Analisis Pengaruh Halal Awareness terhadap Consumer Purchase Intention Daging Ayam Broiler di Wilayah Bogor

Abstract

Keputusan pembelian dipengaruhi oleh minat beli konsumen. Salah satu variabel dari minat beli daging ayam broiler halal adalah halal awareness. Penelitian ini bertujuan untuk mengetahui pengaruh halal awareness terhadap consumer purchase intention, dan rekomendasi kepada BPJPH dalam meningkatkan halal awareness konsumen. Penelitian dilakukan di Wilayah Bogor dengan pengambilan sampel purposif (140 responden), data dikumpulkan melalui kuesioner dan dianalisis menggunakan SEM-PLS. Penelitian menemukan pengaruh positif paparan informasi halal dan keyakinan beragama terhadap kesadaran halal. Penelitian menemukan terdapat pengaruh positif kesadaran halal terhadap minat beli konsumen daging ayam broiler. Rekomendasi dengan peningkatan kesadaran halal melalui peningkatan literasi halal melalui sosial media, sebaran informasi keagamaan, serta meningkatkan literasi konsumen terhadap proses kehalalan dan penjagaan kehigienisan proses produk halal, serta membuat kebijakan untuk para pedagang agar dapat mencantumkan label halal yang didapatkan melalui RPU bersertifikasi halal untuk meningkatkan minat beli konsumen.

Purchasing decisions are influenced by consumer purchase intention. One of the variables of interest in buying halal broiler meat is halal awareness. This study aims to determine the effect of halal awareness on consumer purchase intention, and recommendations to BPJPH in increasing consumer halal awareness. The research was conducted in the Bogor area with purposive sampling (140 respondents), data were collected through questionnaires and analyzed using SEM- PLS. The study found a positive effect of halal exposures and religious beliefs on halal awareness. The study found that there is a positive influence of halal awareness on consumer purchase intention in broiler chicken meat. Recommendations by increasing halal awareness through increasing halal literacy through social media, distributing religious information, and increasing consumer literacy on the halal process and maintaining the hygiene of the halal product process, as well as making policies for traders to be able to include halal labels obtained through halal-certified RPUs to increase consumer purchase intention.