Determinants Factors of Purchase Behavior Towards The Intention to Purchase Halal Certified Products among University Students

Abstract

The purchase of Halal Certified Products is especially important because the halal market continues to grow rapidly and the development of a halal lifestyle in society causes the potential market for halal products to increase. The objective of this research is to identify the level of awareness and factors that influence the purchase intention on Halal Certified Products among University students. The target respondents are students from 3 faculties in University Technology Malaysia. To complete this study, quantitative research was conducted and undergraduate and postgraduate students from 3 faculties were selected as a respondent in this survey. A set of questionnaires was developed and distributed to 152 respondents including 39 respondents for the pilot test result. The data was collected via Google Forms and analyses by using SPSS version 25. The findings indicated that the University students had an elevated level of awareness and purchase intention towards Halal Certified Products. The correlation analysis shows a significant positive relationship between Factors of Purchase Behavior and the Intention on purchasing Halal Certified Products. The result emphasized on the importance of Halal purchase and consumption to ensure the role of the Muslim consumer has been complied. This research also suggests some recommendations for future studies, Universiti Teknologi Malaysia students, and other university students.