THE INFLUENCE OF HALAL LABELS ON IMPORTED FOOD PRODUCTS TOWARD PURCHASE DECISIONS OF SENIOR HIGH SCHOOL STUDENTS AT SMA LABSCHOOL CIRENDEU

Abstract

This study investigates how halal labels affect the purchasing decisions of 69 Muslim students from SMA Labschool Cirendeu using a quantitative survey approach. As globalization makes imported food products more accessible in Indonesia, concerns over halal certification have grown. Survey results showed that while 62% of respondents moderately understood halal labels, only 30% fully trusted their authenticity. Nonetheless, 74% preferred halal-certified products, highlighting their impact on consumer choices. This study emphasizes the importance of improving halal awareness and literacy to align with the dietary needs of Indonesia's Muslim-majority population. The findings support targeted educational initiatives to enhance students' decision-making regarding halal-certified products.