Factor influencing in choosing food products with Halal logo in Kuching Sarawak / Mirza Ubaidillah Subroto

Halal awareness among Muslims is derived from the fundamental source, the Quran, as well as the direction of Prophet Muhammad SAW. As time has passed, Halal has grown into a global concept; it is no longer restricted to the slaughter of animals, but now encompasses high-quality products and services that meet customers' growing awareness and expectations in a competitive global market. In 2022, there are many reasons for Muslim consumer to purchase foods with halal logo. The factor of purchase includes religious factor, family factor, media and educational factor. To achieve the most influential factor, this study uses quantitative approach which is analysis-based research that is more practical and centered on the end result. Statistical Package for Social Science (SPSS) were also used to analyze the data in this study. The analysis performed on the collected data involved frequency, mean, standard deviation and regression. At the end of the study, the findings shown that there is awareness toward halal among the people in Kuching Sarawak area. Other than that, the findings show that the most significant factor toward purchasing halal is media factor. This shows how powerful the influence of media to nowadays generation.