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All Journal AL-UJRAH: Jurnal Ekonomi Islam
Qonita Nurun Ni'ma A.
Universitas Islam Negeri Walisongo Semarang
Religion Economics, Econometrics & Finance Environmental Science

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Perilaku Konsumsi Halal pada Konsumen Muslim di Restoran Sushi Hiro Oktavia Nur Fadhilla; Naila Azka; Qonita Nurun Ni'ma A.
AL-UJRAH Vol 4 No 2 (2026): Juni
Publisher : Prodi Ekomoni Syariah STAI Al Akbar Surabaya

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Abstract

The rapid growth of Japanese cuisine in Indonesia has led to an increase in Muslim consumers dining at restaurants that have not yet fully obtained halal certification. This phenomenon raises an important question regarding how Muslim consumers interpret the concept of halal and make consumption decisions in situations involving uncertainty (shubhat). This study aims to analyze the halal consumption behavior of Muslim consumers at Sushi Hiro Restaurant. The study employed a qualitative approach using a case study design. Data were collected through in-depth interviews, passive participant observation, and documentation involving three informants selected through purposive sampling. Data were analyzed using the interactive model developed by Miles, Huberman, and Saldaña. The findings reveal that consumers primarily perceive halal based on the absence of pork and alcohol, while halal certification is not considered the primary determinant of their consumption decisions. Consumption decisions are influenced by food quality, price, recommendations from friends, promotional activities, and previous dining experiences. When confronted with uncertainty regarding halal status, consumers negotiate between their religious values and lifestyle preferences through various forms of rationalization before making consumption decisions.
Co-Authors Naila Azka Oktavia Nur Fadhilla