Riset ini bertujuan memberikan insight strategis mengenai perilaku konsumen Muslim di Indonesia, khususnya terkait persepsi halal dan bagaimana konsumen mengambil keputusan pembelian. Dengan memahami pola berpikir, preferensi, dan faktor yang membentuk penilaian terhadap kehalalan sebuah brand, perusahaan dapat memposisikan diri secara lebih kompetitif di kategori masing‑masing.
Method
Penelitian dilakukan melalui wawancara tatap muka terhadap 1.800 responden di enam kota besar (Jakarta, Surabaya, Semarang, Medan, Makassar, dan Balikpapan) menggunakan metode Multistage Random Sampling pada Juni 2025. Pendekatan ini memastikan gambaran perilaku konsumen Muslim yang representatif dan relevan bagi pengambilan keputusan brand.
Key Insights
Studi ini menghasilkan pemahaman menyeluruh terkait persepsi dan perilaku konsumen Muslim, mencakup dampak logo halal terhadap pilihan produk, evaluasi kinerja brand melalui awareness–usage–loyalty, serta analisis lanjutan seperti conversion rate, brand switching, brand mapping, dan kebiasaan media. Selain itu, penelitian ini menghadirkan Top Halal Index, yaitu pemeringkatan brand berdasarkan persepsi kehalalan dan tingkat kepercayaan konsumen, memberikan benchmark yang jelas untuk melihat posisi brand di pasar halal Indonesia.
"IHATEC Marketing Research provided a highly professional
service, with attentive and prompt responses at every stage
of our research collaboration.
I was also impressed by their ability to deliver affordable,
high-quality in-person surveys."
"IHATEC's Top Halal Index survey help us understand the level of consumer trust in the quality and halal integrity of Kopi Kenangan’s products, while also reinforcing our commitment
to continuously improve our quality and service."
"IHATEC's research and analysis helped us better understand
customer behavior and refine our marketing and service
strategies. They were responsive, and delivered insights that
were clear and immediately actionable."
"The Top Halal Index survey gave us clear visibility into how
Indonesian consumers trust and view our brands. The insights
help us stay aligned with expectations for quality and halal
assurance."
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