DETERMINANTS OF NON-MUSLIM COMMUNITY INTENTION TO PURCHASE HALAL-LABELED PRODUCTS

Syarifah Hayati (Universitas Islam Negeri Syekh Ali Hasan Ahmad Addary Padangsidimpuan)
Darwis Harahap (Universitas Islam Negeri Syekh Ali Hasan Ahmad Addary Padangsidimpuan)
Utari Cahyani (Universitas Islam Negeri Syekh Ali Hasan Ahmad Addary Padangsidimpuan)

International Journal of Economics, Business and Accounting Research (IJEBAR)
Vol 9 No 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025

This study aims to analyze the factors influencing non-Muslim consumers' purchasing interest in halal-labeled products in North Tapanuli Regency. The study used a descriptive quantitative approach involving 92 respondents and was analyzed using the SEM-PLS method. The results showed that understanding, price, and promotion directly influenced purchasing interest, while understanding and price influenced attitudes. However, attitudes did not act as a mediating variable in increasing purchasing interest. Therefore, this study recommends increasing halal education and setting competitive prices as the main strategies in expanding the market for halal products among non-Muslim consumers.