Analisa Mengenai Minat Beli Konsumen Muslim Terhadap Produk Makanan Berlabel Halal di Kota Batam

Kelvin, Kelvin (2020) Analisa Mengenai Minat Beli Konsumen Muslim Terhadap Produk Makanan Berlabel Halal di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Peneliti melakukan penelitian ini untuk mengetahui apakah label halal atau sertifikasi halal mempengaruhi minat beli masyarakat muslim di Batam. Variabel independen pada penelitian yang dilakukan merupakan Subjective Norm dan Religiosity. Variabel mediasi pada penelitian yang dilakukan merupakan Attitude. Serta variabel dependen pada penelitian ini merupakan Purchase Intention. Sampel yang diambil dan digunakan pada penelitian yang sedang dilakukan adalah masyarkat muslim di kota Batam yang sering mengonsumsi makanan halal. Data yang telah dikumpulkan oleh peneliti adalah sebanyak 389 sampel akan tetapi sebanyak 123 data yang terkumpul tidak masuk kualifikasi dan 266 data yang dapat diolah oleh peneliti. Penelitian ini dilakukan dengan proses pengujian menggunakan aplikasi Smart PLS. Setelah penelitian ini diterapkan, data yang didapatkan dari penelitian yang dilakukan memberikan hasil yaitu Religiosity berpengaruh positif terhadap Purchase Intention, Subjective Norm berpengaruh positif terhadap Purchase Intention, Attitude berpengaruh positif sebagai variabel mediasi Subjective Norm dan Purchase Intention, Attitude berpengaruh positif sebagai variabel mediasi Religiosity dan Purchase Intention.-----------Researcher conducted this research to find out whether the halal label or halal certification affected the buying interest of Muslim communities in Batam. The independent variables in the research were Subjective Norm and Religiosity. The mediating variable in the research conducted was Attitude. Meanwhile, the dependent variable in this study was the Purchase Intention. The samples in this research were Muslim communities in the city of Batam who often consumed halal food. The data of this research were 389 samples. However, 123 data did not qualify, and 266 data could be proceeded by researcher. This research was conducted with a testing process using the Smart PLS application. After conducting this research, the result showed that Religiosity had a positive effect on Purchase Intention, Subjective Norm had a positive effect on Purchase Intention, Attitude had a positive effect as a mediating variable Subjective Norm and Purchase Intention, Attitude had a positive effect as a mediating variable Religiosity and Purchase Intention.

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