The Influence of Media Exposure, Religious Beliefs, Self-Identity, and Health Reasons on Halal Awareness in Halal Food Products: Case Study of Yogyakarta Muslim Students

Abstract

A Muslim is commanded by Allah SWT to consume halal and good (tayyib) food and drink. Discussion regarding halal awareness is continuing and developing, especially in Indonesia with a total Muslim population of around 87.20% of the total population of Indonesia. Yogyakarta as a good and religious city can provide a suitable atmosphere for Muslim students as future generations of practicing Islam. This study aims to determine the effect of media exposure, religious beliefs, self-identity, and health reasons on the halal awareness of Yogyakarta Muslim students. The research method used is the associative quantitative method. The population of this research is Yogyakarta Muslim students. The data collection method used questionnaires via Google Forms with a total of 102 respondents from a sample of Muslim students UGM, UNY, UIN SUKA, UMY, UAD, and STEI Hamfara Yogyakarta. The data analysis technique used a purposive sampling technique which was tested with multiple linear regression tests using the SPSS version 26 application. The results of this study were media exposure did not partially affect halal awareness, while religious beliefs, self-identity, and health reasons partially affected halal awareness. The four variables simultaneously influence halal awareness in Yogyakarta Muslim students.