Consumer perception on halal food toward purchase intention of Muslim tourist in Melaka

The objective of this study was to examine the consumer perception on halal food toward purchase intention of Muslim tourist in Melaka. The technology acceptance model and the theory of reasoned action were employed to develop the conceptual framework. Four factors, attitude, religious belief, perceived behavioral control and knowledge were tested. Data were gathered from 100 respondent local Muslim tourist at Banda Hilir, Melaka using convenient sampling method and multiple regression analysis was conducted to analyse the data. The result revealed the consumer perception on halal food toward purchase intention of Muslim tourist in Melaka. The practical implication of this study were discussed.