Perilaku Komunitas Muslim Perkotaan Dalam Mengkonsumsi Produk Halal Di Kota Pekanbaru (Studi Kasus Kfc Dan Mcdonald’s).

Consuming halal products is very important for a Muslim. The purpose of this study was to identify the behavior of urban Muslim communities, especially the city of Pekanbaru in consuming halal products, and to see the influence of halal labeling on the behavior of the Muslim community. The object of this study was focused on fast food restaurants KFC and Mc Donald’s, because western restaurants are vulnerable to the issue of halal products. Samples were taken by using non probality sampling method as many as 100 people. The data used are primary data and secondary data, with qualitative and quantitative data processing techniques. The results of the study show that the behavior of the Muslim community in Pekanbaru is determined by their attitude towards halal products. There is a significant halal labeling effect on behavior in consuming halal products in fast food restaurants