Pertimbangan Konsumen Muslim Terhadap Produk Makanan UMKM Tanpa Label Halal: Studi Kasus di Kota Surabaya

Abstract

This study employs a qualitative descriptive methodology. Data were collected through online interviews conducted via WhatsApp. Eight respondents who were Muslim consumers were selected using purposive sampling. In addition to interviews, the researchers collected supplementary written information. The collected data were analyzed using the Miles and Huberman method, which consists of several stages, including data reduction, data display, and conclusion drawing. The findings indicate that consumers do not always perceive products without halal labels as problematic. Instead, they consider six different approaches when making purchasing decisions: trusting the company or seller, independently examining the safety of ingredients, considering opinions from friends and neighbors, paying attention to the circumstances at the time of purchase, carefully following religious guidance, and considering various factors such as price, taste, and product cleanliness. These six patterns work together and mutually reinforce one another, helping consumers make purchasing decisions based on specific circumstances rather than relying solely on two clear-cut choices. The study demonstrates that when an official halal label is absent, Muslim consumers seek alternative ways to ensure that a product is halal, which has important implications for understanding Muslim consumer considerations in purchasing decisions.