Halal Supplement: A Perspective of Muslim Millennial Generation

The healthy lifestyle has been becoming an integration among the millennial generation. This is in line with a Centre for Strategic and International Studies (2017) survey, which states that sports and exercises are most interesting activities and a source of happiness for the millennials. The awareness towards health indirectly affects to the increasing the wellness of sub-sector of healthy food product, supplements, and weight loss nutrients industry. A report from Global Wellness Economy Monitor (2017) states that it has been growing 6,2 percent in 2015 to become U$D 647.8 billion. Based on the above result, the authors have been interested to conduct a specific study regarding the perspective of Muslim millennials. The result of the research indicates that only variables of quality, switching behavior, subjective norms, and packaging are positively significant on switching intention; while other variables are insignificant. Moderating variables generally not all have a relationship between pull, push and switching intention.The result can be a reference to producers of halal- labeled supplement producers for increasing market shares to Muslim millennial. For the governments, especially BPOM and LPPOM MUI, it is suggested to facilitate the producers in obtaining halal certification services and referring to law No.33 of 2014 concerning halal product assurance.