HALAL LOGO AND

FACTORS AFFECTING
CUSTOMER’S CONFIDENCE
ON FOODS OUTLET IN
JOHOR BAHRU’S
SHOPPING COMPLEX
AHMAD ATIQ BIN KHALIDI
(MBS161116)
 ‘Halal’ is derived from Arab words which
can be translated literally meaning lawful
or permissible.
Whilst the opposite of ‘Halal’ is ‘Haram’
which means unlawful, not permissible or
Research prohibited.
Background) Another important concept is ‘ Toyyiban’
which include the safety and hygiene of f
the food to ensure its safety for
consumption.
The Process of Halal Certification in
Malaysia is under the authority of
Department Of Islamic Development
Malaysia (JAKIM)
  Researchers such as
Mohamed et (2008) and
Roslina Ali et al. (2014) focus
their research to a small
district in a state.
 Some focus on specifically
the Halal logo (Aiedah Abdul
Research Problems Khalek & Ros Aiza Mohd
Mokhtar, 2016).
 (Baş, Yüksel, & Çavuşoǧlu,
2007) focus on the safety of
the food products that are
produce by manufacturers.
Research Gap

 Geographical gap: Studies by Roslina Ali et al. (2014) and Mohamed et (2008) are
limited in small district in Malaysia only.
 Demographic gap: Although (Aiedah Abdul Khalek & Ros Aiza Mohd Mokhtar, 2016)
studied the perceptions of Halal Certification in Malaysia, the study on other factors is
not included and it only focus on a specific Generation Y.
 Specific research that studies the environment in the state of Johor in currently non-
existent.
 Research Question

 Does the availability of Halal Logo at food outlet in Johor Bahru’s

shopping complex affect customer’s confidence in buying?
 Does food safety and health conscious of food in food outlet in
Johor Bahru’s shopping complex affect customer’s confidence in
buying?
 Does the level of knowledge on Halal concept affect customer’s
confidence in buying food in Johor Bahru shopping complexes?
 Research Objective
 To study relationship of the availability of
Halal Logo on food outlets in Johor Bahru’s
shopping complex food outlet with
customer’s confidence in buying.
 To study relationship of food safety and
health conscious of food outlets in Johor
Bahru’s shopping complex food outlet with
customer’s confidence in buying.
 To study the relationship of level of
knowledge on Halal concept affect
customer’s confidence in buying food in
Johor Bahru shopping complexes
 Significance of Study

 Through this research, the gaps of research

done regarding Halal food can be filled in
the future by more research.
 Hopefully this research could act as a
reminder to these food outlets operator that
the consumers in Malaysia has become
more aware regarding the food products
provided by these sellers and they gives
more emphasize on the Halalness of food
that they consume.
 Scope of Study

 The scope of this study is the

consumers and visitors of food
outlets located inside Johor
Bahru’s shopping complexes.
There are no limitations or
restriction given to the race,
religion or gender for the
respondents of this research.
 AVAILABILITY
OF HALAL LOGO

LEVEL OF
FOOD SAFETY
KNOWLEDGE
Research ON HALAL
AND HEALTH
CONSCIOUS
CONCEPT
Framework
CUSTOMER'S
CONFIDENCE
Study Method

 Quantitative method

 Cross-sectional design
Instrument of Study

 Questionnaires:
1. Paper-based
2. Online-based (E-Mail & Whatsapp)
Sample Size

 350 permanent working people.

 According to Krejce and Morgan table the sample size
of between 181 to 186 is required
 Respondents received 183, 11 samples are abandoned.
 Total of respondents: 172
 Data Analysis

 Using SPSS
 Descriptive analysis
 Pearson’s Correlation tests
RESULT OF ANALYSIS

 OVERALL DEMOGRAPHIC
 The result shown are from 172 respondents received by the author.
 The number of male and female respondents is evenly distributed as per
the table shows.
 As for the age group, most of the respondents consist from the age group
of 18 – 25, while the lowest respondents comes from the age group of 34 –
40.
 Most of the respondents are either single (84%) or married (81%).
 Most of the respondents are Malays (58.1%) and from the Islamic Faith
(58.7%).
 As for level of education of respondents, most of them have a diploma or
degrees (75.0%).
Mean & Standard Deviation

 Based on the table below, the statement with the highest mean score is ‘JAKIM’s Halal logo
is trustworthy and I am confident in it’ possess the highest Mean score of 4.2384. As for the
statement, ‘I always check the Halal Logo before purchasing any food products from food
outlets’ it possess the lowest Mean score of 4.0116.
 As for standard deviation score, the statement with the highest standard deviation score of
1.04287 is ‘I always check the Halal Logo before purchasing any food products from food
outlets’ while the statement with the lowest standard deviation score of 0.74624 is ‘JAKIM’s
Halal logo is trustworthy and I am confident in it’.
Statement Minimum Maximum Mean Standard
Deviation
AVLB1 2.00 5.00 4.0756 0.83076
AVLB2 2.00 5.00 4.1977 0.79941
AVLB3 1.00 5.00 4.0116 1.04287
AVLB4 3.00 5.00 4.2384 0.74624
 Based on the table below, the statement of ‘Food that is free from harmful
materials should be served in Halal food outlets’ possess the highest Mean
score of 4.7733. as for the statement ‘Halal food outlet provide satisfying
level of nutritional food’ possess the lowest Mean score of 3.6395.
 As for standard deviation score, the statement with the highest standard
deviation score of 0.75568 is ‘Halal food outlet provide a satisfying level
nutritional food’ while the statement with the lowest standard deviation
score of 0.45983 is ‘Food that is free from harmful materials should be
served in Halal food outlets’.
Statement Minimum Maximum Mean Standard
Deviation
FSAFETY1 1.00 5.00 3.6395 0.75568
FSAFETY2 3.00 5.00 4.7500 0.49707
FSAFETY3 1.00 5.00 3.6512 0.75343
FSAFETY4 3.00 5.00 4.7500 0.49707
FSAFETY5 3.00 5.00 4.7733 0.45983
 Based on the table below, the statement of ‘JAKIM are particularly focussed on raw
materials used in making food products before certifying the food outlets with Halal
certification.’ possess the highest Mean score of 4.7442. As for the statement
‘Chemically produced artificial flavourings cannot be used extensively in Halal food
outlets.’ possess the lowest Mean score of 3.6105.
 . As for standard deviation score, the statement with the highest standard deviation
score of 0.77409 is ‘Halal not only refers to food products that contain alcohol or
pork.’ while the statement with the lowest standard deviation score of 0.49997 is
‘JAKIM are particularly focussed on raw materials used in making food products
before certifying the food outlets with Halal certification’.

Statement Minimum Maximum Mean Standard

Deviation
HKNOWLEDGE1 1.00 5.00 4.2093 0.77409
HKNOWLEDGE2 3.00 5.00 4.2500 0.70192
HKNOWLEDGE3 1.00 5.00 3.6105 0.73708
HKNOWLEDGE4 3.00 5.00 4.7442 0.49997
 Based on the table below, the statement of ‘I have a peace of mind when
purchasing food from Halal food outlet.’ possess the highest Mean score of
4.1744. As for the statement, ‘I believe authorities routinely check food
outlets with Halal logo.’ possess the lowest Mean score of 3.2907.
 As for standard deviation score, the statement with the highest standard
deviation score of 0.95748 is ‘I have a peace of mind when purchasing
food from Halal food outlet’ while the statement with the lowest standard
deviation score of 0.76267 is ‘I believe authorities routinely check food
outlets with Halal logo’.
Statement Minimum Maximum Mean Standard
Deviation

CCNFDCE1 3.00 5.00 4.1512 0.88546

CCNFDCE2 1.00 5.00 3.2907 0.76267
CCNFDCE3 2.00 5.00 4.1744 0.95748
CCNFDCE4 2.00 5.00 4.1628 0.95342
 The ANOVA result from this research is shown in the table below:

 Based on the ANOVA table above, the p-value shows 0.000 which is lower
than 0.05. thus it indicates that there is a statistically significant between
the independent variables and the dependent variable. ANOVA result
from this research is shown in the table below:
 Correlation Coefficient Analysis
 Model Summary (Predictors: (Constant), availability of Halal Logo)

Model R R Square Adjusted R Std. Error of the

Square Estimate

1 .782a .612 .610 .57753

a. Predictors: (Constant), AVLBMAIN

 In according to Pearson correlation methods, it proves that r is 0.782, which

is designated that there is a strong positive relationship between the
availability of Halal Logo (AVLBMAIN) to the customer’s confidence when
buying foods (CCNFDCMAIN).
  Model Summary (Predictors: (Constant), Food safety and Health Conscious
of Food)

Model R R Square Adjusted R Std. Error of the

Square Estimate
1 .381a .145 .140 .85738
a. Predictors: (Constant), FSAFETYMAIN

 In according to Pearson correlation methods, it proves that r is 0.381, which

is designated that there is a medium positive relationship between the
food safety and health conscious of food (FSAFETYMAIN) to the customer’s
confidence when buying foods (CCNFDCMAIN).
 Model Summary (Predictors: (Constant), Level of Knowledge on Halal
Concept)

Model R R Square Adjusted R Std. Error of the

Square Estimate
1 .747a .557 .555 .61687
a. Predictors: (Constant), HKNOWLEDGEMAIN

 In according to Pearson correlation methods, it proves that r is 0.747, which

is designated that there is a strong positive relationship between levels of
knowledge on halal concept (HKNOWLEDGEMAIN) to the customer’s
confidence when buying foods (CCNFDCMAIN).
  Model Summary (Predictors: (Constant), all independent variables)

Model R R Square Adjusted R Std. Error of the

Square Estimate
1 .826a .683 .677 .52552
a. Predictors: (Constant), HKNOWLEDGEMAIN, FSAFETYMAIN, AVLBMAIN

 The R square or the coefficient of determination of 0.683 confirms the

independent variable and reveals that 68.3% of the respondents
perceived the factors mention in the independent variables of the
availability of Halal logo, food safety and health conscious of foods as well
as level of knowledge on the Halal concept increase the level of
confidence of respondents when purchasing and dining in food outlets
located in Johor Bahru’s shopping complexes. )
Major Findings of Research

 Based on the findings of the research, it can be concluded that:

 There are statistical significance between the availability of Halal Logo at

food outlets in Johor Bahru’s shopping complexes and customer’s
confidence in buying
 There are statistical significance between the food safety and health
conscious of food in food outlets in Johor Bahru’s shopping complexes and
customer’s confidence in buying
 There are statistical significance between the level of knowledge on Halal
concept and customer’s confidence in buying food in Johor Bahru
shopping complexes.
Limitations of Study

 The sampling size for this research is still too small to be considered the
general perception of the population of customers of food outlets to Johor
Bahru’s shopping complexes.
 The time constraint while conducting this research as a comprehensive
research
Thank You