Faktor-faktor yang mempengaruhi gelagat pembelian pengguna terhadap produk halal

• Main Author: Farhana, Ishak
• Format: Thesis
• Language: English; English
• Published: 2014
• Subjects: HF5415.33 Consumer Behavior.
• Online Access: https://etd.uum.edu.my/4079/1/s811026.pdf; https://etd.uum.edu.my/4079/2/s811026_abstract.pdf; https://etd.uum.edu.my/4079/

Halal means permitted or lawful for product consumption. Research on consumer behavior regarding marketing of halal products has become a very important research. The number of Muslims in the world is increasing. The Muslim concerned about products that comply with Islamic law. Non-Muslims are same as Muslim consumers; they need healthy and quality products. Thus, this research aims to examine the factors that influence consumer buying behavior towards halal products. This research used the Theory of Planned Behavior (TPB) which consists of attitude, subjective norms and perceived behavioral control added with religiosity variable to examine the relationship of these variables with consumer buying behavior towards halal products. This research also aims to provide information on consumer buying behavior and their experience when buying Halal goods and products. By involving a total of 327 respondents in this research, structured survey questions were distributed to postgraduate students in various disciplines in Universiti Utara Malaysia, Kedah. The data collected were analyzed using "Statistical Package for Social Sciences (SPSS)" version 20.0. The data analysis techniques used are descriptive analysis and Pearson correlation analysis. Findings showed that all the variables of attitude, subjective norm, control of behavior and religiosity have a positive and significant relationship with consumer buying behavior towards halal products.