The Awareness of "Buy Muslim First” (BMF) Campaign: The Perspective of Muslim Students

Abstract

“Buy Muslim First” (BMF) campaign was launched by Persatuan Pengguna Islam Malaysia (PPIM) in early 2019 with the purpose to counter irresponsible non-Muslim producers who created fake Halal logo and certificate, and authenticity issues of ingredients in Halal food products. Furthermore, the BMF campaign is encouraging Muslim buyers to prioritize the purchase of Muslim products and, thereby, develop social economy for Muslims. In this regard, this research aims to examine the awareness of the BMF campaign among Muslim students in Kelantan. A quantitative approach was employed in this study. 100 questionnaires were collected among the students in Kelantan and data were analyzed using descriptive and inferential analysis. Furthermore, multiple regression was applied to test the relationship between the variables. The results indicate that only religious belief and health reason have significant influence on consumer awareness towards BMF campaign. However, the Halal logo does not have any impact on consumer awareness towards BMF campaign. Eventually, this research may assist Muslim product manufacturers to strategize their marketing campaigns and produce more quality and Halal-compliant products.