The Impact of "Buy Muslim First (BMF)" Campaign to Young Muslim Consumer

Abstract

The Buy Muslim First (BMF) campaign has been going on since 2018 but is slow and inactive. In 2019, this campaign received the Attention of the Malaysian Muslim community, sparking awareness of the Muslim community. Because of emerging issues such as non-Muslims who were not respected Muslims on food production issues. Such as aspects of food preparation that were not consistent with the halal concept, including cleanliness and the quality guaranteed by Islam. The campaign that encourages Muslim buyers to prioritize the purchase of Muslim products, where Muslim traders will issue zakat and thereby develop the social economy of Muslims. This research is a quantitative study using descriptive and inferential approaches. The main objective of this research is to analyze the impact of BMF campaign on the purchasing behaviour of young Muslims. Using the Muslim consumer behaviour study model Based on 100 respondents representing the young group was selected to answer the questionnaire using the Likert scale method. Data from the questionnaire were analyzed using SPSS Multiple Regression tests, the result of F test is 6.595> value F. then the main findings of this study explain that there is the influence of BMF campaign on young Muslim users is 21.7% (based on R Square value). Four main aspects influence the behaviour of young buyers are Intention, Expenses, Religious Brotherhood and power in purchasing. All these aspects will have a direct impact on Muslim traders, it is hoped that there will be a continuation study to study these four aspects that have a significant impact on the behaviour of Muslim consumers