“Determinant factors of Indonesian muslim behavior in choosing halal products”

This research aims to examine the factors influencing the Indonesian Muslim com- munity’s actions in choosing halal items. This objective is accomplished by evaluating the factors of variable creation that affect halal product selection. 183 Muslim respon- dents in Indonesia collected data for the study by filling out questionnaires. There are nine variables in the questionnaire survey segment: personal social perception, halal certification, halal awareness, trust, subjective norms, satisfaction, attitude, religiosity, and interest. Data were obtained based on participants’ availability and willingness to participate in selecting the questionnaire. The approach used is quantitative descriptive, namely, factor analysis, to determine the factors that form variables. One of the most important results is that the nine variables were selected to create an element that significantly influences people’s behavior in choosing halal items. Next are satisfaction, personal social perception, subjective norms, attitude, halal certification, interest, trust, and halal awareness. The religiosity variable results give the most significant contribu- tion of importance in shaping the variables.


INTRODUCTION
According to Wilson, halal consumption is closely linked to Islamic tradition (Hong et al., 2019). Quoting from Bonne and Verbeke stated, Shah Alam et al., Farhan and Andriansyah that prohibitions are called halal in Islam, which means allowable in Arabic. Products that meet halal requirements are labeled on the packaging with a halal label and particularly appealing to those Muslims. They live in accordance with the nutritional laws outlined in the Quran and the Hadith. Muslim's choice to choose Halal-certified products over non-Halal-certified products is often associated with religiosity. Practicing Muslims is more likely to perceive the product's Halal attribute as a crucial factor when purchasing decisions. They feel more obliged to follow Islamic teachings than non-practitioner Muslims do (Maison et al., 2019).
Indonesia has quite a considerable number of Muslims. It gives a good perspective both nationally and internationally for the halal industry market. The 2018 population census data quoted from BPS (Badan Pusat Statistik/ Central Statistics Office) shows that Indonesia's population in 2018 was 237,641,326, and the majority (87,180 percent) of them are Muslims. So in Indonesia, there are around 207,176,162 Muslims. Because of their shifted focus, the halal goods market is wide open worldwide, from quality-oriented with no concern about halal to lifestyle with great interest in halal issuance. Items on the market should be meeting customer demand as well as their desires and ex-

LITERATURE REVIEW
Perception is the mechanism for choosing, arranging, and interpreting input information to construct an overall significant image. Knowledge can be characterized as a process of selective categorization and interpretation. The factors influencing a person's perception are the characteristics of a person in education and the situation's elements. If the topic is previously studied, a highly subjective norm can substantially impact Halal foods' purchasing intent. Research suggests that the relationship between Halal Personal Societal Perception affects purchase intention towards Halal products (Nurcahyo & Hudrasyah, 2017).
Halal-certified product is the main reason Muslim buyers buy Halal foods for daily consumption. That's because the products certified by Halal instill a sense of trust and assurance that the food products which they purchased comply with Sharia law (Zulfakar et al., 2014). Research conducted by (Nurcahyo & Hudrasyah, 2017) found that the Halal Certification relationship affects purchase intention towards Halal products. Another study conducted by (Aziz & Chok, 2013) confirmed a significant positive relationship between halal certification and the plan to buy the halal product.
Halal certification also focuses on the food, beverage, pharmaceutical, and cosmetic industries in Indonesia. It reflects Article 1 of UUJPH number 1, which states that the products referred to in this law cover goods or services relating to food, beverages, medicines, cosmetics, chemicals, biological products, genetic engineering products, and goods used or used by the community (Ridwan et al., 2020).
Consciousness is a fundamental part of human existence, describing human perception and cognitive reactions to what they eat, drink, and use conditions. Sensitivity in the halal sense means knowing something and being well aware of what is happening in food, drinks, and other halal items now. Information can thus be conceptualized in the Halal sense to provide information to raise awareness about what Muslims are permitted to eat and drink. Halal culture may be defined as a consumer's ability to identify and recall halal items in various circumstances (Nurhayati & Hendar, 2019). Results of (Patwary et al., 2018) research suggested that Halal awareness has a significant impact on the consumer's intention to buy Islamic hotel goods. Halal consciousness can be described as an act of consideration over anything permissible in Islam. Halal sensitivity is the customer's worry about food consumption, which is the critical factor in preventing something in other food items that is questionable and uncertain.
In research (Muhamad et al., 2017), the belief that a halal logo country of origin indicates the logo's credibility is positively related to the intention of considering a halal logo during the purchase of packaged food. Muslim consumers may think that countries with a predominantly Muslim population and lands with a more Islamically conservative outlook would be more serious and willing to implement Islamic regulations. Consumers may believe that halal certifiers from such countries are more trustworthy and maybe more credible than others to peace halal logos.
The subjective norm is the person's social pressure to perform an action based on the point of view of significant others (Wibowo & Ahmad, 2016). The external environment plays an essential part in directing the efforts of a person towards specific items. An example of foreign forces is a subjective norm that can be understood as the social group's pressures and expectations that belong to an individual. Based on his research, the results obtained personal standards have a significant positive relationship with halal cosmetic products (Haque et al., 2018). The behavioral purposes of consumers to carry out a particular action are a function of a subjective norm. These standards can result from what an individual has personally experienced or the information they have learned from any of their acquaintance's experiences (Garg & Joshi, 2018).
Customer satisfaction in assessing the product that was purchased is strongly related to consumer behavior. These behaviors include disseminating word-of-mouth information, intentions to buy back, and positive feedback to the company. The study (Masudin et al., 2018) indicates the relationship between halal logistics performance, the service value perceiving customer satisfaction, and customer satisfaction to customer loyalty has a positive influence.
Attitude towards behavior refers to favorable or unfavorable personal assessments for conducting the activity. Perspective may also be described as a feeling or way of thinking, which leads to an individual's actions (Patwary et al., 2018). The resulting study (Haque et al., 2010) indicated that non-Muslim consumer's perception of halal food products is affected by their attitude, subjective norm, and perceived regulation of behavior, especially in the context of Malaysia.
Religiosity is characterized as the degree to which a person is committed to the religion they profess and the teachings, such as the person's attitudes and behaviors that represent that commitment (Said et al., 2014). The study of the products that constitute various aspects of the intention to purchase Halal (Awan et al., 2015) reveals five key constructs, i.e., Halal understanding, view of the personal and the social, halal marketing, halal certifications, and religious beliefs.
This study's objective was to gather evidence on Muslim trustworthiness perceptions for Halal products and other marketing aspects-consumer interest, access to information, and willingness to spend. The findings of this study indicate that only the part of the respondents and the Spending ability is essential to their sense of trustworthiness (Zakaria et al., 2017).

RESEARCH DATA AND METHODS
The data used are primary data obtained through questionnaires.

RESULTS AND DISCUSSION
Based on the questionnaire distributed to Muslim respondents, a profile of respondents is shown in Figure 1. Figure 1 shows the respondent profile based on age classification. Most respondents are in the age range between 2-29 years. The second-highest number of respondents came from the age range below 20 years. The third position is respondents with an age range of 40-49 years. Next in the fourth position are respondents with an age range of 30 -39 years. Finally, the least number of respondents came from the age range above 50 years.
Based on the respondents' demographic profile data, the questionnaire assessment data will be processed by the respondents. The following are the steps of the test results using factor analysis.

Sampling (KMO)
, an index of the distance ratio between the correlation coefficient and the partial correlation coefficient, is the first-factor analytics assumption. The KMO value shall be deemed worthy if>0.5. The following calculation result is Bartlett's Test of Sphericity, which has a significance value <0.05, which is 0.00. Based on these results, the factor analysis's assumption test is completed and can be further analyzed.  In this study, the results of Communalities calculation support the primary research. The carried out research (Vanany et al., 2019) states that Planned Behavior Theory (PBT) identifies factors that predict and alter behavior. The variables are evaluated based on the responses, social norms, and perceived behavioral control (PBC) of an individual. Attitude refers to the degree to which a behavior is judged favorably or unfavorably. The studies revealed how religion shaped and affected food choices for consumers. Faith also impacts consumers' likes and dislikes and is reflected in the attitudes and behaviors of individuals.
Thus, the variable religiosity is the most significant variable that can explain the factors that influence Indonesia's Muslim behavior in choosing halal products. In contrast, the variable that provides the smallest contribution in solving the aspect is Halal Awareness.     Figure 2. Scree plot In Table 5. Matrix Components there is only one component that is contracted, so in Table 6. Rotated Component Matrix there are no components that can be turned.  This study's results are in keeping with other studies. As (Mathew et al., 2014) say, food is a regular necessity for humans makes consumer prospects even more promising. People of different cultural backgrounds and religions, however, have different perceptions and experiences about food. The growing concern about health in today's society promotes acceptance of halal food as it incorporates the whole concept of healthy and hygienic food consumption to encourage better health. Today's consumers are more aware of the value of safety and consequently affect their food consumption decisions. They prefer nutrition that can keep them healthy and improve their quality of life and mental state. In Islam, the use of halal food is an essential feature of faith. Diet's cultural practices and religious beliefs are complicated, but it has a common understanding among Muslims. For example, the halal logo or mark expresses and convinces Muslim customers that they are processed and prepared following Islamic requirements.

Initial Eigenvalues Extraction Sums of Squared Loadings
Factors that influence Indonesian Muslim's actions in choosing halal goods, influenced by Religiosity std , which has the highest value of 0.155. In comparison, the smallest factor for forming coefficient value in this study is the Halal Awarness std variable 0.111.
The results of this study confirm the (Sukesi & Hidayat, 2019) analysis In Indonesia, the halal industry is experiencing very rapid growth, as it has tremendous potential, particularly within the Indonesian Muslim market. Yet awareness among Indonesian society about halal products and production is still relatively far from sufficient. Although various information about the halal industry is more accessible nowadays, thanks to technology, many consumers don't know about the halal status of the products they consume and or don't want to know about it.