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JIMA
11,2 Awareness level analysis of
Indonesian consumers toward
halal products
522 Dwi Agustina Kurniawati and Hana Savitri
Department of Industrial Engineering, Universitas Islam Negeri Sunan Kalijaga,
Received 5 October 2017 Yogyakarta, Indonesia
Revised 6 July 2018
28 January 2019
31 January 2019
Accepted 6 February 2019
Abstract
Purpose – This paper aims to measure and analyze the halal awareness of Indonesian consumers toward
halal products. This paper also measures the religious belief, health reason, halal logo certification and
exposures of Indonesian consumers and tests the correlation between those and halal awareness. The finding
can be used as reference for government and halal policymakers related with halal product.
Design/methodology/approach – The research is performed using self-administrated questionnaires
and convenience sampling. The questionnaires were distributed for Muslim respondents in Indonesia, male
and female, aged 18 up to 60 years old. The data are statistically analyzed by Cronbach’s alpha and Pearson
correlation test using SPSS 16.0.
Findings – The study found that halal awareness of Indonesian consumers is very good (very high)
with index of 94.91. The halal awareness is supported with very high index of religious belief (96.61),
health reason (89.83) and logo certification (84.71), and good index of exposures (78.72). The study also
shows that religious belief becomes the most factor that influence the Indonesian halal awareness,
followed by health reason then logo certification, while exposure is the least factor influencing the halal
awareness.
Originality/value – This research is one of few studies in Indonesian context which is investigating and
measuring the index of halal awareness of Indonesian consumers. The study also provided new findings of
Indonesian halal awareness influence factors (religious beliefs, health reason, logo certification and exposure);
its index and its correlation to the halal awareness level. The result of the study is quite different with other
halal awareness studies. Therefore, this paper becomes one of the pioneer for study in the context of
Indonesian halal awareness analysis.

Keywords Halal certification, Halal product, Religious belief, Halal awareness, Health reason,
Indonesian consumer
Paper type Research paper

1. Introduction
As Muslims, eating halal and good food (thayib) is the command of Allah that must be
implemented by every Muslim. This is commanded by Allah in his word. “And eat the
lawful and good food (thayib) from that which has been granted to you and fear Allah and
believe in Him” (Surah Al Maidah 5: 88). Thus, consuming halal food based on faith and
taqwa because following the command of Allah is a worship that brings a reward and gives
the good of the world and the hereafter. On the contrary, consuming the haram is a sinful act

Journal of Islamic Marketing The authors acknowledge the full financial support from Lembaga Penelitian dan Pengabdian
Vol. 11 No. 2, 2020
pp. 522-546 Kepada Masyarakat (LPPM), Universitas Islam Negeri Sunan Kalijaga under the grant “Penelitian
© Emerald Publishing Limited Kompetitif Kluster Madya” Year 2017, which has made the research and presentation of this paper
1759-0833
DOI 10.1108/JIMA-10-2017-0104 possible.
that brings sin and harm to both the world and the hereafter. In the Qur’an, it has been Awareness
asserted that food and drink are banned is: level analysis

carcasses;

blood;

pigs;

animals slaughtered by mentioning names other than Allah; and
523

khamr or intoxicating drinks.

Forbidden to you (eating) the carcasses, the blood, the flesh of swine, the flesh of beasts
slaughtered in the name of other than Allah, strangled, struck, fallen, struck, and slaughtered
beasts, except that you slaughtered it, Forbidden to you eating animals slaughtered for idols.
(Surah Al Maidah 5: 3).
Based on the above description, it is clear that consuming halal food is a basic need for
Muslims. As shown in Figure 1, according to data from Badan Pusat Statistik (BPS), this is
the Central Bureau of Statistics in Indonesia, in 2010 Indonesia’s Muslim population
amounted to about 207,176,162 people, which is 87.18 per cent of the total population in
Indonesia (www.bps.go.id). Meanwhile, according to data from the Pew Research Center, in
2010, the world’s total population of Muslims was 1.6 billion people, which amounted to 23
per cent of the entire population of the world (www.pewforum.org). In addition, the Pew
Research Center projected that by 2030 the number of Muslim populations in Indonesia will
be 238,833,000 inhabitants (www.pewforum.org). With this number, Indonesia ranks first as
the country that has the highest number of Muslims in the world (Riaz and Chaudry, 2004).
The above facts show that the number and growth of the Muslim population is
enormous, both in Indonesia and the world in general. It shows that the Muslim community
is a large and promising consumer and become a huge market potential. The large number
of Muslim populations, both in Indonesia and the world, has created consumers for halal
markets (potentially halal markets) for the food, beverage, cosmetics, medicine, fashion,
banking and tourism industries. The facts above are also supported by Wilson (2014) who
stated that the halal industries were having a worldwide value of US$2.3tn.
To capture the market demand for halal products and ensure the availability of halal
products for Muslim consumers, many countries have issued halal certification and halal
logo to ensure the halal-ness of a product. Indonesia has Majelis Ulama Indoensia (MUI), an

25,000,000

Islam
20,000,000

15,000,000

10,000,000

Figure 1.
50,000,000 Religion data of
Chrisan
Catholic
Indonesia in 2010
Hindu Buddha Kong Hu Chu Others
0
(www.bps.go.id)
JIMA institution authorized to audit and issues halal certification in Indonesia. Jabatan Kemajuan
11,2 Islam Malaysia (JAKIM) is the authorized party to issue halal certification in Malaysia.
While in Singapore, the authority to issue halal certification is Majlis Ugama Islam
Singapura (MUIS), this is the Islamic religious council of Singapore.
Based on the data from MUI, currently the food products that have been certified by
Halal MUI in 2010-2015 as many as 309,115 (www.halalmui.org). In addition, the industries
524 that have been certified by Halal MUI in Indonesia are still very few, only about 10-15 per
cent. The above data show that very few products that have halal certified compared to the
number of existing Muslim consumers.
On the other hand, there are a lot of previous research have been done related to the topic
of this paper. In 2010, Wilson and Liu (2010) found that halal has brought into the creation
and culmination of brands. However, the full potential of halal has yet to be harnessed and
there are still misunderstanding and discrepancy of it. In the following year, Wilson and Liu
(2011) stated that consumers who conscious for halal are risk averse, which drives the
awareness and behavioral traits of high involvement. They proposed a paradigm for halal
decision-making – as a basis for developing a prominent and attractive brand of halal.
In 2014, Ambali and Bakar (2014) studied the determinants and identify the sources of
halal awareness of Malaysian Muslim consumers on halal products or foods. Their study
found that the religious belief, exposure, certification logo and health reason are the
potential sources of Muslim awareness about halal consumption, which are the health
reason is the most contributing predictor of level of halal awareness. Ismoyowati (2015)
studied about the determinant factors that influencing the Indonesian consumers’ decision
to consume halal chicken-based food in Yogyakarta, Indonesia. The study found that taste
and nutrition is the top of priority in consuming the chicken-based food, while halal becomes
the second priority. Another research performed by Potluri et al. (2017) who studied about
Indian Muslims’ attitude and consciousness toward halal product. The study found that the
respondents do not have proper exposure to halal, believe that the halal concept is very
significant to Muslim consumers and the lack of awareness of the factual meaning of halal.
Said et al. (2014) studied about perception, knowledge and religiosity on Malaysia’s halal
food products. The study found that halal knowledge, information and education by the
government agencies are perceived as lacking. Salman and Siddiqui (2011) studied about
measuring the Pakistani consumers’ awareness and perceptions toward halal foods. The
study found that beliefs are closely knitted with religious commitment, people with high
religiosity may not have necessarily have high level of awareness about halal food
and attitude toward halal food is closely akin to the notion of beliefs. Hasan (2016)
surveyed and measured the halal awareness among the Muslim students in Kota Kinibalu,
Malaysia and related it with religiosity and the certified halal logo. This study shows that
the consumers have a high level of religiosity. The study concluded that there is positive
relationship between religiosity and halal awareness, the importance of Halal Malaysia logo
toward food products, the importance of online and traditional media tools to educate and
creating awareness among the Muslim consumers.
Aris et al. (2012) studied about Muslim attitude and awareness toward Istihalah in
Malaysia. The result showed that these students are lacking knowledge of Istihalah, and
they are ready to gain more information on this matter. Although these students are not well
informed on this matter, they were ready to accept the products of the Istihalah process.
Rezai et al. (2012) studied about non-Muslim consumers’ understanding of Halal principles
in Malaysia. The study measured the awareness of halal principles. As purchasing halal
foods cannot be considered to be an expression of the consumer’s religious obligations for
non-Muslims, the study stressed the benefits of halal food principles within other contexts
such as food safety, environmental friendliness and animal welfare. The results of this study Awareness
suggest that non-Muslim consumers are aware of the existence of halal food in Malaysia. level analysis
The findings also suggest that non-Muslims understand that halal principles are also
concerned about food safety issues and environmentally friendly. Maichum et al. (2017)
investigates the influence of attitude, halal knowledge, halal quality on purchase intention
toward halal food of young non-Muslim consumers in Thailand. The results indicated that
attitude has a strongest direct influence on intention to purchase and also the results
indicated that halal knowledge has a significant effect on attitude toward halal food and had 525
no significant effect on halal purchase intention. Therefore, the halal knowledge has
significant effect on the young non-Muslim attitude toward halal foods in Thailand. Yusoff
and Adzharuddin (2017) study about the correlation between halal awareness with
information seeking behavior among Muslim family. This study found that the factor of
awareness is vital in information seeking of halal food products among Muslim families.
In 2018, Nusran et al. (2018) study about the halal awareness on the socialization of the
halal certification. Ramadania et al. (2018) study about intention toward halal and organic
food. The study found that knowledge of halal and green foods, natural content and
religiosity have a positive effect on consumer awareness of the products. This study also
found that consumer awareness of the product can affect the purchase intention positively.
Perdana et al. (2018) proposed a research framework to study about the halal certification
role in purchase intention of Muslim Consumers in the Middle East and North Africa
countries.
Based on descriptions of the previous research works, there is very little research
conducted to develop halal food practice in Indonesia. The majority of halal practice
research is conducted by researchers from Malaysia and takes the research topic of halal
practice in Malaysia. While Indonesia is the largest Muslim country in the world, it is
necessary to do a lot of research related to halal practice in Indonesia to improve the halal
practice in Indonesia. One of interesting research related to halal practice in Indonesia is the
measurement and analysis of halal awareness level of Indonesian consumers.
According to the author’s knowledge, up to date, there is still very little research
conducted to measure and analyze the awareness level of Indonesian consumers toward
halal-certified products. The authors found two papers studied about the halal awareness
level in Indonesian context. Yasid et al. (2016) studied about factors which affecting the
Muslim students awareness of halal products in Yogyakarta, Indonesia. While in 2017,
Nurcahyo and Hudrasyah (2017) studied about the influence of halal awareness and halal
certification perception toward purchase intention of instant noodle consumption. The
respondents of the study were college student in Bandung, Indonesia. The shortcoming of
both papers is the papers only studied for student population and the studies were located
only in one province in Indonesia. In addition, the study of Nurcahyo and Hudrasyah (2017)
only focus for instant noodle consumption. On the other hand, the study proposed in this
paper, tries to cover the shortcomings of the previous studies. Respondents of this study
come from many provinces in Indonesia and the respondents are not just students but
Indonesia Muslim aged from 18 up to 60 years old. Also, the proposed study is not focus
only for one product but for all food products.
Therefore, this study can provide inputs for policy makers in Indonesia to determine the
right strategy for marketing the halal-certified products, to increase the supply of halal
certified products and to penetrate the halal market in Indonesia. By measuring the
awareness level of consumers in Indonesia to halal-certified products, it can be seen how
aware consumers in Indonesia to halal certified products and what factors can make the
consumers aware with these products.
JIMA Based on the background above, the following are formulated three problems that
11,2 become the focus in this research. The problem formulation in this research is:

RQ1. How is the awareness level of Indonesian consumers toward halal certified
products?
RQ2. What factors are influencing the awareness level of Indonesian consumers toward
526 the halal products?
Based on the background and the problem formulation, this research has four research
objectives; these are:
(1) knowing the awareness level of consumers in Indonesia toward halal-certified
products;
(2) knowing the factors that affect the awareness level of consumers in Indonesia
toward halal-certified products;
(3) knowing the strategies and efforts to increase the awareness level of consumers in
Indonesia toward halal-certified products; and
(4) providing recommendations and suggestions for halal policymakers in Indonesia.

2. Literature review
2.1 Halal awareness level
Refer to Ambali and Bakar (2014), the halal awareness can be defined as having special
interest or experience or having well informed of something about halal foods, drinks and
products. So the halal awareness is the informing process to increasing the Muslim’s level of
consciousness about what is allowed to eat, drink and use (Ambali and Bakar, 2014).
Level of awareness means level of consciousness. Different people can have different
level of awareness. According to one psychologist, level of awareness means awareness of
outside events and internal sensations that occur with passionate conditions (King, 2008).
Some scholars have distinguished this level of awareness to a few levels. According to King
(2008), level of awareness is divided into five levels:
(1) higher level consciousness;
(2) lower level consciousness;
(3) subconscious awareness;
(4) sleep and dream (low level of consciousness); and
(5) no awareness (non-conscious processes/unconscious though).

2.2 Influencing factors for halal awareness level

Many studies have been performed related with halal awareness, halal attitude, halal
consciousness, halal perception, halal knowledge and halal purchase intention. There are
some previous research works that become the references to develop the theory for halal
awareness level and to determine the influencing factor for halal awareness level.
One important research work is done by Ambali and Bakar (2014). They studied about
the determinants and factors that influence the halal awareness of Malaysian consumers.
The findings show that the religious belief, exposure, certification logo and health reason are
potential sources of Malaysian Muslim awareness about halal consumption. In addition, the
study found that health reason is the most contributing predictor of level of halal awareness.
 There are also another study performed by Ismoyowati (2015). The study took the case Awareness
study in Yogyakarta, Indonesia to determine the factors that influencing the Indonesian level analysis
consumers’ decision to consume halal chicken-based food. The study found that the taste
and nutrition is the top of priority in consuming the chicken-based food, while halal becomes
the second priority. In addition, the variation, texture and packaging only considered as the
third, fourth and fifth priority when selecting the food. The study also found that the
consumer’s knowledge about halal are differ among consumer’s groups, but they agreed on
perception that religion as well as nutrition were factors influencing their decision to 527
consume halal food.
The study performed by Potluri et al. (2017) studied about Indian Muslims’ attitude and
consciousness toward halal product. Their study took two groups of respondents, general
Indian Muslim community and Indian Muslim students. The study found that the
respondents agreed that they do not have proper exposure to halal, believe that the halal
concept is very significant to Muslim consumers and are intended to know more about halal.
The study showed that they are lacking in the exact ken of halal and they are ready to gain
more information on the concept. There are 98 per cent of the Indian Muslims thought that
halal means prayer offerings before slaughtering of sheep or chicken or cow. So the study
shows they have lack of awareness of the factual meaning of halal.
Said et al. (2014) studied about perception, knowledge and religiosity on Malaysia’s halal
food products. The study found that different nationalities have different perception toward
Malaysia’s Halal food products. Research result shows that the consumers’ perception and
their level of knowledge and religiosity differs. Halal knowledge, information and education
by the government agencies are perceived as lacking. Furthermore, this research also shows
that about 40 to 50 per cent of the consumers have high level of religiosity. The study
showed that knowledge, trust and religiosity (KTR) are the significant determinants for the
Muslim consumer to purchase halal food products.
Salman and Siddiqui (2011) studied about measuring the Pakistani consumers’
awareness and perceptions toward halal foods. The study found that Beliefs are closely
knitted with religious commitment while people with high religiosity may not have
necessarily have high level of awareness about halal food and attitude toward halal food is
closely akin to the notion of beliefs.
Hasan (2016) studied the awareness and perception toward halal foods among Muslim
students in Kota Kinibalu, Sabah, Malasyia. The study surveyed and measured the halal
awareness among the Muslim students in Kota Kinibalu and related it with religiosity and
the certified halal logo. This study shows that the consumers have a high level of religiosity.
The consumers with a strong religious background will also take care of what they eat and
consume. However, the result for the purchase intention and Islamic brand is not a good
sign. This is one of the factors that lead to the increasing numbers of fake halal logo in the
current market in Malaysia. The study concluded that there is positive relationship between
religiosity and halal awareness, the importance of halal Malaysia logo toward food products,
the importance of online and traditional media tools to educate and creating awareness
among the Muslim consumers.
Aris et al. (2012) studied about Muslim attitude and awareness toward Istihalah.
Istihalah means substantial change, which can be stated as when a substance is converted
into a new substance, the lawfulness of the new substance is not determined by the
lawfulness of the original substance. Gelatin, mono and diglycerides, glycerol and lecithin
that can be derived from animals, including pigs are several examples of Istihalah. The
result showed that the students are lacking knowledge of Istihalah, and they are ready to
gain more information on this matter.
JIMA Rezai et al. (2012) studied about non-Muslim consumers’ understanding of halal
11,2 principles in Malaysia. The study measured the awareness of halal principles. Since
purchasing halal foods cannot be considered to be an expression of the consumer’s religious
obligations for non-Muslims, the study stressed the benefits of halal food principles within
other contexts such as food safety, environmental friendliness and animal welfare. The
results of this study suggest that non-Muslim consumers are aware of the existence of halal
528 food in Malaysia. Socio-environmental factors such as mixing with Muslims socially and the
presence of advertised halal food significantly influence non-Muslims’ understanding of
halal principles. The findings also suggest that non-Muslims understand that halal
principles are also concerned about food safety issues and environmentally friendly.
Maichum et al. (2017) investigate the influence of attitude, halal knowledge, halal quality
on purchase intention toward halal food of young non-Muslim consumers in Thailand. The
results indicated that attitude has a strongest direct influence on intention to purchase and
also the results indicated that halal knowledge has a significant effect on attitude toward
halal food and had no significant effect on halal purchase intention. Furthermore, halal
quality has significant positive influences on the purchase intention among the studied
group in Thailand. Therefore, the halal knowledge has significant effect on the young non-
Muslim attitude toward halal foods in Thailand.
Pahim et al. (2012) conducted a study related to the need for training for halal logistic
workers to produce halal products. The survey was conducted to determine whether there is
a correlation between the need for halal training with the demand and awareness of halal
logistics workers. Ahmad (2015) studied about halal brands as valuable business assets
based on a proposed halal brand personality dimension in the micro-spectrum of halalan
(lawful) Tayyiba (good) concept in Malaysia. The chances of using brand personality
attributes as a mechanism to get the primary dimensions of halal branding attributes are
high. Ngah et al. (2015) investigated the determinants of the adoption factors of halal
warehousing activities among halal manufacturers in Malaysia. Awareness, complexity and
top management support were found to be the determinant factors in the halal warehousing
services adoption among Malaysian halal manufacturers.
Prabowo et al. (2015) explored various factors that hamper halal certification in food
service industries in East Kalimantan, Indonesia. Food service industries such as
restaurants and caterings show less concern in putting priority on the issue of halal
certification. The lack of socialization and information has led to the lack of knowledge and
awareness. Rahman et al. (2015) studied about the attitude and intention to choose a halal
product. The study shows that the relationship between knowledge and attitude is
insignificant, but there is a significant positive relationship between religiosity and attitude.
The study indicates that there is a positive relationship between attitude and intention to
choose halal cosmetic products. This study also found a significant difference between
consumers’ attitudes toward halal cosmetics and attitudes toward halal food products, as
well as consumers’ intentions to choose halal cosmetics and intentions to choose halal food
products among Malaysian consumers. Moreover, the results indicate that Malaysian
consumers have more positive attitudes and intentions toward halal food products than
toward halal cosmetic products.
Suki and Salleh (2016) examined the influence of halal image, attitude, subjective norm
and perceived behavioral control on consumer behavioral intention to patronize halal stores
in Malaysia. Empirical results revealed that consumers’ intention to patronize halal stores is
influenced by attitude, perceived behavioral control, subjective norm and halal image. Azam
(2016) investigated the determinant factors that consumers may consider in buying halal
packaged food produced by non-Muslim manufacturers. The study found that halal
awareness and product ingredients have significantly influenced Muslims’ intention to buy Awareness
halal packaged food that are produced by non-Muslim manufacturers. The findings show level analysis
that the religious belief, exposure and certification/logo are potential sources of Muslim
awareness about halal packaged food from non-Muslim manufacturers. Ishak et al. (2016)
examined the potential determinants of halal perception and to validate the mediating model
of halal perception on purchasing decision of Malaysian consumers. The halal perception is
the mediating variable that intervenes in the relationship of a few independent variables and 529
the purchase decision trends. The independent variables such as manufacturer identity,
product label, physical product and packaging as well country of origin are considered to be
important extrinsic cues that deliver messages regarding the halal of certain food products.
Krishnan et al. (2017) conducted a study for awareness level of halal food industry in
Malaysia related to halal issues and opportunities. The results show that people are still
skeptical of halal logos and certificates. Some small and medium industries also have
difficulty in following and obtaining halal certification.
Based on the literature review above, it is shown that there is very little research
conducted either by researchers from Indonesia and research that took the topic of halal
practice research in Indonesia. Most research are conducted by researchers from Malaysia
with the topic of halal practice in Malaysia. The results of the literature review above have
motivated to conduct research related to halal practice in Indonesia, with the topic
“Awareness Level Analysis of Indonesian Consumers toward Halal Products”. According to
the author’s knowledge, until now there has been no research on awareness level analysis of
consumers in Indonesia associated with halal-certified products. By doing this research, it is
expected to increase the number of halal practice research in Indonesia. Result of this study
can be used by halal policymakers in Indonesia to improve halal food practice in Indonesia
and also increase the awareness level of consumers in Indonesia toward halal-certified
products.
Refer to above previous works, this study focus on factors that may influence the halal
awareness level of Indonesian consumers. Refer to the works of Salman and Siddiqui (2011),
Ambali and Bakar (2014), Hasan (2016) and Azam (2016), the religious belief is considered to
be the factor that may influence the Indonesian halal awareness level. Refer to the works of
Rezai et al. (2012) and Ambali and Bakar (2014), the health reason becomes the second factor
that may influence the Indonesian halal awareness level.
Another factor is halal logo certification. This factor is considered to be a factor that may
influence the Indonesian halal awareness level by referring to the works of Ambali and
Bakar (2014), Azam (2016) and Hasan (2016). The last factor that considered influencing the
Indonesian halal awareness level is exposure, by referring to the studies of Azam (2016),
Potluri et al. (2017), Ambali and Bakar (2014) and Prabowo et al. (2015). By doing some
statistical analysis, it will be measured the index of the four factors and some hypotheses
test will be done to determine the correlation between Indonesian halal awareness level with
those four factors.

3. Research methodology
3.1 Population
The population is a composite of all elements in the form of events, things or people who
have similar characteristics that become the center of attention of a researcher because it is
viewed as a universe of research (Ferdinand, 2006). The population used in this study is
Muslim (male or female) community in Indonesia who consuming the halal food products.
JIMA 3.2 Sample
11,2 The sampling technique used in this study is convenience sampling. Based on the above
technique, the selected sample is Muslim (male and female) with age of 18 to 60 years who
live in Indonesia. Because this study does not know the number of population and its
proportion, the number of samples is determined using the Bernoulli formula:

530 ðZa=2 Þ2  p  q
n¼
e2

In this research, it is used the level of accuracy (a) of 5 per cent and 95 per cent confidence, so
the obtained Z value is 1.96, while e value (error rate) is determined by 10 per cent.
Probability of population not taken as sample is 0.5, so the probability of population taken
as sample each 0.5. Then get the number of respondents minimal is 97. Based on the
calculation above, it is known that the minimum number of samples or respondents is 97
respondents. So, this study uses 116 questionnaires as samples; then the data are considered
more than enough.

3.3 Source of data

There are two source of data, these are:
(1) Primary data. Primary data used in this research is the result of questionnaires
regarding the awareness level of respondents for halal certified food products, r
table and the value of Cronbach’s alpha.
(2) Secondary data. Secondary data in this research are element of halal awareness
and the questionnaires about awareness from other scholars.

3.4 Data collection method

The data collection is done by distributing a list of questions that must be filled by the
respondent. The questionnaire used is a questionnaire with a Likert scale of 1 to 5. Scale 1
indicates strongly disagree, Scale 2 indicate disagree, Scale 3 indicates less agree, Scale 4
indicates agree and Scale 5 indicates strongly agree.
The questionnaires were developed refer to some previous research work related with
study to measure the halal awareness and identifying the factors influencing the halal
awareness such as Said et al. (2014), Salman and Siddiqui (2011), Hasan (2016), Azam (2016),
Ambali and Bakar (2014), Rezai et al. (2012), Potluri et al. (2017) and Prabowo et al. (2015).
Refer to those some previous research works above; in this research, the questionnaires were
developed into five categories. First category is awareness level. Second category is religious
belief. Third category is health reason. Four category is logo certification. Fifth category is
exposure.
At the first time, the questionnaires were developed for 41 items. Then a pilot study was
done to test the reliability and validity of the questionnaire to ensure its validity and
reliability. After the reliability and validity of the questionnaires are confirmed, then the
questionnaire can be distributed to numbers of respondents for data collection. The
questionnaires were distributed to respondents using self-administrated questionnaire and
analyzed using SPSS 16.0.
3.5 Data analysis method Awareness
3.5.1 Normality test. The purpose of the normality test according to Ghozali (2011) is to find level analysis
out whether the distribution of a data follows or approaches the normal distribution. The
Kolmogorov–Smirnov test is one of several tools that can be used for normality test.
3.5.2 Likert-scale interpretation. According to Sugiyono (2010), Likert scale is a scale
used to measure attitudes, opinions and perceptions of a person or a group of people about
social phenomena. The analysis of the questionnaire using Likert scale was done by using
the interval formula according to Darmadi (2011). The following criteria are determined
531
based on the interval of index value (Table I).
3.5.3 Hypotheses testing. In this study, it is conducted hypotheses test consisting of
correlation test. The correlation test was performed using Pearson correlation and
multiple correlation test.
The correlation test with Pearson correlation is used to know the relation of each variable
seen from the value of r count to then compare with r table. If r count > r table, then there is
a significant correlation. In addition, the significance of relationship between variables is
presented in its significance value. If the significance value <0.05, then it means there is a
significant correlation.
There are five hypotheses developed to determine the correlation between Indonesian
consumers’ halal awareness with four other factors. The hypotheses are developed refer to
some previous research work related to halal awareness analysis, such as Said et al. (2014),
Salman and Siddiqui (2011), Hasan (2016), Azam (2016), Ambali and Bakar (2014), Rezai
et al. (2012), Potluri et al. (2017) and Prabowo et al. (2015). Then the hypotheses are tested
using correlation test of Pearson correlation. These hypotheses are:

H1. Correlation between Indonesian consumers’ halal awareness and religious belief.
H1a. There is no correlation between Indonesian consumers’ halal awareness and
religious belief.
H1b. There is correlation between Indonesian consumers’ halal awareness and religious
belief.
H2. Correlation between Indonesian consumers’ halal awareness and health reason.
H2a. There is no correlation between Indonesian consumers’ halal awareness and health
reason.
H2b. There is correlation between Indonesian consumers’ halal awareness and health
reason.
H3. Correlation between Indonesian consumers’ halal awareness and halal logo
certification.

No. Index value Criteria

1 0%-19.99% Least
2 20%-39.99% Not good Table I.
3 40%-59.99% Enough Likert scale
4 60%-79.99% Good interpretation
5 80%-100% Very good (Darmadi, 2011)
JIMA H3a. There is no correlation between Indonesian consumers’ halal awareness and halal
11,2 logo certification.
H3b. There is correlation between Indonesian consumers’ halal awareness and halal
logo certification.
H4. Correlation between Indonesian consumers’ halal awareness and exposure.
532 H4a. There is no correlation between Indonesian consumers’ halal awareness and exposure.
H4b. There is correlation between Indonesian consumers’ halal awareness and exposure.
Double correlation test is done to know the relationship between two or more independent
variables which is in this research independent variables include religious belief, health reasons,
logo certification, and exposure with one dependent variable (that is awareness) simultaneously.
In this research, H5 is developed and tested by double correlation test. The hypothesis is:

H5. Simultaneously correlation between Indonesian consumers’ halal awareness with

religious belief, health reason, logo certification and exposure altogether.
H5a. There is not existing the simultaneously correlation between halal awareness with
religious belief, health reason, logo certification and exposure altogether.
H5b. There is existing the simultaneously correlation between halal awareness with
religious belief, health reason, logo certification and exposure altogether.
Based on the description of the methodology above, the research methodology conducted in
this research, is shown in the Figure 2 below.

4. Results and discussion

Before distributing the questionnaires to all respondents, pilot study was done by
distributing questionnaires to 35 respondents to know the validity and reliability
questionnaire question. Editing process will be done with consideration of completion of
questionnaire filling, consistency and answer relevance.

4.1 Validity and reliability tests

The first test is to check the validity and reliability of the questionnaire. The pilot study was
performed to check the validity and reliability of the questionnaires with 35 respondents.
The results of the test are shown in Table II.
Based on the result of reliability test, it is shown that all (41) items are reliable. While
based on the validity test result, from 41 items there are 1 item is not valid, it is item no 29.
So the questionnaire must be revised; item no 29 must be deleted from the questionnaire.
Therefore the revised questionnaire now is having 40 items. After that, it is performed the
reliability and validity test for the revised questionnaire. The result of the reliability and
validity test of the revised questionnaire are as follows (Table III).
Based on the reliability and validity tests of the revised questionnaire, it is shown that all
items of the questionnaire (40 items) are reliable and valid. Those means that now the
questionnaire is reliable and valid enough to measure and analyze the halal awareness of
Indonesian consumers toward halal certified products.

4.2 Normality test

Based on the normality test conducted by SPSS 16.0, as shown in Table IV, it is known that
the awareness category of the questionnaire has Kolmogorov–Smirnov value of 2.049. It
 Awareness
Start level analysis

Problem identification

Research objective
533
Literature review

Developing
questionnaires

Pilot study of
questionnaires

The questionnaires are Revise the

valid and reliable? questionnaires

Yes

Data collection No

Data analysis

Normality test

Descriptive statistical
analysis

Likert scale analysis

Hypothesize testing

Conclusion
Figure 2.
Flowchart of the
End research
methodology

means that the null hypothesis is accepted, and the population is normally distributed. In
addition, the questionnaire categories of religious belief, health reasons, logo certification
and exposure have value of Kolmogorov–Smirnov as 4.471, 2.854, 0.936, and 0.895
respectively. These mean that the Kolmogorov–Smirnov values for all categories are greater
than 0.05. Then it can be concluded that all populations are normally distributed.

4.3 Descriptive statistical analysis

Table V presents a summary of descriptive result of the respondent characteristics
according to gender, age, tribe, job, last education, income per month and access information
respectively. The result shows that from 116 respondents there are 36 respondents (31 per
cent) are male and 80 respondents (69 per cent) are female. Based on Table V, the
JIMA
Reliability test result of the pilot study
11,2 Cronbach’s Limit value of
No. Variable alpha count Cronbach’s alpha Conclusion

1 Awareness 0.801 0.7 Reliable

2 Religious belief 0.724 0.7 Reliable
3 Health reasons 0.903 0.7 Reliable
534 4 Logo certification 0.838 0.7 Reliable
5 Exposures 0.827 0.7 Reliable
Validity test result of the pilot study
Item for awareness level
No. Item r count r table Conclusion
1 Q1 0.57 0.1824 Valid
2 Q2 0.674 0.1824 Valid
3 Q3 0.678 0.1824 Valid
4 Q4 0.563 0.1824 Valid
5 Q5 0.628 0.1824 Valid
6 Q6 0.603 0.1824 Valid
7 Q7 0.695 0.1824 Valid
8 Q8 0.586 0.1824 Valid
9 Q9 0.626 0.1824 Valid
10 Q10 0.483 0.1824 Valid
Item for religious belief
No. Item r count r table Conclusion
1 Q11 0.801 0.1824 Valid
2 Q12 0.874 0.1824 Valid
3 Q13 0.738 0.1824 Valid
Item for health reasons
No. Item r count r table Conclusion
1 Q14 0.9 0.1824 Valid
2 Q15 0.938 0.1824 Valid
3 Q16 0.914 0.1824 Valid
Item for logo certification
No. Item r count r table Conclusion
1 Q17 0.421 0.1824 Valid
2 Q18 0.502 0.1824 Valid
3 Q19 0.637 0.1824 Valid
4 Q20 0.735 0.1824 Valid
5 Q21 0.74 0.1824 Valid
6 Q22 0.728 0.1824 Valid
7 Q23 0.71 0.1824 Valid
8 Q24 0.639 0.1824 Valid
9 Q25 0.679 0.1824 Valid
10 Q26 0.388 0.1824 Valid
Table II. 11 Q27 0.486 0.1824 Valid
Reliability and 12 Q28 0.387 0.1824 Valid
validity test of the 13 Q29** 0.137 0.1824 Not valid
pilot study (continued)
 Awareness
Reliability test result of the pilot study level analysis
Cronbach’s Limit value of
No. Variable alpha count Cronbach’s alpha Conclusion

Item for exposures

No. Item r count r table Conclusion
1 Q30 0.516 0.1824 Valid
535
2 Q31 0.646 0.1824 Valid
3 Q32 0.67 0.1824 Valid
4 Q33 0.725 0.1824 Valid
5 Q34 0.713 0.1824 Valid
6 Q35 0.637 0.1824 Valid
7 Q36 0.499 0.1824 Valid
8 Q37 0.419 0.1824 Valid
9 Q38 0.563 0.1824 Valid
10 Q39 0.609 0.1824 Valid
11 Q40 0.592 0.1824 Valid
12 Q41 0.502 0.1824 Valid Table II.

respondents aged 18 to 30 years old as much as 70 respondents (60.3 per cent), aged 31 to 50
years old as much as 44 respondents (37.9 per cent) and aged 51 to 60 years old as much as 2
respondents (1.8 per cent). The table also shows that there are 91 respondents (78.4 per cent)
are from Jawa, 6 respondents (5.2 per cent) are from Sunda, 1 respondent (0.8 per cent) are
from Madura and so forth. The table also shows the characteristic of respondents according
to their jobs, the respondents’ last education, the respondents’ income per month and the
respondent’s access of information.

4.4 Likert scale analysis

Likert scale analysis is performed by referring to index formula and interval criteria in
Darmadi (2011). In this research, the interpretation of Likert scale is done for each item of the
questionnaire, so there are 40 items’ interpretation and are shown in Table VI. In addition,
the Likert scale analysis is also summarized for each category, so there are five category’s
interpretation and shown in Table VII.
Refer to Table VI; it can be seen that for ten items in awareness category, the results are
very good index for all items in awareness category. For this category, there are nine items
from ten items that having index more than 90 per cent, and only one item which the index is
below to 90 per cent. These results show that the awareness level of Indonesia consumers is
very good (very high) toward halal certified products since all the items are very good index.
From the questionnaires, it is known that Indonesian consumers already known and aware
that they must be consume the halal products. They also know the products that belong to
halal and non-halal. The respondents already known the meat of animals that belongs to
halal and non-halal and drinks that contain alcoholic is haram.
For items in religious belief, all the items (three items) are having very good index also.
These three items are having index more than 90 per cent. The result of the questionnaires
shows that the consumers know that they must consume halal product because they are
Muslim and this is accordance with Al-Qur’an and Al-Hadiths. They realize that as Muslim,
it is prohibited to consume non-halal product. These results represented that Indonesian
JIMA
Reliability test result of the revised questionnaire
11,2 Cronbach’s Limit value of
No. Variable alpha count Cronbach’s alpha Conclusion

1 Awareness 0.801 0.7 Reliable

2 Religious belief 0.724 0.7 Reliable
3 Health reasons 0.903 0.7 Reliable
536 4 Logo certification 0.838 0.7 Reliable
5 Exposures 0.827 0.7 Reliable
Validity test result of the revised questionnaire
Item for awareness
No. Item r count r table Conclusion
1 Q1 0.57 0.1824 Valid
2 Q2 0.674 0.1824 Valid
3 Q3 0.678 0.1824 Valid
4 Q4 0.563 0.1824 Valid
5 Q5 0.628 0.1824 Valid
6 Q6 0.603 0.1824 Valid
7 Q7 0.695 0.1824 Valid
8 Q8 0.586 0.1824 Valid
9 Q9 0.626 0.1824 Valid
10 Q10 0.483 0.1824 Valid
Item for religious belief
No. Item r count r table Conclusion
1 Q11 0.801 0.1824 Valid
2 Q12 0.874 0.1824 Valid
3 Q13 0.738 0.1824 Valid
Item for health reasons
No. Item r count r table Conclusion
1 Q14 0.9 0.1824 Valid
2 Q15 0.938 0.1824 Valid
3 Q16 0.914 0.1824 Valid
Item for logo certification
No. Item r count r table Conclusion
1 Q17 0.421 0.1824 Valid
2 Q18 0.502 0.1824 Valid
3 Q19 0.637 0.1824 Valid
4 Q20 0.735 0.1824 Valid
5 Q21 0.74 0.1824 Valid
6 Q22 0.728 0.1824 Valid
7 Q23 0.71 0.1824 Valid
8 Q24 0.639 0.1824 Valid
9 Q25 0.679 0.1824 Valid
10 Q26 0.388 0.1824 Valid
11 Q27 0.486 0.1824 Valid
12 Q28 0.387 0.1824 Valid
Item for exposures
Table III. No. Item r count r table Conclusion
Reliability and 1 Q30 0.516 0.1824 Valid
validity test of the 2 Q31 0.646 0.1824 Valid
revised questionnaire (continued)
 Awareness
Reliability test result of the revised questionnaire level analysis
Cronbach’s Limit value of
No. Variable alpha count Cronbach’s alpha Conclusion

3 Q32 0.67 0.1824 Valid

4 Q33 0.725 0.1824 Valid
5 Q34 0.713 0.1824 Valid 537
6 Q35 0.637 0.1824 Valid
7 Q36 0.499 0.1824 Valid
8 Q37 0.419 0.1824 Valid
9 Q38 0.563 0.1824 Valid
10 Q39 0.609 0.1824 Valid
11 Q40 0.592 0.1824 Valid
12 Q41 0.502 0.1824 Valid Table III.

No. Category Kolmogorov–Smirnov value Decision

1 Awareness 2.049 Data is normally distributed

2 Religious belief 4.471 Data is normally distributed
3 Health reasons 2.854 Data is normally distributed Table IV.
4 Logo certification 0.936 Data is normally distributed Kolmogorov–
5 Exposure 0.895 Data is normally distributed Smirnov value

consumers having a very good religious belief and the very good religious beliefs already
driven the very good awareness level of Indonesian consumers toward halal products.
For items in health reasons, the three items also are having very good index. It means
that the halal awareness of Indonesian consumer are also driven by the very good health
reason of Indonesian consumers. The Indonesian consumers relate the halal products with
cleanliness, quality, healthy product and more hygienic product.
For items in logo certification, there are 12 items of the questionnaire. From these, there
are only three items that having good index, while the rest items (nine items) are having
very good index. The result shows that Indonesian consumers already known that halal
logo and certification is important, as it guarantees the halal-ness of the product. Further,
Indonesian consumer already familiar with the halal logo issued by Indonesian Government
(MUI), while for halal logo issued by other countries such as Malaysia, Singapore and
Thailand, the Indonesian consumers need more socialization for those logos.
For the last category, this is exposure category, there are 12 items, while majority items
are having good index. From 12 items, there are eight items are having good index and four
items are having very good index. From the questionnaire, it is shown that Indonesian
consumer needs more exposure for halal product, especially from government. From the
questionnaire, it is shown that the government exposure about halal product is rated as the
lowest index (67.07) than others party, such as Ulama, community gathering, mass media,
and so forth.
The result of Table VI is summarized in Table VII. Table VII shows that the halal
awareness of Indonesian consumers toward halal food is very good with index of 94.91. This
JIMA
Gender of respondents Frequency (%)
11,2
Gender
Male 36 31
Female 80 69
Age of respondents
538 Age
18-30 years old 70 60.30
31-50 years old 44 37.90
51-60 years old 2 1.80
Tribe of respondents
Tribe
Jawa 91 78.40
Sunda 6 5.20
Madura 1 0.80
Betawi 2 1.70
Minangkabau 6 5.10
Melayu 1 0.80
Dayak 1 0.80
Banjar 4 4
Jawa-Sunda 1 0.80
Tidore 1 0.80
Jawa-Padang 1 0.80
Jawa-Minang 1 0.80
Job of respondents
Job
Entrepreneurs 6 5.20
Private 39 33.60
Government’s corporation 6 5.20
Foreign companies 1 0.80
IT Consultant 1 0.80
Expert staff 1 0.80
GTT 1 0.80
Freelance 1 0.80
Social Entrepreneurs 1 0.80
Teacher 2 1.70
Laborers 1 0.80
Housewife 20 17.20
Civil servants 14 12.10
Students 22 19.40
Last education of respondents
Last Education
High School 17 14.60
Diploma 9 7.70
S1 73 63
S2 13 11.30
S3 4 3.40
Respondents’ income per month
Table V. Income per month
The respondents’ < 2 million 48 41.40
descriptive analysis (continued)
 Awareness
Gender of respondents Frequency (%) level analysis
2-4 million 26 22.40
4-6 million 18 15.50
6-8 million 6 5.20
>8 million 18 15.50
Respondents’ access of information 539
Access of information
Newspaper, brochure, magazine 56 48.28
Television 52 44.83
Internet 111 95.69
Recitation 44 37.93
Counseling 19 16.38
Social media group 8 6.90 Table V.

high awareness is supported by a very good religious belief (as index is 96.91), very good
health reason (with index 89.83), very good halal logo certification reason (with index 84.71)
and good exposures reason (with index 78.72).
The results show that the religious belief of Indonesian consumers is the dominant
driven for the Indonesian consumer halal awareness, since the religious belief category has
the highest index among other categories. While exposure is the least index, showing that
exposure still need to be improved so that it can increase the halal awareness of Indonesian
consumers.
In addition, the analysis of Likert scale also shows that the halal logo certification index
has the third rank after religious beliefs and health reason. It means that the halal logo
certification still need to be improved, such as the number of products that have the halal
logo certification, the awareness of Indonesian consumers about the importance of halal logo
certification and so forth, as its position is the third rank of determination for halal
awareness of Indonesian consumers.

4.5 Hypothesis testing result

4.5.1 Correlation test. Table VIII and IX show the result of correlation test conducted by
using Pearson Correlation between variables. The value of r count between halal awareness
and religious belief is 0.792 with the significance value of relationship is 0.000. The value of r
count is greater than 0.184 (r table) and the significance value is less than 0.05. Based on this
value, H1a is rejected and H1b is accepted. It means that there is a significance correlation
between halal awareness and religious belief. As the r value is positive, so the correlation
between both is directly proportional. If the religious belief is higher, the halal awareness
will also become higher.
The r count between halal awareness and health reason is 0.473 with the significance
value of relationship is 0.000. The value of r count is greater than 0.184 (r table) and the
significance value is less than 0.05. Based on this value, H2a is rejected and H2b is accepted.
It means that there is a significance correlation between halal awareness and health reason.
As the r value is positive, so the correlation between both is directly proportional. If the
health reason is higher, the halal awareness will also become higher.
The r count between halal awareness and logo certification is 0.489 with the
significance value of relationship is 0.000. The value of r count is greater than 0.184 (r
JIMA
No. Item Index Interpretation
11,2
Awareness criteria
Q1 You understand what is halal 93.45 Very good
Q2 When buying food products definitely in your mind is the food must be 97.07 Very good
halal
Q3 You always consume the halal food product 94.66 Very good
540 Q4 Consuming halal food is important for you 98.10 Very good
Q5 Buying the halal product have been becoming your life style 93.97 Very good
Q6 You know the food products that belongs to halal and non-halal 88.10 Very good
Q7 You know that lamb/ beef/chicken meat slaughtered are not in accordance 93.62 Very good
with Islamic Shari’ah including haram food
Q8 You know that pork, dogs, and other wild beasts are among the unlawful 98.10 Very good
(haram) foods eaten
Q9 You know that processed food from unlawful (haram) meat makes the food 94.66 Very good
unlawful (haram) also
Q10 You know that alcoholic drinks include unlawful (haram) drinks 97.41 Very good
Religious Belief
Q11 You consume halal food products because you are a Muslim/Muslim 97.07 Very good
Q12 You consume halal food products because it is in accordance with the 94.66 Very good
teachings of Islam in Al-Quran and Al-Hadith
Q13 You consume halal food products because Islamic teachings prohibit you 98.10 Very good
from consuming non-halal products
Health reasons
Q14 You believe that halal food provides more benefits than non-halal products 92.41 Very good
Q15 You believe that buying halal food means buying food that is guaranteed 88.79 Very good
its cleanliness, safety, and quality
Q16 You believe that consuming halal food can prevent you from health 88.28 Very good
hazards
Logo Certification
Q17 You know that the logo below is a halal logo from Indonesia 95.69 Very good
Q18 You acknowledge that MUI is an institution that issues halal certification 93.97 Very good
in Indonesia
Q19 You know there are some countries that also issue halal certification and 85.00 Very good
logo for food products
Q20 You acknowledge that the logo below is a halal logo for Malaysian food 75.34 Good
products
Q21 You know that the logo below is a halal logo for Thai food products 73.79 Good
Q22 You acknowledge that the logo below is a halal logo for food products from 74.14 Good
Singapore
Q23 Halal certification and logos are essential to ensure that the food is halal 92.41 Very good
Q24 Food products you buy must be halal logo 88.79 Very good
Q25 The first priority when you buy a food product is the presence of a halal 88.28 Very good
logo
Q26 You can easily find kosher halal food products in the supermarket where 84.31 Very good
you shop
Q27 You will not buy food products that do not have a halal logo on the 82.24 Very good
packaging
Q28 If you do not find a halal logo, you will check the ingredients or ingredients 82.59 Very good
Exposure
Table VI. Q29 You have enough information about halal food products 79.14 Good
Likert scale analysis (continued)
 Awareness
No. Item Index Interpretation level analysis
Q30 You often access or search for information about halal food products 75.69 Good
Q31 You always update about food products that include halal and haram 71.90 Good
Q32 People around you already provide enough information about halal and 75.69 Good
haram food products
Q33 Recitation, community gatherings, and ulama have given enough 77.41 Good 541
information about halal and haram food products
Q34 Mass media (television, newspapers, magazines, brochures, and internet) 71.38 Good
already provide enough information about halal and haram food products
Q35 The government has provided sufficient information about halal and 67.07 Good
haram food products
Q36 Socialization from Government is important to update your knowledge 85.34 Very good
about halal and haram food products
Q37 The role of the people around you is very effective in providing 86.38 Very good
understanding related to halal and haram foods
Q38 The role of recitation, community gathering, and ulama are very effective 87.24 Very good
in providing insights regarding halal and haram foods
Q39 The role of media (television, newspapers, magazines, brochures, and 85.00 Very good
internet) is very effective in providing understanding related to halal and
haram food
Q40 The role of government is very effective in providing understanding 82.41 Very good
related to halal and haram food Table VI.

No. Category Index Interpretation

1 Awareness 94.91 Very good

2 Religious 96.61 Very good
3 Health reasons 89.83 Very good Table VII.
4 Logo certification 84.71 Very good Summary of the
5 Exposures 78.72 Good Likert scale analysis

table) and the significance value is less than 0.05. Based on this value, H3a is rejected
and H3b is accepted. It means that there is a significance correlation between halal
awareness and logo certification. As the r value is positive, so the correlation between
both is directly proportional. If the logo certification is higher, the halal awareness will
also become higher.
The r count between halal awareness and exposure is 0.414 with the significance value of
relationship is 0.000. The value of r count is greater than 0.184 (r table) and the significance
value is less than 0.05. Based on this value, H4a is rejected and H4b is accepted. It means
that there is a significance correlation between halal awareness and exposure. As the r value
is positive, so the correlation between both is directly proportional. If the exposure is higher,
the halal awareness will also become higher.
4.5.2 Double correlation test. Table X shows the results of multiple correlation test.
Based on this table, it is known that the sig value. F Change is 0.000 (less than 0.05) which
means that H5a is rejected and H5b is accepted. It means that there is a relationship between
religious belief, health reasons, logo certification and exposure with awareness. The amount
of relationship between religious belief, health reasons, logo certification and exposure
JIMA Correlations
11,2 Awareness Religious_belief Health_reasons Logo_certification Exposure

Awareness
Pearson correlation 1 0.792” 0.473” 0.489” 0.414”
Sig. (2-tailed) 0.000 0.000 0.000 0.000
N 116 116 116 116 116
542
Religious_belief
Pearson correlation 0.792” 1 0.377” 0.276” 0.299”
Sig. (2-tailed) 0.000 0.000 0.003 0.001
N 116 116 116 116 116
Health_reasons
Pearson Correlation 0.473” 0.377” 1 0.783” 0.366”
Sig. (2-tailed) 0.000 0.000 0.000 0.000
N 116 116 116 116 116
Logo_certification
Pearson correlation 0.489” 0.276” 0.783” 1 0.524”
Sig. (2-tailed) 0.000 0.003 0.000 0.000
N 116 116 116 116 116
Exposure
Table VIII. Pearson correlation 0.414” 0.299” 0.366” 0.524” 1
The Pearson Sig. (2-tailed) 0.000 0.001 0.000 0.000
correlation test result N 116 116 116 116 116

X Y r count r table Decision

Awareness Religious Belief 0.792 0.1824 Reject H1a, accept H1b. There is significance
correlation between Indonesian halal awareness and
religious belief
Health reasons 0.473 0.1824 Reject H2a, accept H2b. There is significance
correlation between Indonesian halal awareness and
health reasons
Logo certification 0.489 0.1824 Reject H3a, accept H3b. There is significance
correlation between Indonesian halal awareness and
logo certification
Table IX. exposure 0.414 0.1824 Reject H4a, accept H4b. There is significance
Summary of Pearson correlation between Indonesian halal awareness and
correlation test exposure

toward awareness is 0.843 which means that the correlation is strong enough. In addition,
the simultaneous contribution of religious belief variables, health reasons, logo certification
and exposure to awareness is 71.1 per cent. So the rest (28.9 per cent) is determined by other
variables.
The hypothesis testing result finds the same result with the Likert scale analysis.
The hypothesis testing found that there is relationship between awareness with
religious belief, logo certification and exposures. From the Likert scale analysis, it is
also seen that the very high index of halal awareness is supported from very high index
of religious belief, health reason and logo certification and high index of exposures.
This study is also having almost similar finding with Ambali and Bakar (2014) study, Awareness
which is found that halal awareness is determined by religious belief, health reason, level analysis
logo certification and exposures. The difference is in this study the most determinant
factor of halal awareness level is religious belief. While in Ambali and Bakar (2014),
health reason becomes the most determinant factor for halal awareness level.
This study also found the same result with study performed by Said et al. (2014) which are
there is a lack of exposure and information about halal. The study suggests that government
and other parties improve the exposure and giving better education for society about halal. 543
This study also having the same results with study performed by Hasan (2016) which are
found that halal awareness is high and have correlation with religiosity. The study also found
that halal logo must be increased. In addition, the finding of this study found quite different
results with Ismoyowati (2015), which are Ismoyowati (2015) found that the nutrition is the
most dominant factor for purchasing a chicken-based food and halal (religious) is the second
priority. While the study performed by this paper finds that religious beliefs is the most
determinant factor and the halal awareness of the Indonesian consumer is very high.

5. Conclusions and future work

This study is one of few studies in Indonesian context to investigate and measure the halal
awareness of Indonesian consumers toward halal certified product. In addition, this study is
different with two previous study, Yasid et al. (2016) and Nurcahyo and Hudrasyah (2017),
which is this study take respondents for Indonesia Muslim aged from 18 to 60 years old and
located in many provinces in Indonesia. Also, the study is not just focus for one specific food
product but for all food products. Therefore, this research can give insight for the
government, halal policymaker and other related party in Indonesia to support the decision-
making about halal food product. Based on the result of analysis above, it can be concluded
that Indonesian consumer already have a very good halal awareness that it is supported by
very good religious belief, health reason and logo certification and good index of exposures.
This research find that Indonesian consumers already have a very good halal awareness,
means that Indonesian consumers already become a huge halal market demand, that must
be supplied by halal products. Otherwise, there will be a big loss of sales.
With this result, the Indonesian Government, halal policymaker and other related party
must take this challenge and capture this potential market. This survey found that
Indonesian consumers already have a very good awareness level toward halal products.
Government and other related party must be able to take this challenge to fulfill this huge
market potential. Otherwise, there will be big loss of sales, and, the worst, the Muslim
customer dissatisfaction will occur. One effort that can be applied is through increasing the
products that having halal logo and certification. From the study, it is found that Indonesian
consumers already having a good knowledge about halal logo and certification, as it can

Model Summaryb
Change statistics
R
R Adjusted R Sth. error of Square F Sig. F
Model R square square the estimate change change df1 df2 change

1 0.843a 0.711 0.701 1.546 0.711 68.404 4 111 0.000

Table X.
Note: aPredictors: (Constant), Exposure, Religious_belief, Helath_reasons, Logo_certification, bDependent Multiple correlation
Variable: Awarness test result
JIMA guarantee the halal-ness of the products. There are some programs can be offered by
11,2 government, MUI, and other related party to improve the number of small and medium
industries producing halal product and certified by the halal logo and certification. The
government must improve the number of halal products supplied to the market, so that it
can fulfill the Indonesian consumers’ demand for halal products. In addition, the halal logo
certification even its index is very high, but the position at the third rank of the factor that
544 influence the halal awareness. It means that the government and other related parties can
improve the number or quantities of halal product that certified by halal logo and also give
more information about halal logo certification to Indonesian consumers. Another finding is
that government and other related party must increase the exposure for the halal product, to
update the information and the knowledge about halal product so that the halal awareness
of Indonesian consumer becomes more increase. Exposure for halal product is very
important to be increase in the next period since it can educate the Indonesian consumers
about halal concept and halal product, so that can increase the halal awareness of
Indonesian consumer. For the future work, it is required to investigate the relationship
between halal awareness and halal purchase intention. It is because this research has not
investigated the relationship between halal awareness and halal purchase intention. This
issue is important to know the relationship between halal awareness and willing to buy the
halal product.

References
Ahmad, M.F. (2015), “Antecedents of halal brand personality”, Journal of Islamic Marketing, Vol. 6
No. 2, pp. 209-223.
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Further reading
Sugiyono (2001), Statistika Untuk Penelitian, Alfabeta, Bandung.
Suharjanti (2014), “Analisis validitas dan reliabilitas dengan skala likert terhadap pengembangan SI/
TI dalam penentuan pengambila keputusan penerapan strategic planning pada industri
garmen”, Prosiding Seminar Nasional Manajemen Informatika, BSI, Jakarta.

About the authors

Dwi Agustina Kurniawati, M.Eng., PhD is an Assistant Professor in Industrial Engineering
department, Faculty of Science and Technology, Universitas Islam Negeri Sunan Kalijaga,
Yogyakarta, Indonesia. She received her bachelor’s degree in 2003 in Industrial Engineering from
Institut Teknologi Bandung (ITB), Indonesia. After that, in 2006, she received her Master of
Engineering degree from Universiti Teknologi Malaysia (UTM). Finally, in 2016, she received her
PhD degree in the field of systems and Engineering Management from Nanyang Technological
University (NTU), Singapore. She has published many papers in Industrial Engineering research
area, both in International and national journals. Her research interests are mathematical modeling,
operation research, halal related issue, supply chain management, cross-docking warehouse,
optimization, scheduling and metaheuristics method. Dwi Agustina Kurniawati is the corresponding
author and can be contacted at: dwiagustina123@gmail.com and dwi.kurniawati@uin-suka.ac.id
Hana Savitri, S.T. is a graduate of bachelor degree from Industrial Engineering, Universitas Islam
Negeri Sunan Kalijaga in April 2017. After that, she worked as a Research Assistant in Industrial
Engineering Laboratory, Universitas Islam Negeri Sunan Kalijaga. Currently, she works as operation
manager in one of famous pharmaceutical company in Indonesia.

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