Consumption Preferences for Halal MSME Products among Jakmania at Persija Jakarta Home Matches

Persija Jakarta home matches not only provide a space for The Jakmania to support the club but also generate consumption activities that create economic opportunities for micro, small, and medium enterprises (MSMEs), particularly those selling food, beverages, and snacks. Among Muslim consumers, consumption preferences may be influenced not only by product attributes but also by considerations of halal status, cleanliness, and food safety. This study aimed to examine The Jakmania's consumption preferences for halal MSME products during Persija Jakarta home matches and identify the considerations underlying their purchasing decisions. The study employed a descriptive qualitative approach, with data collected through direct observation, preliminary interviews, online interviews, documentation, and a literature review. Informants were selected purposively and consisted of members of The Jakmania who had attended Persija Jakarta home matches and purchased food or beverages around the match venues. The findings indicated that consumption preferences were influenced by price, taste, product quality, cleanliness, product variety, accessibility, service quality, and social recommendations. Local MSME products also tended to be preferred because of their perceived affordability and consumers' willingness to support local businesses. Halal status emerged as an important consideration, particularly when consumers were choosing among products with relatively similar prices and quality. These findings suggest that MSME operators should improve product quality and provide clear information regarding halal status while maintaining food hygiene and safety and delivering services that meet consumer needs.