. (2017). Retrieved from www.e-lppommui.org

MUI. (2009). Indonesian Halal Product Directory 2008-2009. Jakarta: PT. Tribuana Cahya Ananta.

Nasythi, L. N. (2016). Faktor-Faktor yang Memengaruhi Perilaku Konsumen dalam Keputusan Pembelian Produk Mie Instant Berlabel Halal. Undergraduate Thesis. Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Sunan Kalijaga Yogyakarta.

Schiffman, L. G. & Kanuk, L. L. (2007). Consumer Behavior (9th edn). New Jersey: Prentice Hall.

Shafie, S. & Othman, M. N. (2006). Halal Certification: International Marketing Issues and Challenges. Paper presented at the IFSA VII World Congress Berlin, Germany.

Solomon, M. (2006). Consumer Behavior: A European Perspective (3rd edn). Harlow: Prentice Hall.

Sugiyono. (2006). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Sumarwan, U. (2011). Perilaku Konsumen Teori dan Penerapan dalam Pemasaran. Jakarta: PT. Ghalia Indonesia.

Swastha, D. B. & Handoko, T. H. (2000). Manajemen Pemasaran Analisa Perilaku Konsumen (1st edn). Yogyakarta: BPFE-Yogyakarta.

Thomson Reuters. (2017). State of the Global Islamic Economy Report 2016/17. Retrieved from https://ceif.iba.edu.pk/pdf/ThomsonReuters-stateoftheGlobalIslamicEconomyReport201617.pdf

Wacharajirasophon, M. U. (2016). Factors Influencing Consumer Intention to Purchase Halal Food Among Muslims in Thailand. MSc Thesis. International Islamic University Malaysia.

Widodo, T. (2015). Pengaruh Labelisasi Halal dan Harga terhadap Keputusan Pembelian Konsumen pada Produk Indomie. Undergraduate Thesis. Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyyah Surakarta.

Yasid, Farhan, F. & Andriansyah, Y. (2016). Factors Affecting Muslim Students Awareness of Halal Products in Yogyakarta, Indonesia. International Review of Management and Marketing 2016, 6(S4), 27-31.

Yener, D. (2015). Factors that Affect the Attitudes of Consumers toward Halal-Certified Products in Turkey. Journal of International Food & Agribusiness Marketing 21, 160-178.