Halal Food Consumption in the New Normal Era: An Analysis of Muslim Preferences

Abstract

Halal is the foundation of Islamic values that is part of the lifestyle of modern society. Moreover, halal food is also the most important part of every Muslim's life because consuming halal food affects the behavior of Muslims. In addition, after the COVID-19 pandemic, Muslims are more aware of the halal consumption, that is consuming permiaaiblw foods according to Islamic law, and tayib or healthy foods. The purpose of this study is to analyze the influence of social, cultural, psychological, and personal community preferences on halal food after the COVID-19 pandemic. This research uses quantitative methods with multiple regression analysis. The population of this study was the residents of Semarang City with a research sample of 100 respondents. The results of this study showed that personal, social, psychological, and cultural factors influenced 54.1% of halal food consumption