Consumer Awareness Of Halal Products Toward Purchase Decisions: The Analysis Of Sushi Food

Product Awareness, Consumer Behavior, Purchase Decision, Halal Products

Abstract

Purpose: The purpose of this study is to determine the level of consumer awareness of halal products which is sushi food on purchasing decisions in the city of Bandar Lampung.

Research Methodology: This research implements descriptive qualitative research. It is conduct by field research. The researchers having direct observation by visiting, studying and conducting interviews to consumers of Sushi in Bandar Lampung City.

Results: Based on research at Sushi food restaurants in Bandar Lampung City, the buying behavior of Sushi food’s consumers in Bandar Lampung City are influenced by lifestyle that be shown by other people and there is no halal logo in Sushi Food restaurant which affect uncertainty to Muslim consumers.

Limitations: The study only involve consumers of Sushi foods and the study area was only covered around Bandar Lampung City.

Contribution: This research assist consumers improving awareness on halal food. Besides, consumers may able to differentiate between good and halal products before they decide to purchase.