Exploring Consumer Purchasing Decision towards Halal Food Products among University Students in Malaysia using 4P Marketing Mix Theory

In the year 2018, the market revenue of global halal food amounted to approximately USD715 trillion and is forecasted to increase to USD2.04 trillion by year 2027. This value indicates the halal food industry is one of the fastest-growing food industries. Therefore, the objective of this study is to evaluate the factors that contribute to the consumer purchasing decision towards halal food products. This study used a deductive method with questionnaire instruments. There are four independent variables namely Product, Price, Place and Promotion. The underpinning theory is 4P Marketing Mix. This study adapts and modify in developing the measurement items. The sample is undergraduate students from universities in Malaysia. The purposive sampling techniques was selected in collecting data from respondents. The 200 respondents were choosing for this study. Next, the data analysis method is using structural equation model with partial least square. The result indicates all four variables exhibit significant and positive influence towards the purchasing decision of consumer towards halal food products. The contribution of this study is it will help food manufactures and retailing to develop and provide more customer-oriented halal food products. In addition, this study adds more contribution towards body of knowledge in halal marketing.