Indonesian Customers Purchase Intention for Halal Food Products Towards Halal Supply Chain

Mushonnifun Faiz Sugihartanto, Rahmadita Filaili, Lintang Delia Putri, Uswatun Maulidiyah


For the past few years, there is a significant growing demand of halal products both from the Muslim and non-Muslim communities from all over the world. In the year of 2010, the halal food market makes about 16% of the world food trade and is estimated to be worth more than USD500 billion a year. As the largest Muslim country in the world, Indonesian customers should be aware of the halal aspects of food products. The halal food products should cover all halal supply chain aspects start from the raw materials from the suppliers until being delivered to the end customers. The objective of the research is to know about customer purchase intention for halal food products based on customers‘ background by applying decision tree. This research also discovers the relationship between customer background and halal issues of products. Data are collected by spreading questionnaires to the Indonesian citizens randomly. The results present customer background is influencing their purchase intention for halal food products halal issues of products

are well recognized by Indonesian customer. 

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