The Awareness of Millennial Generation Towards Halal-Certified Products: An Empirical Study Potentially Influencing Policy-Making


  • Ida Ayu Ketut Artami Universitas Pendidikan Nasional Denpasar
  • Sri Maryanti STIE 45 Mataram, Indonesia
  • I Gusti Ayu Oka Netrawati STIE 45 Mataram, Indonesia
  • Febrian Humaidi Sukmana Universitas Nahdlatul Wathan Mataram


Halal Awareness, Halal-Certified Products, Halal Policy, Millennial Generation


In addition to understanding the implementation of Law No. 30 of 2014 concerning Halal Product Assurance, this study also aims to ascertain the level of awareness among the millennial generation in Kota Mataram regarding halal-certified products and the influencing factors such as religious beliefs, exposure, and health motivations. Furthermore, the findings of this study are expected to provide insights for stakeholders in formulating more effective halal policies. The data for this research were collected from both secondary and primary sources. The primary data were obtained through the distribution of questionnaires to a sample of 152 respondents, and the data were analyzed using descriptive statistics. The results of this study indicate that the implementation of the aforementioned law is progressing adequately, albeit with some challenges. It was observed that the awareness of millennial generation in Kota Mataram towards halal-certified products is high, reaching 82%. However, there is a tendency for respondents to be uncertain about conducting pre-purchase checks on the halal status of products. The millennial generation in Kota Mataram exhibits a strong religious inclination, as evidenced by a religious belief score of 92%. Nonetheless, there appears to be a propensity for them to allocate insufficient time to enhance their understanding of religious matters. Furthermore, the millennial generation in Kota Mataram demonstrates a notable exposure (66%) to halal-certified products, although there seems to be a lack of consistent updates regarding information on products that are halal-certified. Lastly, concerning the association of health reasons with halal-certified products, an 81% response rate was recorded. However, it is evident that the millennial generation in Kota Mataram is somewhat hesitant to fully embrace the notion that halal-certified products guarantee health benefits and disease prevention.



Download data is not yet available.


Adam, Muhammad Ibn. “Www.Central-Mosque.Com - The Fiqh of Halal and Haram Animals,” 2016.

Ali, Adnan, Afzaal Ali, Guo Xiaoling, Mehkar Sherwani, and Sikander Hussain. “Expanding the Theory of Planned Behaviour to Predict Chinese Muslims Halal Meat Purchase Intention.” British Food Journal 120, no. 1 (January 1, 2018): 2–17.

Amalia, Fatya Alty, Adila Sosianika, and Dwi Suhartanto. “Indonesian Millennials’ Halal Food Purchasing: Merely a Habit?” British Food Journal 122, no. 4 (January 1, 2020): 1185–98.

Ambali, Abdul Raufu, and Ahmad Naqiyuddin Bakar. “People’s Awareness on Halal Foods and Products: Potential Issues for Policy-Makers - ScienceDirect,” 2014.

Awan, Hayat M., Ahmad Nabeel Siddiquei, and Zeeshan Haider. “Factors Affecting Halal Purchase Intention – Evidence from Pakistan’s Halal Food Sector.” Management Research Review 38, no. 6 (January 1, 2015): 640–60.

Aziz, Yuhanis Abdul, and Nyen Vui Chok. “The Role of Halal Awareness, Halal Certification, and Marketing Components in Determining Halal Purchase Intention Among Non-Muslims in Malaysia: A Structural Equation Modeling Approach: Journal of International Food & Agribusiness Marketing: Vol 25, No 1,” 2013.

Bashir, Abdalla Mohamed. “Awareness of Purchasing Halal Food among Non-Muslim Consumers: An Explorative Study with Reference to Cape Town of South Africa.” Journal of Islamic Marketing 11, no. 6 (January 1, 2019): 1295–1311.

———. “Effect of Halal Awareness, Halal Logo and Attitude on Foreign Consumers’ Purchase Intention.” British Food Journal 121, no. 9 (January 1, 2019): 1998–2015.

Elasrag, Hussein. “Halal Industry: Key Challenges and Opportunities.” MPRA Paper, January 13, 2016.

Farah, Maya F. “Consumer Perception of Halal Products An Empirical Assessment Among Sunni versus Shiite Muslim Consumers.” Journal of Islamic Marketing, 2020, 1759–0833. 10.1108/JIMA-09-2019-0191.

Handriana, Tanti, Praptini Yulianti, Masmira Kurniawati, Nidya Ayu Arina, Ratri Amelia Aisyah, Made Gitanadya Ayu Aryani, and Raras Kirana Wandira. “Purchase Behavior of Millennial Female Generation on Halal Cosmetic Products.” Journal of Islamic Marketing 12, no. 7 (January 1, 2020): 1295–1315.

Jaiyeoba, Haruna Babatunde, Moha Asri Abdullah, and Abdul Razak Dzuljastri. “Halal Certification Mark, Brand Quality, and Awareness: Do They Influence Buying Decisions of Nigerian Consumers?” Journal of Islamic Marketing 11, no. 6 (January 1, 2019): 1657–70.

Kahn, Mohd Imran, and Abid Haleem. “Understanding ‘Halal’ and ‘Halal Certification & Accreditation System’- A Brief Review.” Google Scholar, 2016.

Katuk, Norliza, Ku Ruhana Ku-Mahamud, Kalsom Kayat, Mohd. Noor Abdul Hamid, Nur Haryani Zakaria, and Ayi Purbasari. “Halal Certification for Tourism Marketing: The Attributes and Attitudes of Food Operators in Indonesia.” Journal of Islamic Marketing 12, no. 5 (January 1, 2020): 1043–62.

Kemenag. “Sertifikasi Halal Gratis 2023 Dibuka, Ada 1 Juta Kuota.” Accessed July 1, 2023.

Kurniawati, Dwi Agustina, and Hana Savitri. “Awareness Level Analysis of Indonesian Consumers toward Halal Products.” Journal of Islamic Marketing 11, no. 2 (January 1, 2019): 522–46.

Latif, Ismail Abd, Zainal Abidin Mohamed, Juwaidah Sharifuddin, Amin Mahir Abdullah, and Mohd Mansor Ismail. “A Comparative Analysis of Global Halal Certification Requirements: Journal of Food Products Marketing: Vol 20, No Sup1,” 2014.

Marmaya, NH, Za Zakaria, and Mohd Nasir Mohd Desa. “Gen Y Consumers’ Intention to Purchase Halal Food in Malaysia: A PLS-SEM Approach.” Journal of Islamic Marketing 10, no. 3 (January 1, 2019): 1003–14.

Mat, Nik Kamariah Nik, Yaty Sulaiman, Noor Hasmini Abd Ghani, and Maliani Mohamad. “Halal Consumption Pattern Determinants: Sequential Mediating effects of Muslim Lifestyle, Trust and Risk Perception.” The Journal of Social Sciences Research, 2018, 444-453:6.

Muslim Pro & Qalbox - Bantuan. “Top 10 Populasi Umat Muslim Terbesar di Dunia,” February 15, 2017.

Nurhayati, Tatiek, and Hendar Hendar. “Personal Intrinsic Religiosity and Product Knowledge on Halal Product Purchase Intention: Role of Halal Product Awareness.” Emerald Insight, 2019.

Rachmawati, Erny, Suliyanto, and Agus Suroso. “A Moderating Role of Halal Brand Awareness to Purchase Decision Making.” Journal of Islamic Marketing 13, no. 2 (January 1, 2020): 542–63.

Schiffman, L.G, and L.L Kanuk. Consumer Behavior. 9 Edition. London: Prentice Hall, 2007.

Usman, Hardius, Chairy Chairy, and Nucke Widowati Kusumo Projo. “Between Awareness of Halal Food Products and Awareness of Halal-Certified Food Products.” Journal of Islamic Marketing 14, no. 3 (January 1, 2021): 851–70.

———. “Impact of Muslim Decision-Making Style and Religiosity on Intention to Purchasing Certified Halal Food.” Journal of Islamic Marketing 13, no. 11 (January 1, 2021): 2268–89.

Vanany, Iwan, Jan Mei Soon, Anny Maryani, and Berto Mulia Wibawa. “Determinants of Halal-Food Consumption in Indonesia.” Journal of Islamic Marketing 11, no. 2 (January 1, 2019): 507–21.

Yusoff, Siti Zanariah, and Nor Azura Adzharuddin. “Factor of Awareness in Searching and Sharing of Halal Food Product among Muslim Families in Malaysia.” SHS Web of Conferences 33 (2017): 00075.

Other reference sources

Badan Pusat Statistik. Accessed July 2, 2023.

Pemeriksaan Kehalalan Produk | LPPOM MUI, July 6, 2022.

Sertifikasi Halal | Halal MUI | LPPOM MUI, June 22, 2022.

Top 10 Populasi Umat Muslim Terbesar di Dunia, Muslim Pro & Qalbox - Bantuan, February 15, 2017,



How to Cite

Artami, I. A. K., Maryanti, S., Netrawati, I. G. A. O., & Sukmana, F. H. (2023). The Awareness of Millennial Generation Towards Halal-Certified Products: An Empirical Study Potentially Influencing Policy-Making. Jurnal IUS Kajian Hukum Dan Keadilan, 11(2).

Most read articles by the same author(s)