Pengaruh Mediasi Sikap terhadap Niat Beli Halal: Studi tentang Halal Kesadaran, Pengetahuan, dan Religiusitas
DOI:
https://doi.org/10.29313/jrieb.v4i2.5450Keywords:
kesadaran halal, niat pembelian, ReligiusitasAbstract
Abstrak. Penelitian ini menggunakan sikap terhadap halal sebagai variabel mediasi untuk menguji bagaimana religiusitas, kesadaran halal, dan pengetahuan halal memengaruhi Minat Generasi Z yang ingin membeli produk halal. Pengambilan sampel secara purposive digunakan memilih 100 responden untuk pendekatan penelitian kuantitatif. Kuesioner berbasis Likert digunakan untuk mengumpulkan data, dan pendekatan SEM-PLS digunakan untuk analisis. Temuan penelitian menunjukkan bahwa sikap terhadap halal berfungsi sebagai mediator yang kuat antara niat pembelian dan kesadaran halal. Di sisi lain, niat untuk membeli barang halal tidak dipengaruhi secara signifikan oleh pengetahuan halal atau agama, secara langsung maupun tidak langsung, melalui sikap terhadap halal. Elemen utama yang memengaruhi sikap dan niat konsumen Generasi Z untuk membeli barang halal, khususnya di situs e-commerce seperti Shopee, adalah kesadaran halal. Temuan penelitian ini mendukung pengembangan taktik pemasaran halal, seperti penggunaan duta merek, media sosial, dan bahasa daerah dalam iklan produk. Temuan ini memberikan produsen makanan halal, seperti Nongshim Korea, informasi penting tentang cara meningkatkan daya tarik konsumen dan minat beli dengan memanfaatkan strategi pemasaran yang lebih fokus dan sesuai.
Abstract. This study uses attitude towards halal as a mediating variable to test how religiosity, halal awareness, and halal knowledge affect Generation Z's interest in purchasing halal products. Purposive sampling was used to select 100 respondents for the quantitative research approach. A Likert-based questionnaire was used to collect data, and SEM-PLS approach was used for analysis. The findings show that attitude towards halal serves as a strong mediator between purchase intention and halal awareness. On the other hand, intention to purchase halal goods is not significantly influenced by halal or religious knowledge, either directly or indirectly, through attitude towards halal. The main element that influences Generation Z consumers' attitudes and intention to purchase halal goods, particularly on e-commerce sites such as Shopee, is halal awareness. The findings of this study support the development of halal marketing tactics, such as the use of brand ambassadors, social media, and local language in product advertisements. The findings provide important information for halal food manufacturers, such as Nongshim Korea, on how to increase consumer appeal and purchase intention by using more focused and appropriate marketing strategies.
References
Amin Abdul Rohman. (2022). Pengaruh Religiusitas, Pengetahuan, Perspesi, Pendapatan, Dan Media Infromasi Terhadap Minat Wakaf Uang Masyarakat Kota Bandung. Jurnal Riset Ilmu Ekonomi Dan Bisnis, 1(2), 136–144. Https://Doi.Org/10.29313/Jrieb.V1i2.513
Ahmad, A. N., Abd Rahman, A., & Ab Rahman, S. (2015). Assessing Knowledge And Religiosity On Consumer Behavior Towards Halal Food And Cosmetic Products. International Journal Of Social Science And Humanity, 5(1), 10.
Akın, M. S., & Okumuş, A. (2021). Shaping The Consumers’ Attitudes Towards Halal Food Products In Turkey. Journal Of Islamic Marketing, 12(6), 1081–1096.
Aprilia Saniatuzzahroh, & Desi Trisnawati. (2022). Pengaruh Pengetahuan Produk Halal, Brand Image Dan Religiusitas Terhadap Niat Membeli Produk Kosmetik Halal: Sikap Sebagai Vaiabel Intervening. J-CEKI : Jurnal Cendekia Ilmiah, 1(6), 870–888. Https://Doi.Org/10.56799/Jceki.V1i6.1549
Azkia Rahma Pradinda, & Nurfahmiyati. (2023). Pengaruh Label Halal Dan Tingkat Harga Terhadap Minat Beli Konsumen Pada Produk Kosmetik Pixy. Jurnal Riset Ilmu Ekonomi Dan Bisnis, 101–110. Https://Doi.Org/10.29313/Jrieb.V3i2.2857
Baharuddin, K., Kassim, N. A., Nordin, S. K., & Buyong, S. Z. (2015). Understanding The Halal Concept And The Importance Of Information On Halal Food Business Needed By Potential Malaysian Entrepreneurs. International Journal Of Academic Research In Business And Social Sciences, 5(2), 170–180. Https://Doi.Org/10.6007/Ijarbss/V5-I2/1476
Cindy Mutia Annur. (2023). Jumlah Populasi Muslim Di Kawasan ASEAN (2023). Databoks. Https://Databoks.Katadata.Co.Id/Datapublish/2023/03/28/Ini-Jumlah-Populasi-Muslim-Di-Kawasan-Asean-Indonesia-Terbanyak
Febriandika, N. R., Wijaya, V., & Hakim, L. (2023). Gen-Z Muslims’ Purchase Intention Of Halal Food: Evidence From Indonesia. Innovative Marketing, 19(1), 13–25. Https://Doi.Org/10.21511/Im.19(1).2023.02
Garg, P., & Joshi, R. (2018). Purchase Intention Of “Halal” Brands In India: The Mediating Effect Of Attitude. Journal Of Islamic Marketing, 9(3), 683–694. Https://Doi.Org/10.1108/JIMA-11-2017-0125
Hasan, H. (2016). A Study On Awareness And Perception Towards Halal Foods Among Muslim Students In Kota Kinabalu, Sabah. Proceedings Of The Australia-Middle East Conference On Business And Social Sciences, 6, 803–811.
Hasibuan, R. R., Afifah, H., Purnawati, E., & Farisi, H. (2022). Manajemen Pemasaran. Cetakan Ke -1) Pemalang: Tiga Cakrawala.
Ibrahim, H., & Ismail, H. (2015). A Generational Cohort Study Of The Relationship Between Religious Intensity And Religious Assurance For The Purchase Of Non-Food Products. International Journal Of Economics And Financial Issues, 5(2), 330–334.
Ikhsan, R. R. N., & Sukardi, S. (2020). Pengaruh Religiusitas, Sikap, Norma Subjektif, Dan Kontrol Perilaku Terhadap Niat Membeli Produk Kosmetik Halal Di Fakultas Ekonomi Dan Bisnis Universitas Ahmad Dahlan Yogyakarta. Jurnal Ilmiah Ekonomi Global Masa Kini, 11(1), 49–55. Https://Doi.Org/10.36982/Jiegmk.V11i1.1061
Inam, S., Janjua, S. Y., & Malik, S. A. (2016). Managerial Perception Toward Halal Certification: Study Of International Food Chains In Pakistan. Pakistan Business Review, April 2016, 179–195.
Jalil, N. S. A., Tawde, A. V., Zito, S., Sinclair, M., Fryer, C., Idrus, Z., & Phillips, C. J. C. (2018). Attitudes Of The Public Towards Halal Food And Associated Animal Welfare Issues In Two Countries With Predominantly Muslim And Non-Muslim Populations. Plos ONE, 13(10), 1–18. Https://Doi.Org/10.1371/Journal.Pone.0204094
Lestari, A., Pratikno, H. H., & Hermawan, A. (2020). The Effect Of Religiusity On The Purchase Intention Halal Cosmetics Through Attitude. International Journal Of Business, Economics And Law, 22(1), 203–211.
Oktaviani, M., & Tunjungsari, H. K. (2021). Pengaruh Pengetahuan Dan Keagamaan Terhadap Sikap Yang Mempengaruhi Minat Pembelian Konsumen Muslim Pada Kosmetik Halal Di Jabodetabek. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(4), 364. Https://Doi.Org/10.24912/Jmbk.V5i4.12793
Öztürk, A. (2022). The Effect Of Halal Product Knowledge, Halal Awareness, Perceived Psychological Risk And Halal Product Attitude On Purchasing Intention. Business And Economics Research Journal, 13(1), 127–141. Https://Doi.Org/10.20409/Berj.2022.365
Pettoello-Mantovani, C., & Olivieri, B. (2022). Food Safety And Public Health Within The Frame Of The EU Legislation. Global Pediatrics, 2(May), 100020. Https://Doi.Org/10.1016/J.Gpeds.2022.100020
Pradana, M., Huertas-García, R., & Marimon, F. (2020). Spanish Muslims’ Halal Food Purchase Intention. International Food And Agribusiness Management Review, 23(2), 189–202. Https://Doi.Org/10.22434/IFAMR2019.0200
Priyatin, A., & Farisi, H. (2023). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Trust Dan Keputusan Pembelian Pada Marketplace Shopee. JURNAL EKONOMI, MANAJEMEN, BISNIS, DAN SOSIAL (EMBISS), 4(1), 60-73. Https://Doi.Org/10.59889/Embiss.V4i1.281
Setiawati, L. M., Chairy, C., & Syahrivar, J. (2019). Factors Affecting The Intention To Buy Halal Food By The Millennial Generation: The Mediating Role Of Attitude. Derema (Development Research Of Management): Jurnal Manajemen, 14(2), 175. Https://Doi.Org/10.19166/Derema.V14i2.1738
Shah Alam, S., & Mohamed Sayuti, N. (2011). Applying The Theory Of Planned Behavior (TPB) In Halal Food Purchasing. International Journal Of Commerce And Management, 21(1), 8–20. Https://Doi.Org/10.1108/10569211111111676
Steinmetz, H., Knappstein, M., Ajzen, I., Schmidt, P., & Kabst, R. (2016). How Effective Are Behavior Change Interventions Based On The Theory Of Planned Behavior?: A Three-Level Meta Analysis. Zeitschrift Fur Psychologie / Journal Of Psychology, 224(3), 216–233. Https://Doi.Org/10.1027/2151-2604/A000255
Sudarti, K., & Lazuardi, R. D. (2018). Kontribusi Pengetahuan Produk Halal, Religiusitas Dan Sikap Dalam Pembentukan Niat Beli. Solusi, 16(3).
Sudarti, K., & Ulum, S. B. (2019). Peran Sikap Konsumen Dalam Memediasi Pengaruh Religiusitas Dan Reputasi Merek Terhadap Minat Beli Ulang. Jurnal Ekonomi Dan Bisnis, 20(2), 48–61.
Sukoco, H., Farisi, H., Yuliana, A., & Krisnaresanti, A. (2023). Analysis The Effect Of Social Media Advertising On Students’ Purchasing Decisions (Study On UNU Purwokerto). Soedirman Economics Education Journal, 5(2), 139-149. Https://Doi.Org/10.32424/Seej.V5i2.10096
Tabar, F. A., & Farisi, H. (2023). Pengaruh Kualitas Produk, Celebrity Endorser, Dan Brand Image Terhadap Keputusan Pembelian Produk Kosmetik. Jurnal Manajemen & Bisnis Digital, 2(1), 1-19. Https://Doi.Org/10.54771/Jmbd.V2i1.977
YORULMAZ, D. Ö., & Yavuz, A. (2020). Helal Gıda Tüketimine Yönelik Tutumların Satın Alma Niyeti Üzerindeki Etkisi (Adıyaman Örneği). Kahramanmaraş Sütçü İmam Üniversitesi Sosyal Bilimler Dergisi, 17(2), 1218–1238
