ABSTRAK
Makanan halal merupakan aspek terpenting bagi konsumen Muslim. Konsep halal yang diperhatikan tidak hanya masalah bahan baku yang terbebas dari unsur haram, namun juga seluruh aspek mulai dari bahan baku sampai cara memprosesnya yang menentukan halal tidaknya suatu produk. Penelitian ini bertujuan untuk melihat intensi atau minat beli konsumen Muslim terhadap makanan halal. Teori yang digunakan dalam penelitian ini adalah Theory of Planned Behavior, dimana dari teori tersebut akan digunakan 3 (tiga) variabel independen untuk meneliti minat atau intensi, yaitu sikap terhadap perilaku (attitude towards behavior), norma subyektif dan kontrol perilaku. Selain ketiga variabel tersebut, digunakan juga variabel tambahan yaitu religiusitas dan kesadaran halal. Melalui penelitian ini akan dilihat apakah variabel religiusitas, kesadaran halal, sikap, norma subyektif dan kontrol perilaku berpengaruh positif dan signifikan terhadap intensi membeli makanan halal. Jumlah sampel dalam penelitian ini adalah 198 responden, dan metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan menggunakan software AMOS. Hasil penelitian menunjukkan bahwa sikap dan norma subyektif berpengaruh terhadap intensi membeli makanan halal, sedangkan religiusitas, kesadaran halal dan kontrol perilaku tidak berpengaruh terhadap intensi membeli makanan halal
ABSTRACT
Halal food is an essential aspect of Muslim consumers. The halal concept is concerned not only with raw materials that are free from illicit elements but also all aspects ranging from raw materials to how to process them that determine whether or not a halal product. This study aims to look at the intention of buying interest of Muslim consumers towards halal food. The study is built through the Theory of Planned Behavior, in which the author will use three independent variables to examine interests or intentions, namely, attitude towards behavior, subjective norms, and behavior control. Besides these three variables, additional variables are also used, namely religiosity and halal awareness. Through this research, it will be seen whether the variables of religiosity, halal awareness, attitudes, subjective norms, and behavior control have a positive and significant effect on the intention to buy halal food. The number of samples in this study was 198 respondents, and the data analysis method used was Structural Equation Modeling (SEM) using AMOS software. The results showed that subjective attitudes and norms affect the intention to buy halal food, while religiosity, halal awareness, and behavior control do not affect the intention to buy halal food.
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Penelitian ini bertujuan untuk mengetahui pengaruh general risk terhadap kepercayaan, kepuasan dan intention to recommend makanan halal (studi pada makanan bersertifikasi halal MUI). Desain penelitian ini adalah konklusif deskriptif yang dilakukan secara single-cross sectional. Peneliti melakukan pengumpulan data kepada 202 responden dengan teknik survei via online kuesioner (google form). Data diambil dengan metode pengambilan sampel non-probabilistic (convenience sampling). Sampel harus memenuhi kualifikasi sebagai berikut: responden yang beragama Islam dan dalam tiga bulan terakhir pernah membeli makanan bersertifikasi halal MUI di DKI Jakarta.
Penelitian ini memberikan hasil bahwa health risk, psychological risk dan time-loss risk memiliki pengaruh terhadap kepuasan. Health risk dan psychological risk berpengaruh terhadap kepercayaan. Serta, health risk berpengaruh terhadap intention to recommend. Selanjutnya, kepercayaan pelanggan berpengaruh positif kepada kepuasan dan intention to recommend. Selain itu, kepercayaan juga secara positif mempengaruhi intention to recommend pelanggan makanan halal studi pada makanan bersertifikasi halal MUI.
The main objective of this paper is to determine the influence of general risk to trust, satisfaction and intention to recommend of halal food (study of MUI Certified Halal Food). The research design used in this study is a descriptive conclusive research design conducted by single-cross sectional. The researcher collected data from 202 respondents using a survey technique via online questionnaire (google form). Data was collected using non-probabilistic sampling method (convenience sampling). The sample must meet the following qualifications: respondents who are Muslim and in the last three months who have purchased food that have been certified as MUI halal food in DKI Jakarta.
This study provides results that health risk, psychological risk and time-loss risk have an influence on satisfaction. Health risk and psychological risk have an effect on trust. Also, health risk affects the intention to recommend. Furthermore, customer trust has a positive effect on satisfaction and intention to recommend. In addition, trust also positively affects the intention to recommend customers of halal food, studies on MUI certified halal food.
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