Abstract:

Indonesia is a country with a majority Muslim population. With a population of 220 million people, Indonesia is a very potential market. Cause problems arise because of people's difficulties in choosing products with the presence of halal labels or not. Especially for business actors, where it is necessary to check halal materials for their production. In choosing a product, consumer behavior becomes a determining factor whether the product will be purchased or not. As an entrepreneur, of course, they must be selective so that consumers will buy the products we sell later. After conducting research on three beverage businesses in the region of Yogyakarta, this research obtained the fact that the three businesses had checked halal labeling on their business materials. With the target of the Muslim student market the Islamic university makes the three business actors careful in selecting materials. The main factors that influence the purchase of materials by businesses are trends, promotions and potential opportunities. As a beverage business, the three businesses now prove that halalness of ingredients can add long-term opportunities to their business.

Keywords: