Product Demand Behavior among Islamic Economics Students: The Roles of Religiosity, Price Perception, and Consumer Preference

Abstract

This study investigates the simultaneous and partial effects of religiosity, price perception, and consumer preference on halal product demand behavior. Utilizing a quantitative explanatory design, data were collected via a structured Likert-scale questionnaire from 64 Islamic Economics students at STAI Al-Ittihad Cianjur, selected through purposive sampling. Data analysis was performed using classical assumption tests, Pearson correlation, and multiple linear regression in SPSS. The findings indicate that the regression model is statistically significant, with the predictors jointly explaining 50.7% of the variance in demand behavior. However, partial regression testing reveals that consumer preference is the sole significant direct predictor, whereas religiosity and price perception demonstrate no direct significant effects at the 5% level. These results suggest that religiosity operates primarily as a distal factor absorbed into concrete consumer preferences. Halal industry practitioners should focus on cultivating brand preferences and product attributes tailored to educated young Muslim consumers rather than relying solely on religious sentiments or price strategies.