ANALYSIS OF PERCEPTION AND BEHAVIOUR IN CHOOSING HALAL LABELS RELATED TO FOOD, PHARMACY AND COSMETICS AT THE REGIONAL OFFICE OF THE MINISTRY OF RELIGION

This is a field research to highlight the issue of halal lifestyle in East Java Regional Office employees. This problem will be broken down into two basic problems, namely; firstly how is the halal lifestyle perception related to food, pharmacy and cosmetics among employees in the Ministry of Religion of East Java Province, and second how is the halal lifestyle behaviour related to food, pharmacy and cosmetics to employees in the Ministry of Religion of East Java Province. Data obtained through questionnaires to respondents with purposive sampling technique. The analytical method in this study uses multiple linear regression analysis and linkert scale. The results of this study indicate that halal food, halal pharmacy and halal cosmetics simultaneously have a significant influence on Halal Lifestyle of East Java Regional Office of Ministry of Religion. Keyword: Halal Lifestyle, Halal Food, Halal Pharmacy, Halal Cosmetics Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol. 4 No. 1 July 2021 e-ISSN: 2621-606X Page: 280-286 Page: 258-270 Analysis of Perception and Behaviour..... 28


INTRODUCTION
The current trend that is being discussed globally is the halal sector. LPPOM MUI in 2016 noted that countries in the world began to capture potential market opportunities, while the list was as follows: The phenomenon of business competition in this modern era requires companies to answer various market challenges by utilizing these challenges as business opportunities that will survive in the future and follow trends that are in demand for now and in the future. One of the current global trends is sharia business, which is a product or service that compares itself to the term halal and carries the concept of Islam.
The development of sharia business which prioritizes religious values is growing rapidly, sharia business which is currently starting to spread to several business fields is now increasingly familiar among the people especially for Muslims and non-Muslims in Indonesia. The Indonesian Ministry of Industry (KemenPerin) notes that halal products worldwide have experienced a growth of 6.9%. The prediction is expected to continue to rise since 2013 with a total value of USD 1.1 Trillion to 1.6 Trillion in 2018. (Adnan, 2020 After this Law becomes effective, all products that enter circulation and trade within the territory of Indonesia must be halal certified. The types of products in question are related to food, beverages, medicines, cosmetics, chemical products, biological products, genetic engineering products and used goods that are used, used, or utilized by the community. (Ali Rama, 2014).
In an effort to win the competition, marketers are required to understand the behaviour of their targets or target markets so that lifestyle is a determining factor that needs attention due to consumers. Consumer behaviour in the decision to purchase a product or service is determined by various determining factors as the background why people decide to buy the product.
The decision process through the process of identifying the problem of needs, information search, alternative evaluation and purchasing decisions. (Setiadi, 2008

Perception
Perception is the process by which a person chooses, organizes and interprets information to form an understanding and picture of something. According to Philip Kotler in the book Muhammad Muflih perception is the process used by an individual to select, manage and interpret an input of information to create a picture that has meaning. The perception is very likely to be influenced by various hopes and desires, various needs, ideas that are hidden or not realized, and also by opposing values.
Everyone tends to understand commands based on their experience.

Consumer Behaviour
The term behaviour is closely related to objects whose studies are directed at human problems. In economic theory it is said that humans are economic beings who always try to maximize their satisfaction. Consumers will try to maximize their satisfaction as long as their financial capabilities are possible. They have knowledge

Halal Lifestyle
From an economic perspective, lifestyle shows how a person allocates his opinion, and chooses products or services and various other choices when choosing alternatives in one category of existing product types. In the marketing perspective, it seems clear that consumers who have the same lifestyle will group themselves into one group based on what they are interested in spending their free time and how they spend their money (Tatik Suryani, 2008). While halal itself is etymologically the things that are permissible and can be done because they are free or not bound by the provisions that prohibit them (Louis Ma'luf, 1986).

RESEARCH METHOD
This type of research used in this research is mixed methods. This research is a step of research by combining two existing forms of research, namely qualitative and quantitative research. The data that needs to be collected are data on perceptions and behaviour related to halal lifestyle, food, fashion, pharmacy in the employees of the rejected and H1 is accepted, that is, there is a significant positive effect partially from halal cosmetics (X3) on the perception of halal lifestyle in East Java Regional Office employees.

Employees in the Ministry of Religion of East Java Province
To find out the behaviour of the Regional Office of Ministry of Religion Ministry of Religion of East Java Province on the importance of halal lifestyle is by the writer finding out with the understanding of the Employees of the Office of Regional Office of Ministry of Religion of East Java towards halal lifestyle.
Informants who know that halal certificates are halal guarantees that can be used as evidence that a product has been examined by a MUI or an authorized institution does not necessarily mean that they care about the presence or absence of halal certificates.
The researcher classified the answers of the informants into 4 groups, namely: a) The informant considers (behaves): that the halal certificate is important because the East Java Regional Office of the Ministry of Religion knows that the halal certificate is a halal guarantee issued by the MUI after being checked on all lines; Analysis of Perception and Behaviour….. 285

b) Informant assume (behave):
that the presence or absence of halal certificates is meaningless because even though the informants know that the products they buy have halal certificates but do not know their intentions, it is because the employees of the from 0.05, H0 rejected and H1 is accepted, that is, there is a significant positive effect partially from halal cosmetics (X3) on the perception of halal lifestyle in East Java Regional Office employees.

Based on the results of interviews with 30 employees of the East Java
Ministry of Religion's Regional Office: the researchers concluded that the East Java Regional Office of the Ministry of Religion behaved that halal lifestyle was very important to apply because the informants knew the explanation or definition of halal lifestyle or halal lifestyle. Awareness of the importance of sharia values in life is transformed into a halal lifestyle that they apply in their daily lives. As for the halal certificate factor, employees of the Regional Office of the Ministry of Religion of East Java behave that it is important to know the halal certificate of the product they are buying to ensure the halal product.