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This paper aims to investigate the dimension of knowledge factors of Muslim society’s purchase intention towards Halal products. Knowledge and religious belief are used as the independent variable while consumers’ factor intention is the dependent one. A quantitative study in this research utilizes a purposive sampling method that will generate answers from 400 respondents. These respondents are the Muslim consumers of the Micro Small Medium Enterprise (MSME) industry. The study is designed using a quantitative method which is Exploratory Factor Analysis (EFA). It is employed for data analysis to determine the number of knowledge factors or components of Muslim consumers in purchasing Halal product in Majalengka, Indonesia. From the exploratory factor analysis, the finding identifies three dimension of knowledge factors of Muslim consumers in purchasing Halal product.

Underlying the Dimension of Knowledge Factors in Purchasing Halal Product Among Muslim Consumers