Halal Labelling in the Food Industry: A Closer Look at IAIN Ponorogo Students’ Buying Decisions

  • 4 min read
  • Apr 22, 2023
halal labelling

In today’s dynamic food landscape, halal labelling has rapidly emerged as a game-changer, stirring a revolution that spans from production lines to supermarket shelves. As Muslim consumers become increasingly vigilant about the products they consume, the intricacies of halal labelling have seeped into the spotlight, prompting food industry titans to pivot and cater to this burgeoning market segment. Delving into the essence of this paradigm shift, our in-depth exploration will revolve around the buying decisions of IAIN Ponorogo students, unearthing how halal labelling influences their choices in this multifaceted food industry.

The halal food industry has become increasingly important in recent years due to the growing awareness of consumers, particularly in the Muslim community, regarding the origin and contents of the food they consume.

Halal labelling plays a critical role in ensuring that these consumers can make informed choices about the products they buy, and the demand for certified halal products is rising globally. In this article, we will explore the impact of knowledge and halal labelling on the food purchasing decisions of IAIN Ponorogo students and discuss the implications for the food and beverage industry as a whole.

Growing Awareness of Halal Food Products

Social media has played a significant role in increasing the level of public knowledge about halal food products. It has become an essential source of information and a powerful tool for consumers to access data about the manufacturing and procurement of halal products. As the world’s Muslim population continues to grow, the demand for halal food products is also on the rise.

halal labelling

The halal food industry must adapt to meet these demands and ensure that accurate and transparent information is provided to consumers about the products they are buying. This includes clear and easily visible halal labelling, which is crucial for Muslim consumers who place a high importance on the halalness of the products they consume.

IAIN Ponorogo Study: Halal Labelling and Consumer Knowledge

A study was conducted to examine the impact of knowledge and halal labelling on food purchasing decisions among IAIN Ponorogo students. The study involved 100 participants and utilized multiple linear regression analysis methods, as well as SPSS for Windows v25 software, to determine the relationship between these variables and the students’ purchasing decisions.

The results of the study showed that both knowledge variables and halal labelling significantly affected food purchasing decisions. When examined separately, however, the knowledge variable did not have a significant impact on food purchasing decisions, while the halal labelling variable did. This indicates that, for the students surveyed, halal labelling played a more significant role in their decision-making process than their level of knowledge about halal food products.

Implications for the Food and Beverage Industry

The findings of this study highlight the importance of halal labelling in the food and beverage industry. In order to cater to the growing demands of Muslim consumers, companies must ensure that they provide clear and accurate halal labelling on their products. This will not only help consumers make informed decisions but also build trust and credibility among the target audience.

There are several key strategies that food and beverage companies can implement to improve their halal labelling practices. These include:

  1. Acquiring Halal Certification: Obtaining certification from a recognized halal certification body ensures that the company’s products adhere to strict Islamic dietary guidelines. This certification can then be prominently displayed on product packaging, providing consumers with the assurance that the product is halal.
  2. Clear and Visible Labelling: Halal labels should be easy to identify and prominently displayed on the product packaging. This ensures that consumers can quickly determine the halal status of a product without having to search for the information.
  3. Educating Consumers: While the study showed that the knowledge variable did not significantly impact food purchasing decisions, it is still essential for companies to educate their consumers about halal food products. Providing detailed information on product packaging, websites, and social media platforms can help improve consumer knowledge and create a more informed customer base.

The importance of halal labelling in the food and beverage industry cannot be underestimated. As the demand for halal food products continues to grow, companies must adapt and ensure that they provide clear, accurate, and visible information about the halal status of their products. This not only helps Muslim consumers make informed decisions but also contributes to the overall growth and success of the halal food market.


In light of the findings from the IAIN Ponorogo study, it is evident that halal labelling plays a significant role in shaping consumer behavior. To stay ahead in this increasingly competitive market, companies must recognize the importance of catering to the needs of Muslim consumers and strive to meet their expectations.

Furthermore, it is crucial for the food and beverage industry to invest in research and development to produce innovative halal food products that cater to the changing tastes and preferences of consumers. By doing so, companies can tap into a growing market segment and create new opportunities for growth.

Collaboration between food producers, certification bodies, and regulatory authorities is also essential to maintain and improve the standards of halal labelling in the industry. A consistent and standardized approach to halal certification and labelling can help build trust among consumers and ensure the integrity of the halal food supply chain.

Additionally, food and beverage companies must recognize the role that social media plays in shaping consumer awareness and perceptions. They must leverage digital platforms to engage with their target audience, provide accurate information about their products, and address any misconceptions or concerns regarding halal food products. This proactive approach to communication and engagement can help companies establish a positive reputation among consumers and enhance brand loyalty.

In conclusion, halal labelling is of paramount importance in the food and beverage industry, particularly as the global Muslim population continues to grow. Companies must recognize and adapt to the growing demand for halal food products by implementing clear and accurate halal labelling practices, obtaining halal certification, and educating consumers about the benefits of choosing halal products. By embracing these strategies, businesses can ensure their success in this burgeoning market and cater to the needs of an increasingly knowledgeable and discerning consumer base.


Febrilyantri, C. (2022). The Influence of Halal Knowledge and Labeling on Food Product Purchase Decisions. Invest Journal of Sharia & Economic Law, 2(2), 106-125. doi:https://doi.org/10.21154/invest.v2i2.3946

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