Comparison of Halal Product Consumer Behavior: Based on Muslim Majority and Minority Areas and Religiosity Aspect

摘要

This research aims to analyze the comparison of Muslim consumer behavior towards halal products between the majority and minority Muslim areas based on religiosity aspect related to the educational background of pesantren (Islamic boarding schools) and non-pesantren. The sampling technique in this research used non-probability sampling with a purposive sampling method. This research chose a sample of Muslims who lived in Purbayan and Ngupasan District in Yogyakarta. Questionnaires disseminated to 100 respondents were used as data collection methods, and an independent sample t-test was employed as data analysis. This research's results showed that there was no difference in Muslim consumer behavior in the majority and minority areas. The religiosity aspect also revealed no difference in consumer educational background of pesantren and non-pesantren. This research is expected to be worthy to the communities both as consumers and producers, as well as recommendations for managing the halal processed food industry for the government and all stakeholders in increasing halal product consumption among the society, especially in Yogyakarta.