Pengaruh Persepsi Label Halal terhadap Keputusan Pembelian Produk Makanan Olahan Impor (Studi Kasus Generasi Z Muslim Kabupaten Bogor)
Date
2021Author
Rohmah, Naila Syahida
Nursyamsiah, Tita
Hasanah, Qoriatul
Metadata
Show full item recordAbstract
Produk makanan olahan impor kini semakin banyak beredar di Indonesia,
namun belum semua produk makanan olahan impor sudah memiliki label halal. Hal
ini membuat konsumen Muslim perlu meningkatkan selektivitas dalam membeli
produk makanan olahan impor yang halal dan layak untuk dikonsumsi. Penelitian
ini bertujuan untuk menganalisis pengaruh religiusitas, kelompok acuan,
pendapatan, gaya hidup, dan persepsi label halal terhadap keputusan pembelian
produk makanan olahan impor pada generasi ZMuslim di Kabupaten Bogor dengan
mengambil responden sebanyak 100 responden. Metode yang digunakan dalam
penelitian ini adalah analisis deskriptif dan analisis Structural Equation ModelingPartial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa kelompok
acuan, pendapatan, gaya hidup, dan persepsi label halal berpengaruh positif dan
signifikan terhadap keputusan pembelian makanan olahan impor. Nowadays, imported processed food products are increasingly distributed
in Indonesia, however not all of them have been halal labelled. Due to this condition,
Muslim consumers need to increase selectivity in buying imported processed food
products which guaranteed the halal status and suitable for consumption. This study
aims to analyze the effect of religiosity, reference group, income, lifestyle, and
perceptions of halal labels on purchasing decision of imported processed food
products in 100 respondents of Generation Z Muslim who lived at Bogor Regency.
This study used descriptive analysis method and data was analyzed using Structural
Equation Modeling-Partial Least Square (SEM-PLS). The results of this study
indicate that the reference group, income, lifestyle, and perception of the halal label
had a positive and significant effect on purchasing decisions of imported processed
foods.
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- UT - Syariah Economic [466]