Government and religious institutions

Oct 13, 2025 by wbrum.org 135 views

The Effect of Halal Labelization on the Purchasing Decision of Packaged Food Products (Snack Brand Chitato) in Students of the Faculty of Law, University of Muhammadiyah, North Sumatra

Introduction

In recent years, the demand for halal products has been increasing globally, driven by the growing Muslim population and the increasing awareness of the importance of halal certification. The halal label has become a significant factor in the purchasing decision of consumers, particularly in the food industry. This study aims to examine the effect of halal labels on the purchasing decision of packaged food products, specifically the Chitato snack, among students of the Faculty of Law, University of Muhammadiyah, North Sumatra (UMSU).

Background

The University of Muhammadiyah, North Sumatra (UMSU) is a reputable institution of higher learning in Indonesia, known for its strong academic programs and research activities. The Faculty of Law at UMSU is one of the largest faculties in the university, with a diverse student population. The students of the Faculty of Law are exposed to various food products, including packaged snacks, which are widely available in the campus cafeteria and nearby food stalls.

Methodology

This study employed a quantitative approach, using a survey questionnaire and interviews to collect data from students of the Faculty of Law, UMSU. The questionnaire was distributed to a sample of 100 students, who were selected using accidental sampling. The data was analyzed using descriptive and quantitative techniques, with the help of SPSS 15.0.

Results

The results of the study showed that the halal label had a significant influence on the purchasing decision of the Chitato snack, with a significant value of 0.000. This finding indicates that the halal label is an important factor that students consider in choosing packaged food products. However, the contribution of the halal label to the purchasing decision was still relatively small, with a R square value of 0.221 or 22.1%. This suggests that other factors, such as prices, taste, and brands, also play an important role in determining students' choices.

Discussion

The finding that the halal label contributes only 22.1% to the purchasing decision of Chitato snack is not surprising. Students are likely to be familiar with Chitato snacks as a product that is safe for consumption, and the strong price, taste, and brand factor of Chitato may also be the main reason for selecting the product. This finding highlights the importance of producers to build trust in the quality of products and brands, and not only rely on halal labels as an attractive factor.

The Importance of Educational Campaigns

The results of the study also show that students still have limitations in understanding the meaning and importance of the halal label. This highlights the need for educational campaigns to increase awareness about the benefits and importance of halal labels in choosing food products. The role of religious institutions and government is crucial in increasing public education about halal labels, especially for the younger generation.

Conclusion

This study provides important information for food producers and related institutions regarding the importance of halal labels as a factor that influences purchasing decisions. However, it also shows that the halal label is not the only determining factor. It is essential to build a strong brand image, good product quality, and competitive prices, and continue to increase education about the meaning and benefits of halal labels so that consumers, especially the younger generation, can understand and appreciate the importance of halal labels in choosing food products.

Recommendations

Based on the findings of this study, the following recommendations are made:

Food producers: Should focus on building trust in the quality of products and brands, and not only rely on halal labels as an attractive factor.
Educational institutions: Should increase education about halal labels to students, so that they can understand the benefits and importance of the halal label in choosing food products.
Government and religious institutions: Should play a crucial role in increasing public education about halal labels, especially for the younger generation.

Limitations

This study has several limitations, including:

Sample size: The sample size of 100 students may not be representative of the entire student population of UMSU.
Sampling method: The accidental sampling method may not be the most effective method for selecting a representative sample.
Data analysis: The data analysis was limited to descriptive and quantitative techniques, which may not provide a comprehensive understanding of the phenomenon.

Future Research Directions

Future research should focus on exploring the following areas:

Halal label and consumer behavior: Investigate the relationship between halal labels and consumer behavior, including purchasing decisions and loyalty.
Halal label and product quality: Examine the relationship between halal labels and product quality, including the impact of halal labels on product quality.
Halal label and education: Investigate the effectiveness of educational campaigns in increasing awareness about the benefits and importance of halal labels.
Q&A: The Effect of Halal Labelization on the Purchasing Decision of Packaged Food Products (Snack Brand Chitato) in Students of the Faculty of Law, University of Muhammadiyah, North Sumatra

Q: What is the significance of halal labels in the food industry?

A: Halal labels have become a significant factor in the purchasing decision of consumers, particularly in the food industry. The increasing demand for halal products has driven the growth of the halal market, and halal labels have become a key differentiator for food products.

Q: What is the main finding of this study?

A: The main finding of this study is that the halal label has a significant influence on the purchasing decision of the Chitato snack, but its contribution is still relatively small, with a R square value of 0.221 or 22.1%.

Q: Why is the halal label not the only determining factor in purchasing decisions?

A: The halal label is not the only determining factor in purchasing decisions because other factors, such as prices, taste, and brands, also play an important role in determining students' choices. Students are likely to be familiar with Chitato snacks as a product that is safe for consumption, and the strong price, taste, and brand factor of Chitato may also be the main reason for selecting the product.

Q: What is the importance of educational campaigns in increasing awareness about halal labels?

A: Educational campaigns are crucial in increasing awareness about the benefits and importance of halal labels. The role of religious institutions and government is essential in increasing public education about halal labels, especially for the younger generation.

Q: What are the recommendations for food producers and educational institutions based on the findings of this study?

A: Based on the findings of this study, the following recommendations are made:

Food producers: Should focus on building trust in the quality of products and brands, and not only rely on halal labels as an attractive factor.
Educational institutions: Should increase education about halal labels to students, so that they can understand the benefits and importance of the halal label in choosing food products.

Q: What are the limitations of this study?

A: This study has several limitations, including:

Sample size: The sample size of 100 students may not be representative of the entire student population of UMSU.
Sampling method: The accidental sampling method may not be the most effective method for selecting a representative sample.
Data analysis: The data analysis was limited to descriptive and quantitative techniques, which may not provide a comprehensive understanding of the phenomenon.

Q: What are the future research directions based on the findings of this study?

A: Future research should focus on exploring the following areas:

Halal label and consumer behavior: Investigate the relationship between halal labels and consumer behavior, including purchasing decisions and loyalty.
Halal label and product quality: Examine the relationship between halal labels and product quality, including the impact of halal labels on product quality.
Halal label and education: Investigate the effectiveness of educational campaigns in increasing awareness about the benefits and importance of halal labels.

Q: What are the implications of this study for the food industry and consumers?

A: The findings of this study have implications for the food industry and consumers. Food producers should focus on building trust in the quality of products and brands, and not only rely on halal labels as an attractive factor. Consumers should be aware of the importance of halal labels and make informed purchasing decisions based on their needs and preferences.