Label Halal dan Minat Beli Produk Makanan Kemasan: Studi pada Konsumen Madani Minimarket Ambon

Abstract

This study examines the relationship between halal labeling and purchase intention for packaged food at Madani Minimarket in Ambon, Indonesia. A quantitative, cross-sectional survey was conducted from March to May 2024 involving 96 consumers selected through purposive sampling. Questionnaire data were analyzed using simple linear regression in SPSS. The reported results indicate a positive and statistically significant relationship between halal-label scores and purchase intention (b = 0.904; t = 11.163; p < 0.001). The model explains 57.0% of the variation in purchase-intention scores (R² = 0.570). These findings suggest that favorable consumer assessments of halal labels are associated with stronger purchase intention in the retail setting studied. Retailers can support informed product choices by improving the visibility of halal information, verifying product certification information, and providing accurate explanations to customers. Interpretation is limited by the single-store setting, nonprobability sampling, the predominance of young female respondents and students, and incomplete reporting of the purchase-intention measurement. The observational design does not establish causality. Future research should strengthen instrument validation, include multiple retail locations, and examine price, halal awareness, and store identity as additional explanatory factors.