The Influence of Religiosity and Price Sensitivity on Muslim Higher Education Institution Students’ Intention to Purchase Halal Products in Selangor

The rapid expansion of the halal industry, coupled with the extensive use of social media, has increased the availability of various products in the marketplace, including those without halal certification or with questionable halal status. In addition, many products manufactured by Small and Medium Enterprises (SMEs) have yet to obtain halal certification, creating uncertainty among Muslim consumers. Accordingly, this study aims to examine the relationship between religiosity, price sensitivity, and the intention to purchase halal products, as well as to determine the influence of these factors among Muslim students enrolled in Higher Education Institutions (HEIs) in Selangor. A quantitative research design was employed using a structured questionnaire administered to 205 respondents selected through purposive sampling. The collected data were analysed using the Statistical Package for the Social Sciences (SPSS) version 29, employing descriptive statistics, reliability analysis, Pearson correlation analysis, and multiple linear regression analysis. The findings reveal that both religiosity and price sensitivity have significant positive relationships with the intention to purchase halal products. Furthermore, the regression analysis demonstrates that religiosity and price sensitivity significantly predict Muslim students’ intention to purchase halal products. Overall, these findings identify religiosity and price sensitivity as important determinants of halal purchasing intention among Muslim university students. The findings provide valuable insights for halal product manufacturers, Small and Medium Enterprises (SMEs), halal certification authorities, and researchers in strengthening the sustainable development of Malaysia's halal industry.

Religiosity; Price Sensitivity; Purchase Intention

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