The Impact of Differences in Consumer Knowledge about Food Products from the Aspects of Food Quality, Food Safety, Halal, and SNI on Purchase Decisions (Study on Food and Beverage Consumers in Indonesia)

The halal logo is an important point in this study because it is considered not only by Muslim consumers but also by non-Muslim consumers (Buddhist, Hindu, Christan, and Catholic). For Muslim and non-Muslim consumers, the halal logo on product packaging maybe a reference to recognize between halal and non-halal food, as well as a guarantee of product safety, cleanliness, and quality which are highly considered by non-Muslim consumers. In addition, consuming halal food is a recommendation and obligation for all Muslims. The data was obtained based on the results of a survey to 898 consumers from various domicile areas in Indonesia. Multivariate Analysis of Variance (MANOVA) was utilized in analyzing information about the data to reach reason of this study. The results showed that consumers based on gender, religion, domicile, and profession had differences on 3 of 4 aspects including food safety, halal, and the Indonesian National Standard (SNI) label in deciding the purchase of food and beverage products. Meanwhile, consumers based on age and level of education do not pay much attention to these aspects. Therefore, this study confirms that there are 3 out of 4 aspects concepts that are the main considerations for consumers in deciding to purchase food and beverage products, to be specific food safety, halal, and the Indonesian National Standard (SNI) label.