ANALYSIS OF FACTORS AFFECTING DEMAND FOR HALAL BREAD PRODUCTS FOR MILLENNIAL CONSUMERS

Abstract

This study aimed to examine the factors affects the millennial consumer demand in consuming bakery products (sweet bread) labeled halal. It was conducted at Sriwjaya University, Palembang with a sample of 93 respondents from a total population of 1327 people. Data retrieval method was a survey method with Purposive sampling technique. The data analysis technique used in this study was multiple linear regression analysis with the OLS method. The results of this study were (1) the prices and income had a positive and significant effect on the demand of millennial consumers in consuming halal-label bakery products. (2) The concern had a positive and insignificant effect on the demand of millennial consumers in consuming bakery products labeled halal. (3) There was no difference on the demand for millennial consumers in consuming bakery products labeled halal based on taste and method of payment.

Keywords: Islamic Demand, Income, Price, Taste, Method of Payment and Halal Concern