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description Journal article public Majalah Ekonomi Universitas Airlangga

The Influence of Muslim Consumers Perception Toward Halal Food Product on Attitude and Purchase Intention at Retail Stores

Teguh Widodo
Diterbitkan 2013

Abstrak

The existence of halal food product which presented in the POP displays of halal product at retail stores become increasingly important for Muslim consumers, particularly Muslim consumers who living in a country where the majority of the population are not Muslim.Consequently, the purpose of this research is to study and try to investigate and also clarify how Muslim consumers perception toward the variables (safety, religious values, health and exclusivity) of halal food product which presented in the POP displays of halal product influence Muslim consumers attitude toward halal food product. Furthermore how Muslim consumers attitude toward halal food product which presented in the POP displays of halal product influences purchase intention of halal food product. In this study, the population of the research is the muslims consumer who live in France and come from different countries backgrounds. Which they normally purchase halal food products which is present in the point of purchase displays of halal products at retail stores, especially meat food products or processed food products derived from meat. The results obtained have shown that all the formulated hypothesis is proven to have positive and significant influence.Keywords: Muslim consumers perception, Muslim consumers attitude, point of purchase display of halal products, purchase intention.

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