DETERMINAN KEPUTUSAN KONSUMEN DALAM PEMBELIAN PRODUK HALAL DI INDONESIA (STUDI PADA KONSUMEN PRODUK HALAL DI PULAU JAWA)

Siti Ainunnisa Sahibuddin, NIM.: 21208011029 (2023) DETERMINAN KEPUTUSAN KONSUMEN DALAM PEMBELIAN PRODUK HALAL DI INDONESIA (STUDI PADA KONSUMEN PRODUK HALAL DI PULAU JAWA). Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

In Indonesia, the market for halal products has grown rapidly in recent years. This is indicated by the large number of halal products available in the market, both in the form of food, beverages, cosmetics and other products. This study intends to examine the factors that influence consumer decisions in purchasing halal products in Indonesia. Using primary data, this study uses a quantitative methodology. A total of 280 sample respondents from all provinces of the island of Java filled out a questionnaire to collect data. Structural Equation Model-Partial Least Square (SEM-PLS) with the help of WarpPLS Version 7.0 software is used to analyze the data of this study. The results showed that the variable religiosity and the halal label had a significant positive effect with a p-value of 0.000; while product ingredients, product quality and product prices have no significant positive effect with a p-value of 0.205; 0.379; and 0.189 so that it can be concluded that the religiosity variable, halal labels are proven to determine consumer decisions in purchasing halal products while product ingredients, product quality and product prices have not been proven to determine purchasing decisions for halal products in Indonesia.

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