THE DYNAMICS OF HALAL FOOD SECTOR IN MALAYSIA: INSIGHTS INTO CONSUMER PERCEPTION, PURCHASING BEHAVIOR, AND INFLUENCER MARKETING

This study explores consumer perceptions of halal food product purchasing behavior and the significant role of marketing influencers in Malaysia. The primary objective is to understand how these factors interact to influence purchasing decisions within the halal food sector. A systematic literature review was conducted, adhering to the guidelines set by Petticrew and Roberts (2006), to analyze previous studies related to the topic. The study employed foundational theories, specifically the Theory of Reasoned Action (TRA) and Social Influence Theory, to establish a robust framework for understanding consumer behavior dynamics. Findings reveal that consumer perceptions are shaped by religious beliefs, brand trust, and health considerations, with marketing influencers playing a crucial role in enhancing brand visibility and trust through authentic connections with their audiences. The study concludes that effective marketing strategies in the halal food sector must align with consumer values and leverage the credibility of influencers to foster brand loyalty and drive sustainable growth.