Analysis on Muslim Consumer Behavior toward the Halal Certification of Bakery Products

Indonesia is the fourth largest country with a population of 237, 641, 326 people in 2010, with the Muslim population reaching 87.18 % of the total Indonesian citizens (BPS, 2010). One city that has the largest population of Muslim communities in Indonesia is the city of Bogor. In 2010, the number of Muslims in the city of Bogor was 4, 613, 204 people or about 96.67 % of the total population. The high population of Muslims in Indonesia has encouraged increased demand for goods and services in accordance with Islamic laws, one of which is the need for food. The growing industry of bakery in Indonesia food security becomes one of the issues of concern. Food products that have undergone processing such as bakery already added with additional ingredients are very difficult to decide whether the product is kosher or not. The main objective in this study is to analyze the factors that influence the Muslim consumers intention to continue to buy bakery products that do not have halal label, especially in the city of Bogor. The analysis model developed was based on the Theory of Planned Behavior Model approach while the method of analysis used was Structural Equation Modeling (SEM) which is one multivariate analysis techniques that can analyze relationships among variables in a more complex way. The results showed that the level of beliefs influences significantly the intention to buy bakery products that do not have halal label while subjective norms and behavioral controls have no significant effects on the intention of buying bakery products that have not been labeled halal.