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Factors contributing toward customer intention to buy food at non-halal
certified restaurants – a study in northern region of peninsular Malaysia
Nur Halisa Binti Firdaus
Dr. Abdul Hafaz Bin Ngah
Bachelor of Management (Maritime)
School of Maritime Business and Management
Halal concept for the food is the most important thing among Muslims consumer. This
concept generally adopted by most food industries in Islamic countries. In reality, there
are Muslims consumer still visiting non-halal certified restaurant even there are choices
of halal certified restaurants. Therefore, this study aims to investigate factors influencing
Muslims consumer intention to visit non-halal certified restaurant at Kuala Lumpur,
Selangor and Negeri Sembilan. By adopting the Theory of Planned Behavior with prices,
food quality and brand popularity, a quantitative approach via self-administered with
purposive sampling method, questionnaire were distributed among 200 Muslims
consumer in malls. The finding shows that the attitude, subjective norm, perceived
behavior, prices, food quality and brand quality towards non-halal certified restaurant
have significant relationship. Finally, will gives benefits to owner of the restaurant in order
to get better knowledge and information about Halal certificate in order to fulfil a
customer demand and compete with others Halal certified restaurants. Besides, this study
would serve as reference for potential Halal food investors and develop a foundation for
food producers and providers to improve on their current practices.
1562 | UMT UNDERGRADUATE RESEARCH DAY 2018