INTENSI NONMUSLIM UNTUK MENGONSUMSI MAKANAN HALAL DI INDONESIA

Arowadi Lubis, NIM.: 20208011022 (2022) INTENSI NONMUSLIM UNTUK MENGONSUMSI MAKANAN HALAL DI INDONESIA. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to identify the determinants of the non-Muslims’ intention to consume halal food in Indonesia. The model consists of four explanatory variables, three intermediary variables, and one dependent variable. The explanatory variables are religiosity, halal knowledge, social interaction with Muslims, and socioeconomic status. The intermediary variables consist of attitude, subjective norms, and perceived behavioral control. Lastly, the dependent variable is the intention to consume halal food. Data analysis was carried out using a structural equation modeling – partial least squares (SEM-PLS) approach. The types of data used are primary, quantitative, and cross-sectional. Data were collected from 250 respondents by distributing close and structured questionnaires using a Likert scale with five answer choices. Data analysis was carried out with the help of SmartPLS 3.0 Software. Two relationships were tested, namely the measurement relationship and the structural relationship. The results of the measurement relationship test showed that all indicators used to measure the variables were significant at a 5 percent alpha. On the other hand, the test results for the structural relationship show varying results. From 12 direct effects that were tested, seven were significant at 1 percent alpha, one was significant at 5 percent alpha, two were significant at 10 percent alpha, and two were insignificant. The insignificant influence is the effect of perceived behavioral control on intention and the influence of religiosity on attitudes. Furthermore, by combining two direct effects, the indirect effect is obtained. The attitude variable is a significant mediator between the variables of halal knowledge and social interaction on intention, but cannot mediate the influence of religiosity on intention. Subjective norms were also found to have a significant intermediary role between the variables of social interaction with Muslims and socio-economic toward the intention. Finally, perceived behavioral control did not have a significant intermediary role for all variables.

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