Exploring Factor's Affecting Consumer's Purchase Intention Of Halal Food Products For Indonesian Millennials Consumers

Abstract

The purpose of this research is to explore and nvestigate 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.