ISSN: 2222-6990
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As biggest moslem population in the world, Indonesia has the most moslem population and also Moslem consumers. Halal should already become Moslem’s way of life in Indonesia and also goes in the same trend. In concept of Islam, the product that bought and consumed by moslem must be halal based on the Islamic rules and principles. The research aimed at testing moslem’s perception of halal product among moslem consumer. The sample of this study were moslem consumer who taken as respondent. Sample in this study were 142 respondents, but only 98 were useable responses. It is found that among three dimension in perception of moslem consumer about halal product. Halal product awareness could not reflect the concept of moslem perception of halal product. Only halal product knowledge and halal product belief that could reflected perception of halal product. Halal product belief is considered as the most important factor in reflecting perception of halal product among moslem consumer. Thus, this study gives some contribution to Islamic marketing especially how marketers would treat and facing moslem consumer based on their perception of Halal product . Its contribution to extant literature is the development of conceptual framework that identifies multidimensional construct implementation from perception of halal product. The findings could help the halal product players to formulize strategy in their future marketing plans.
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In-Text Citation: (Hidayati et al., 2020)
To Cite this Article: Hidayati, N., Sunaryo, H., Pradesa, H. A., & Slamet, A. R. (2020). Exploring Perception of Halal Product Among Moslem Consumer: A Preliminary Study. International Journal of Academic Research in Business and Social Sciences, 10(8), 178–187.
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