Author : Adinugraha, Hendri Hermawan
Exploring Factor's Affecting Consumer's Purchase Intention Of Halal Food Products For Indonesian Millennials Consumers
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 8, Pages 4320-4338
The purpose of this research is to explore and investigate the knowledge and awareness of
Millennials consumers as participants in Indonesia to buy halal-labeled food products.
Research on exploring consumer awareness about the intention to buy food products
labeled as halal is still inadequate in Indonesia. This research uses a qualitative method
which is an exploratory case study. Primary data collection using semi-structured
interviews with participants as many as 15 Millennials consumers in Indonesia who have
been determined using purposive sampling method. The results of this study indicate that
the majority of Millennials participants have positive awareness of halal-labeled food,
including its benefits and the food processing production process. This study concludes
that Millennials consumers have high insights and fairly good perceptions about halal
food that is clean, safe, hygienic, hygienically produced. Millennials consumers also have a
very high interest in repurchasing halal food products.