Exploring Non-muslim Consumer Preferences: a Comparative Analysis of Halal and Non-halal Product Acceptance in Surabaya's Modern Markets
Year: 2024
Type: article
Study design: Observational Study
Abstract: This study explores the differences in non-Muslim consumer acceptance of halal and non-halal products in modern markets in Surabaya. The research aims to analyze the influence of price, brand reputation, and halal certification on consumer decisions. Using a comparative approach, the study identifies key factors that drive consumer preferences for both product types. The results indicate that for halal products, halal certification plays a crucial role in consumer acceptance, while for non-halal products, price and brand reputation have a more significant impact. This research highlights the importance of tailored marketing strategies, emphasizing the need for producers to consider different consumer motivations in promoting halal and non-halal products. The findings provide valuable insights for businesses targeting non-Muslim customers in the evolving Surabaya market, offering practical implications for product positioning and consumer outreach.
Institutions: Universitas Nahdlatul Ulama Surabaya, Universitas Gadjah Mada
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409345533