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Convincing Consumers’ Purchase Intention Using Halal Credence: A Mediating Role of Attitude Towards Halal
Abstrak (Bhs. Indonesia)
Produk halal diminati oleh pelanggan Muslim dan non-Muslim karena masalah keamanan dan kualitas. Indonesia sebagai populasi Muslim terbesar belum menjadi produsen utama produk halal dunia meskipun pemerintah telah mengeluarkan kebijakan dan program yang dapat memfasilitasi sertifikasi halal. Padahal, Usaha Mikro Kecil dan Menengah (UMKM) yang sudah memiliki sertifikat halal, akan lebih mudah diterima oleh konsumen produk halal. Penelitian ini bertujuan untuk mengetahui pengaruh Halal Credence (Keyakinan akan produk halal) terhadap Halal Purchase Intention (Minat beli produk halal) dengan menggunakan Attitude Towards Halal (Sikap terhadap produk halal) sebagai variabel mediasi. Data dikumpulkan dari 170 konsumen Muslim dan Non-Muslim yang tinggal di Indonesia melalui kuesioner. Structural Equation Modelling (SEM) AMOS diterapkan untuk mengevaluasi hubungan antara Halal Credence, Halal Purchase Intention, Attitude Towards Halal, dan Halal Food Awareness. Penelitian ini mengungkapkan bahwa Halal Credence mempengaruhi Halal Purchase Intention dan Attitude Towards Halal. Attitude Towards Halal berpengaruh pada Halal Food Awreness akan tetapi tidak berpengaruh pada Halal Purchase Intention dan tidak memediasi hubungan antara Halal Credence dan Purchase Intention. Studi ini memberikan studi tambahan tentang topik perilaku konsumen halal, terutama dengan menunjukkan hasil empiris dari Indonesia sebagai negara Muslim terbesar dengan jumlah UMKM yang besar.
Abtrak (Bhs. Inggris)
Halal products are requested by Muslim and non-Muslim customers due to as a security and quality concern. Indonesia as the largest Muslim population has not become the world's main producer of halal products despite of all the government mandatory obligation and program that can facilitate halal certification. However, Micro Small and Medium Enterprises (MSEs) that already have a halal certificate, will be more easily accepted by consumers of halal products. This study is purposed to determine effect of Halal Credence on Halal Purchase Intention using Attitude Towards Halal as mediating variable. Data were collected from 170 Muslim and Non-Muslim consumers living in Indonesia through questionnaire. Structural Equation Modelling (SEM) AMOS applied to evaluate the association between Halal Credence, Halal Purchase Intention, Attitude Towards Halal, and Halal Food Awareness. This study reveals that the Halal Credence has a positive effect on Halal Purchase Intention and Attitude Towards Halal. Attitude Towards Halal has as positive effect on Halal Food Awareness but does not affect Halal Purchase Intention and do not act as mediating variable. This study provides an additional study on the topic of halal consumer behaviour, especially by showing an empirical result from Indonesia as the largest Muslim country with large number of MSEs. Keywords: Halal food product, Halal marketing, Halal credence, Attitude towards Halal, Halal food awareness, Halal consumer behaviour, MSEs.
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