Pengaruh Labelisasi Halal Terhadap Minat Beli Masyarakat Muslim Mojokerto

The Influence of Halal Labeling on Interest Buying of the Mojokerto Muslim Community

Abstract

The issuance of halal labels on a product holds significant importance for the Indonesian society, the majority of whom adhere to Islam. The halal label refers to the inclusion of the term "halal" on product packaging to affirm that the product complies with halal standards. This is crucial as it provides assurance to the Muslim community that the product aligns with the principles of Islam. Thus, halal labeling serves not only as a marker but also becomes a determinant in purchase decisions, instilling confidence and belief among consumers regarding the halal status of a product. According to Government Regulation No. 69 of 1999 on halal labels, a halal label is any information related to food in the form of images, text, a combination of both, or any other form included, attached, or part of food packaging. Halal labeling serves as a reference for the Muslim community in determining the items they will purchase. Purchase interest is something that arises after receiving stimuli from a product observed, leading to a desire to buy and own it. To create products that are favored by the community, systematic planning is necessary to influence consumer purchase interest in the marketed products. This research adopts a quantitative approach through survey methods, utilizing both primary and secondary data. Data collection involves the use of questionnaires. The research results indicate that Halal Labeling influences the purchase interest of the Muslim community in Mojokerto.