Halal Certification for NU Muslim in Boyolali Regency : A Study on Purchasing Decision of Alwahida Neutralizer Herbal Product, Indonesia

This study used an explanatory research type with a quantitative approach. The sample used in this research was 96 respondents who were NU Muslim consumers of HPAI products in Boyolali regency by using purposive sampling. Data collection methods used in this study were the halal certification questionnaire that included dimensions of sharia, ideology, science, experience, and practice. Technique of data analysis used in this research was descriptive analysis and simple linear regression analysis. The results of the study showed that halal certification did not have a significant influence on purchasing decisions. It was proven by the value of the halal certification count of 1,715 <t-table 2.2791 and the significance of 0.90> 0.05.

One of the herbal products that have been registered with LPPOM MUI and halal certification is PT Herbala Penawar Alwahida Indonesia, which is later known as HPAI. HPAI is the provision of halal and quality goods products, making HPAI one of the Halal network business companies in Indonesia. HPAI, based on the company's establishment certificate, was officially established on March 19, 2012 (https://hni.net/profile). One of the achievements that have been obtained by PT HNI-HPAI is getting a certificate of appreciation as "The Best Trusted Multi-Level Company of the Year" on 11 November 2016 (https://hni.net/profile).
In line with the increasing of public awareness regarding the use of halal products, there have been many previous studies that have discussed the public interest or intention in buying products labeled halal. Aisyah (2016) states that the intention and decision to buy halal products and personal care products will be higher if consumers are motivated by carrying out their religious obligations to consume halal products. Moreover, previously no one has released the idea of halal in cosmetics and the increased awareness of middle-class Muslims about compliance with religious rules have turned halal into a lifestyle (Yuswohadi, Madyani, Herdiansyah, & Alim, 2014). Wahyu Widyaningrum's (2016) premium research shows that the halal label has a significant and positive influence on Wardah product purchasing decisions. The results of Suki's (2014) research explain that celebrity expertise and brand attitudes affect the purchase of halal products for Muslim consumers. Besides, the intention to purchase halal cosmetics is also influenced by product quality, halal brand imag, satisfaction, trust, and loyalty of halal brands (Ali, Xiaoling, & Sherwani, 2018). Meanwhile, according to Rahman, Asrarhaghighi, & Rahman (2015), the intention to purchase halal cosmetics is influenced by religiosity, knowledge, and attitude. Thus this study aims to analyze the factors influencing the purchase of halal cosmetics.
Muslims, especially NU membrs, still remember halal and haram when they are about to consume anything with the lack of products labeled halal. There are various choices of herbals, but not all are certified halal. To answer this, it is necessary to conduct research on the behavior of NU Muslim consumers in Boyolali Regency towards Indonesian Alwahida Herbal Neutralizer Products.

Muslim Consumer Behavior
Consumer behavior is influenced by cultural, social, personal aspects, and psychological characteristics. Cultural factors are considered to have the greatest influence on a person's desire and behavior. Religion is a key element in life culture that influences purchasing behavior and decisions (Assadi 2003, Esso and Sally 2004, Delener 1994, Babakus et al 2004, Cornwell 2005. Religion is a system of beliefs and practices by which a group of people interprets and responds to what they feel is supernatural and sacred (Johnstone, 1975 quoted from Shafie & Othman, 2008). In general, religion regulates what is allowed and what is forbidden to do, including consumption behavior (Shafie & Othman, 2008). Cloud (2000), Fam et al (2004), and also Wirthington (1988) state that religion is a belief and values in interpreting life that is expressed into a habit. Religion can influence consumer behavior and attitude in general (Delener 1994, Pettinger et al 2004, especially in purchasing decision and eating habit . As stated by Schiffman and Kanuk (1997), which states that the decision to buy is influenced by their religious identity (quoted from Shafie & Othman, 2008). Therefore, as a follower of Islam, the decision to choose and buy goods will not only pay attention to the needs and costs, but the most important thing is to what extent the goods consumed will provide maximum goodness (Center for Islamic Economics Studies and Development, 2008).

Halal and Haram in Islam
Qardhawi (2003)       Then the t-test is carried out to test the significance of the effect of halal certification on purchasing decisions partially.

RESEARCH FINDINGS AND DISCUSSION
Researcher asked questions through questionnaires to 96 NU Muslim respondents in Boyolali Regency regarding aspects of halal certification.
This question contains five dimensions; those are (Glock and Stark in Reitsma, 2006): ritual (syari'ah), ideological (aqidah), intellectual (knowledge), experience or appreciation (experient), and consequential dimensions (practice). The decision to buy halal products referred to in this research is the best conclusion for individual consumer to make purchases based on the decision-making process that they have been through, including individual consumer actions in buying products related to the halal label (Kotler, 2009).
The Likert scale is used as a variable measurement tool, using an interval scale in the form of a checklist (Cohen, Manio, and Morrison, 2011). Each respondent was asked to indicate his or her approval or disagreement on each statement on a scale between 1 (strongly disagree) to 10 (Strongly agree).
The ritual dimension (sharia) does not have a significant influence on purchasing decisions for the HPAI. The results of the respondents' answers to the statements in the ritual dimension have a fairly high average value, namely 8.75. This means that respondents are obedient in carrying out religious orders, by choosing halal goods to fulfill their daily needs. However, this dimension does not have a significant influence on consumer's purchasing decisions for halal products. This is because respondents think that choosing products that are labeled halal is indeed an obligation, regardless of their decision to buy HPAI halal products.
Ritual dimensions appear in concrete matters and are directly related to the implementation of religious orders, while the decision to purchase halal products is more directed at muamalah activities that do not involve religious rituals in the implementation.
The ideological dimension does not have a significant influence on the decision to purchase HPAI halal products. The results of respondents' answers to statements in the ideological dimension have a very high average value of 8.78. This means that respondents have the belief that it is proper to label a product as halal and that halal certification on HPAI products is officially issued by MUI. However, this dimension does not have a significant influence on consumer's purchasing decisions for HPAI halal products. This is because respondents think that the legality of MUI is no longer questionable, in purchasing decisions, it is perceived as a muamalah activity that is not directly related to the ideological aspect and not a belief (ideology) that must be maintained and fulfilled.
The intellectual and experience dimensions do not have a significant influence on the purchasing decision of HPAI halal products, even though the average value of respondents' statements for these two dimensions is quite high, 8.65 and 8.57. Respondents' statements for these two dimensions have a moderate average value among other dimensions.
Respondents' answers indicated that they accept Islamic truth about the prohibition of using haram products. The inculcation of Islamic teachings was obtained before, not from strong logical arguments and thoughts.
Respondents' answers to statements about efforts to increase understanding of religion and increase religious knowledge through scientific activities or reading religious books were also relatively low. This shows that because of their reluctance to add insight and religious knowledge, most respondents also do not understand the essence of the importance of the halal product. In general, as long as a product does not contain pork, it is considered halal. Whereas in fact, many food products use additives such as emulsifiers, preservatives, and so on, which are derivative product or extract from one part of the pig's body. This is so much unknown to the Islamic community itself, due to a lack of insight into religious sciences.
The practice dimension (consequence) also does not have a significant influence on purchasing decisions for HPAI halal products.
The results of respondents' 'nswers to respondents' statements in the practice dimension have a fairly high average value and the lowest average value compared to other dimensions, namely 8.55. This means that consumers' decisions to buy halal products are based entirely on their consequences as Muslims. Respondents do not have the commitment to apply Islamic teachings entirely in their daily lives, by always consuming the halal and leaving the haram. One of the interesting things obtained in this research is that although respondents stated that it is important to include halal labels in product packaging and they try to buy products with halal packaging if it turns out that the product that has been purchased does not contain a halal label, it is still consumed and not thrown away or given to others.

CONCLUSION
Based on the t-test conducted in this study, it is known that the halal certification aspects of HPAI products do not have a significant influence on purchasing decisions for HPAI halal products. This happens because it is influenced by the need to consume products labeled halal is not an urgent need, the important thing is that these products are clearly not made from pork and materials prohibited by religion. Appreciation and continuity of the meaning of the dimensions of ritual, ideology, intellectual, experience, and practice in the aspects of halal certification are still not comprehensive, deep, and optimal.