Purchase intention of imported halal products among muslim consumers in Terengganu

The activity of importing goods is increasing to fulfil the demand of the local community and to establish relationships with other industries from abroad. Malaysia as a majority Muslim population consumes halal elements in each product. However, the issue arises when there are some Muslim consumers neglecting aspects of halal in choosing the
imported product. The purpose of this study is to examine the determinants of purchase intention on imported halal products among Muslim consumers in Terengganu. This study employed a quantitative method where a questionnaire is used as a method in data collection by examining the relationship between awareness, attitude, subjective norm, perceived behavioral control and religiosity with purchase intention of imported halal products. The sample study consists of 148 of the JHEAT staff as Muslim consumers and the data was analyzed using SPSS version 25. The finding of this study reveals that there
is a moderately high in level of awareness toward imported halal products. Furthermore, all five variables have a positive relationship on the purchase intention of the imported halal product. The result also found subjective norm, religiosity and perceived behavioral control are the most influential determinant of purchase intention toward imported halal products among Muslim consumers. Hence, this study will help marketers to identify the behavior of consumers. It is also beneficial for the international manufacturing industries because they can provide products that meet the criteria of Muslim consumers needs and
develop an effective marketing strategy for potential consumers in Malaysia. The future study can be improved by being conduct with specific international products or to the public people and examining other factors of purchase intention in imported halal products.