PURCHASE OF HALAL PACKAGED FOOD THE IMPACT OF PRODUCT AND CONSUMER CHARACTERISTICS

Abstract

The large Muslim population is an interesting segment regarding how they consume with halal requirements. Consumption can be influenced by both internal and external aspects of consumers. This study aims to examine the influence of these two aspects in purchasing halal packaged products. The internal aspects of consumers take cultural factors, perceptions and knowledge. While the external aspect taken is the product. Research is associative.  The sample used was 138 respondents using cluster sampling, namely Muslim people who live in several selected villages. The analysis technique used is multiple linear regression. The results of the analysis prove [1] there is a positive and significant influence of product and consumer characteristics on purchasing decisions for halal packaged food. [2] there is a positive and significant effect of products on purchasing decisions for halal packaged food. [3] there is a positive and significant influence of culture on purchasing decisions for halal packaged food. [4] there is a negative and significant effect of perception on purchasing decisions for halal packaged food. [5] there is a positive and significant effect of knowledge on purchasing decisions for halal packaged food.