Hedonic and Utilitarian Santri in Halal Product Consumption Behavior

Abstract

The global trend towards halal products is considered one of the driving forces for the growing popularity of Halal products among the public. One of the aspects that consumers pay attention to in consuming halal products is whether the product has hedonic or utilitarian values. Some research on hedonic and utilitarian values had been previously conducted in the context of online buying behavior but did not focus on halal products. This study aims to investigate the impact of hedonic and utilitarian values on the consumption behavior of halal products. The study uses a questionnaire survey to collect data from 180 students in Magelang Regency. Structural Equation Model- Partial Least Square (SEM-PLS) analysis was performed to test the validity and hypothesis. The study shows that hedonic and utilitarian values significantly influence the consumption of halal products. The findings of this study indicate that halal products have more important hedonic benefits than utilitarian benefits in increasing consumption behavior.