The determinants of purchasing intention towards halal product: the case of urban area in Damansara / Siti Aisyah Razeli

All Muslim are requiring choosing Halal products in market since that were obliged by Sharia. The existence of Halal product becomes increasingly important to consumers especially to Muslim's consumer where the majority of the populations living in the country are Muslims. Hence, Muslim consumers will look for a specific product that will meet their religious and community needs since Muslims nowadays are more conscious and sensitive towards Halal product (Afendi N.A et. al., May, 2014). However, the various numbers of conventional products in the market has led to the rising awareness of Halal issues regarding to the content, process and sources of the product. Furthermore, Halal issues have achieved Muslim consumer's attention as genuineness of Halal status is questionable (Ahmad K.S et. al., July l , 2012). The aim of the study is to identify the factor that influence Muslim consumer's purchasing intention towards Halal product. In this case study, primary data will be collected using a survey questionnaire and samples chosen is convenience sampling. The findings of the research will be analyzed by using the Statistical Package of Social Science (SPSS) software Version 21.0 and the analysis used is descriptive analysis, reliable analysis, and regression analysis in order to obtain a clear and concise outcome. There are several factors that determine the purchasing intention among Muslim consumer's towards Halal product such as religious, marketing concept, and awareness. This paper investigates and focuses more towards Muslim consumers in urban area in Damansara.