Factors Influencing the Selection of Halal Products Using Fuzzy Analytic Hierarchy Process (AHP)

Abstract

Researchers and academics are interested in this study because it aims to understand the factors and sub-factors that affect the selection of Halal products. The researcher was unaware of any prior research or studies conducted to ascertain how much consumers consider the factors and sub-factors influencing their decision to purchase Halal products and how consumers rate those variables. This paper aims to identify and rank the top factors and sub-factors that affect consumers' decisions to select Halal products in Perlis. Through the use of questionnaires, the information of three experts from Jabatan Agama Islam Perlis was gathered. This data was initially analysed using the Fuzzy analytical hierarchy process. The results, which were analyzed based on value after normalization, indicated that product awareness is the best factor and ranked first, while its sub-factor, which ranked first is religious responsibility towards the product, directly influences the choice of Halal products among the Perlis community. In light of the importance of Halal products, the researcher expects that this study will help the public consumer, product manufacturer, seller, other researchers, and shop owners by raising awareness about the importance of Halal products. This research is essential to promote community development globally in order to achieve the Sustainable Development Goals (SDGs), as well as to educate Malaysians and Muslims to search and choose the Halal products as a matter of religious obligation.