FACTORS AFFECTING THE INTENTION OF MUSLIM CONSUMERS TO BUY MUSLIM PRODUCTS IN JOHOR BAHRU

Abstract

Muslim consumers are often associated with halal toyyiban in fulfilling the conditions set by sharia. Consumers need to identify and be clear that every product and item produced by a manufacturer is not all from a Muslim manufacturer or company. Halal related issues often occur in the market, so that consumers are increasingly confused with the products being marketed and raise doubts to consumers. Most consumers are turning to Muslim goods that are more guaranteed of halal quality and authenticity. This study was conducted to analyse the elements of consumer intentions through the purchase of Muslim products of the category of daily necessities in the local market. The research methodology through quantitative methods was used to analyse 384 respondents through simple random sampling and analysed using SPSS version 27. Three variables were used in this study namely attitudes, subjective norms and perceptions of behavioural control. The findings showed that all variables showed significant values and the attitude variable was the strongest factor (0.000*). It therefore clearly shows that consumer intentions are the result of self -motivation i.e. attitude. It is hoped that this study can help consumers in increasing their confidence to choose and use Muslim goods in the local market.