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All Journal Pelita - Jurnal Penelitian Mahasiswa UNY Jurnal Noken: Ilmu-Ilmu Sosial Indonesian Journal of Religion and Society Aksiologi : Jurnal Pendidikan dan Ilmu Sosial Jurnal Pendidikan dan Ilmu Sosial Jurnal Pepadu Jurnal Pendidikan West Science West Science Social and Humanities Studies Baileo: Jurnal Sosial Humaniora
Latifa Dinar Rahmani Hakim
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Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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How Does the Combination of Muslim Consumption Index and Halal Product Campaign Affect Consumer Preferences in the Bandung Halal Culinary Sector? Mahmudah, Siti; Rahmani Hakim, Latifa Dinar; Andiani, Paramita
West Science Social and Humanities Studies Vol. 3 No. 06 (2025): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v3i06.1996

Abstract

This study examines the impact of the Muslim Consumption Index (MCI) and halal product campaigns on consumer preferences in Bandung's halal culinary sector. Using a quantitative approach, data were collected from 250 respondents and analyzed with Structural Equation Modeling-Partial Least Squares (SEM-PLS 3). The findings reveal that both MCI and halal product campaigns significantly influence consumer preferences, with halal product campaigns showing the strongest direct effect. Furthermore, the interaction between MCI and halal product campaigns demonstrates a synergistic effect, amplifying consumer trust and preference for halal-certified culinary products. These results highlight the importance of aligning intrinsic Islamic values with strategic marketing efforts to drive consumer engagement in the halal market. Practical implications for businesses include leveraging ethical branding and strengthening halal campaigns to build trust and loyalty. Policymakers are encouraged to support halal certification programs and foster innovation in marketing strategies to enhance the sector’s growth.
Co-Authors Andiani, Paramita Apriyanto, Apriyanto Arini, Rani Eka Baihaqi, Muhammad Abdilah Dimas Aldi Pangestu Farida Hilmi Ghina Andini Hilmi, Farida Ika Wijayanti Ika Wijayanti, Ika Karyadi, Lalu Wiresapta Maulana , Dimas Andrian Muktasam Nasrullah, Arif Parama, I Dewa Made Satya SITI MAHMUDAH