Determinant Factor that Influence Muslim Consumers to Choosing Restaurant: The role of Halal, Expectation and Attributes

Bawono, Anton (2022) Determinant Factor that Influence Muslim Consumers to Choosing Restaurant: The role of Halal, Expectation and Attributes.

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Abstract

Research related to halal food is dominated by halal manufactured products compared to halal restaurant products. Halal concerns every aspect of Muslim life including food. It is important to know the factors that affect the purchase of restaurant products, in this case, halal restaurant products. This research tries to find the determinants of purchasing restaurant food in Indonesia. The model is based on the time dimension. Data collection was carried out through 438 questionnaires for Indonesian Muslim respondents, but only 420 questionnaires could be analyzed. This research found that the halal label is not a direct variable that can influence restaurant food purchases. Men and women have different preferences in buying restaurant food. The results of this study are expected to encourage restaurant owners to adopt halal certification to increase sales. This research focuses on looking for determinants of restaurant food purchases with time dimension-based modeling. Keywords: Restaurant, Halal, Expectation, Attributes, Indonesia

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