Paper Title
An Investigation of Customer Choice Behavior Towards Halal Product: Structural Equation Modelling (SEM) Approach

Abstract
Theory of consumption values are employed in this study to determine the factor that influences customer choice behavior towards the halal product. Three independent variable which is emotional value, epistemic value and halal concern are used as an indicator in determining the customer choice behavior. Multiple regression by using Structural Equation Modelling- Partial Least Square (SEM-PLS) is used to examine the collected data by a questionnaire. The resulting point out three independent variables significantly influences the customer choice behavior regarding the halal product. This study concludes that the foremost influence factor on customer choice behavior towards the halal product is emotional value, epistemic value, and halal concern. This study contributes to introductory study but vibrant understanding in stimulating the halal market to become a worldwide brand. Index Termsó Choice Behavior, Consumption Value. Halal Product, Partial Least Square (PLS), Structural Equation Modelling