EXPLORING NON-MUSLIM CONSUMER PREFERENCES: A COMPARATIVE ANALYSIS OF HALAL AND NON-HALAL PRODUCT ACCEPTANCE IN SURABAYA'S MODERN MARKETS

Endah Budi Permana  Putri; Fatma Zuhrotun  Nisa

doi:10.33086/jhrpi.v3i2.6676

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Published Dec 3, 2024

DOI https://doi.org/10.33086/jhrpi.v3i2.6676

Endah Budi Permana Putri

Universitas Nahdlatul Ulama Surabaya

Fatma Zuhrotun Nisa

Universitas Gadjah Mada, Yogyakarta

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.

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How to Cite

Putri, E. B. P. ., & Nisa, F. Z. . (2024). EXPLORING NON-MUSLIM CONSUMER PREFERENCES: A COMPARATIVE ANALYSIS OF HALAL AND NON-HALAL PRODUCT ACCEPTANCE IN SURABAYA’S MODERN MARKETS. Journal of Halal Research, Policy, and Industry, 3(2), 60–67. https://doi.org/10.33086/jhrpi.v3i2.6676

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Issue

Vol. 3 No. 2 (2024): Journal of Halal Research, Policy, and Industry : Desember

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Articles

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Consumer acceptance, Halal products, Non-halal products, Non-Muslim consumers, Modern markets, Surabaya, Price, Brand reputation, Halal certification, Marketing strategy

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