Analysis of Willingness to Buy A Safe, Healthy and Whole Halal Beef Product

Abstract

This study analyzes the factors of attitude, trust, product attribute, perceived risk, and traceability on willingness to purchase beef products. This analysis needs to be understood first by the company as it will provide information on a process safe, healthy, whole, and halal beef (ASUH). Factors that affect the willingness of consumers to purchase beef products will be considered in developing other systems and procedures to support the implementation of a better system. This research method used a survey by distributing questionnaires to respondents who consumed the product. The results of this study indicated that product attributes and traceability affected consumers' willingness to purchase. Attitude variables, trust, perceived risk did not affect consumers' willingness to purchase.

Keywords: Attitude, trust, product attribute, perceived risk, traceability

DOI: 10.7176/EJBM/13-8-06

Publication date: April 30^th 2021