Abstract
The background to this research problem is the low buying interest of the public in purchasing halal products at the Halal Mart Shop, Sadabuan Village, Padangsidimpuan City. The formulation of the problem in this research is 1. What is the public's interest in purchasing halal products at the Halal Mart Shop, Sadabuan Village, Padangsidimpuan City. 2. What are the community's obstacles in purchasing halal products at the Halal Mart Shop, Sadabuan Village, Padangsidimpuan City. This research aims to analyze people's interest in purchasing halal products at the Halal Mart Shop, Sadabuan Village, Padangsidimpuan City. This research used qualitative methods in the field in Sadabuan Village, Padangsidimpuan City, by taking saturated samples, namely Halal Mart Shop owners and residents of Sadabuan Village, Padangsidimpuan City. The data collection techniques used in this research are observation, interviews, documentation studies and literature studies. The results of this research show that the public's lack of interest in purchasing halal products at the Halal Mart Store is caused by several factors, namely in terms of quality, the public still does not know the benefits and advantages of halal products at the Halal Mart Store. In terms of brands, the people of Sadabuan Village do not yet fully know/recognize the halal products available at the Halal Mart Shop, Sadabuan Village. In terms of packaging, the people of Sadabuan Village do not yet fully know the quality of the packaging of halal products in the Halal Mart Store. In terms of price, the prices offered by the Halal Mart Shop are too high for people with low incomes so they cannot be reached by the community as a whole. In terms of availability of goods, halal products sold at the Halal Mart Store are still in short supply because the stock process in the store takes a long time. In terms of promotion, there is a lack of promotion of halal products carried out by the Halal Mart Store towards the public. So overall it causes a lack of public interest in purchasing halal products at the Halal Mart Shop, Sadabuan Village, Padangsidimpuan City. The community's obstacles in purchasing halal products at the Halal Mart Shop are product prices that are too high, limited types of products, low people's income, and limited stock of halal products at the Halal Mart Shop, Sadabuan Village, Padangsidimpuan City