ABSTRACT
As a fast growing Muslim population in the world had from 1.6 to 1.7 billion people, the halal food demand also had increased from 12 to 13 percent as well. Due to this factor, restaurants operators require to apply the Halal certification which will give benefit such as cleanliness, safety and healthy food. This study has been conducted to discover the consumer preferences towards Halal restaurant. The aim of this study is to identify relationship between quality, trust and trend factors towards Halal restaurant. 100 questionnaires were distributed to the respondents in Shah Alam. Finding shows that there is the relationship between quality, trust and trend with the consumer preferences towards Halal restaurant. It was found that the trend influences the customers in choosing the Halal restaurant. This trend factor was agreed by almost all different religion because Halal food was well known in Malaysia and that most of respondents were often exposed with the Halal food. Besides that, Halal food can be served in many cuisines that can meet the taste of people from different demographic background.
