Factors Influence Purchase Decision Of Halal Food Among Non-Muslim In Melaka

Abdul Hamid, Nur Syahirah (2019) Factors Influence Purchase Decision Of Halal Food Among Non-Muslim In Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The purpose of this study is to identify the factors that influence purchase decision on halal food among non-muslim in melaka. In this study, the researcher have set objective : (1) To investigate the factor influence in purchasing decision on Halal food among non-Muslim., (2) To investigate the significant relationship between the variables and purchase decision on Halal food among non-Muslim and (3) To investigate the most influence factor in purchasing decision on Halal food among non-Muslim. Respondents were from Melaka area and involved only non-Muslim. Researcher conducted pilot test using 30 samples to compile and analysis the question. Later, the researcher conducted the research with 384 samples were taken. The questionnaire developed contains purchase decision, cultural factor, social factor, personal factor and psychological factor that affect purchase decision. As the result, researcher found that all the factor have influence purchase decision and social factor is the most influential

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