IDENTIFIKASI KONSUMEN TERHADAP KONSUMSI MAKANAN HALAL BERBAHAN DASAR AYAM PADA UKM YANG BELUM BERSERTIFIKASI HALAL (Studi pada Mahasiswa Univertsitas Muhammadiyah Yogyakarta)

tract This study aims to determine how students of Universitas Muhammadiyah Yogyakarta identify chicken-based food in UKM or small shops that are not halal certified, and what factors influence consumers in determining chicken-based food purchasing decisions at the UKM which are not halal certified. This study used a qualitative approach with purposive sampling method. Data collection technique was in the form of observation, interviews, and documentation, while the data analysis technique was in the form of technical triangulation. The results of this study indicate that students identify food made from chicken that has not been certified halal by seeing and knowing that the seller / shop owner is Muslim, the stalls visited by consumers who are predominantly Muslim, all food menus in the stalls visited are halal, and by looking at the texture of the chicken they want to consume. Related to the factors that influence consumers in determining purchase decisions are cultural, social, personal, and psychological factors. The factors that most dominate students as consumers in determining food purchasing decisions made from chicken are personal factors and psychological factors.