Consumer Preferences and the Impact of Halal Labeling on Beef Purchasing Decisions in Modern Market Segments

Authors

• I Putu Gede Didik Widiarta, Department of Animal Science, Faculty of Agriculture, Mulawarman University, Samarinda, IndonesiaFollow
• Amalina Nur Wahyuningtyas, Department of Animal Science, Faculty of Agriculture, Mulawarman University, Samarinda, IndonesiaFollow
• Andi Nurmasytha, Department of Animal Science, Faculty of Agriculture, Mulawarman University, Samarinda, IndonesiaFollow
• I Gede Arie Mahendra Putra, Department of Food Technology, Faculty of Agricultural Technology, Udayana University, Badung, IndonesiaFollow

Author ORCID Identifier

I Putu Gede Didik Widiarta, https://orcid.org/0009-0005-0855-9807

Amalina Nur Wahyuningtyas, https://orcid.org/0000-0001-9604-8575

Andi Nurmasytha, https://orcid.org/0009-0005-7810-965X

I Gede Arie Mahendra Putra, https://orcid.org/0000-0001-9287-7122

Abstract

Global demand for halal-certified products is rapidly increasing, underscoring the importance of understanding consumer preferences and the impact of halal labelling on purchasing decisions. This study examines the relationship between halal labelling, consumer trust, and purchasing behaviour of beef in modern markets in East Kalimantan, Indonesia. A quantitative survey was conducted with 400 respondents from diverse demographic backgrounds. The results show that 75% of consumers prefer halal-certified beef, with 80% perceiving halal labels as indicators of superior product quality and safety. Logistic regression analysis revealed that consumers who trust halal labels are 2.5 times more likely to purchase halal-certified beef compared to non-halal alternatives. Additionally, 70% of respondents demonstrated a good understanding of halal principles, while 30% showed limited knowledge, indicating the need for targeted educational efforts. This research emphasises the dual role of halal labelling as both a religious requirement and a marker of product integrity. The findings offer practical implications for producers, marketers, and policymakers to enhance halal product promotion strategies and consumer education, particularly targeting younger, health-conscious demographics. These insights contribute to strengthening halal product markets in culturally diverse regions.

Recommended Citation

Widiarta, I Putu Gede Didik; Wahyuningtyas, Amalina Nur; Nurmasytha, Andi; and Putra, I Gede Arie Mahendra (2026) "Consumer Preferences and the Impact of Halal Labeling on Beef Purchasing Decisions in Modern Market Segments," Jurnal Ilmu Ternak Universitas Padjadjaran: Vol. 26: No. 2, Article 1.
DOI: https://doi.org/10.24198/jit.v26i2.58657
Available at: https://journal.unpad.ac.id/jitunpad/vol26/iss2/1