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Survey Paper | Management | Indonesia | Volume 7 Issue 8, August 2018

Why Adoption of Halal MUI Application is Low in a Dominant Muslim Community

Adilah Ihsani | Idqan Fahmi ^[4] | Mukhamad Najib ^[2]

Abstract: Searching information can be done in various ways. One of them through the use of applications on smartphones. An application made by the Institute for Assessment of Food, Drugs and Cosmetics Majelis Ulama Indonesia (LPPOM MUI) to facilitate Muslim consumers on seeking information about halal products is Halal MUI. This application can provide information about the halal status of a product as well as the expiration date of the product halal certificate by entering the product name in the search field or by scanning the barcode through the application. The purpose of this study is to analyze the low adoption/ download rate of Halal MUI application even after three years since its first launch. The study used AIDA model framework (Awareness, Interest Desire, Adoption) to find out how far the level of awareness, interest and desire of Muslim consumers to utilize Halal MUI application. The result shows that the lack of communication and poor technology integrity support on the application was merely the main parameter which led to a low number of Halal MUI users among Muslim consumers.

Keywords: Adoption of technology, AIDA, communication, diffusion of innovation, religiosity

Edition: Volume 7 Issue 8, August 2018,

Pages: 1065 - 1069