Differences in Perceptions Between Muslim andNon-Muslim Consumers in purchasing Intention of Halal Food in Indonesia

ABSTRACT: The high demand for halal food provides opportunities for halal food producers, especially in Indonesia, to expand their market both domestically and abroad. Several studies reveal that halal is no longer defined as a religious obligation but is already considered the standard of choice for both Muslims and NonMuslims around the world, so there is great potential to reach Non-Muslim consumers as a new market for halal food. This study aims to determine the differences in perceptions between Muslim and Non-Muslim consumers regarding the intention to purchase food with the halal logo in Indonesia. The analysis used in this study is Discriminant Analysis using SPSS 22 software to analyze differences in perception factors between Muslim and Non-Muslim consumers related to the variables of attitude, subjective norm, and perceived behavioral control. The results showed significant differences between attitudes, subjective norms, and perceived behavioral control of Muslimand Non-Muslim consumers towards the intention to purchase food with the halal logo. This research is expected to be used as a reference in decision-making strategies, especially for business people and regulators to continue to be able to develop the halal industry.

KEYWORDS:Attitude, Subjective Norm, Perceived Behavioral Control, PurchaseIntention, Halal Food JEL Classification: M19, M30, M31