An investigation of the aspects affecting non-Muslim customers' purchase intention of halal food products in Jakarta, Indonesia

The international trade market of halal food products is vast and has become a fast-growing segment. Consumers must often consider whether their food and beverage choices are suitable for their health, well-being, nutrition, and physical fitness. Nowadays, halal products are requested by Muslim and non-Muslim customers due to safety and quality concern. Even though several studies have been conducted for Muslim customers, there is a lack of data from previous studies exploring non-Muslim customers about their intention to purchase halal food products in Indonesia. The aim of this study is to address the lack of data from previous research that explores the intention of non-Muslims customers to purchase halal food products in Indonesia by exploring the factors that affect the purchase intention and understand the correlation between the factors. In this study, halal awareness, halal logo, product quality, food safety, and halal perception were explored as factors affecting the purchase intention of halal food products by non-Muslim customers in Indonesia. The questionnaire was distributed using an online platform that targeted a minimum of 150 respondents with the specific criteria of non-Muslim, age 21-60 years old. The collected data was examined using the SPSS application, which is a multiple linear regression module. The analysis results indicate that only two variables have a significant effect on the intention to purchase halal food, namely the halal logo and product quality. Research can be a consideration for halal food producers and distributors to look at the opportunity to increase sales by targeting non-Muslim customers in Indonesia.