KEPUTUSAN PEMBELIAN MAKANAN HALAL OLEH KONSUMEN NON-MUSLIM DI ACEH

Putri Ratna Sari, NIM.: 22208011040 (2024) KEPUTUSAN PEMBELIAN MAKANAN HALAL OLEH KONSUMEN NON-MUSLIM DI ACEH. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The halal industry is not only a religious obligation but also a trigger for increasing health problems, which are not only interesting for Muslim consumers but also for non-Muslim consumers. Halal food has become a type of balanced and hygienic food that is able to cross religious and cultural boundaries. So that the halal food market can target not only Muslim consumers but also non-Muslim consumers, which can then increase and contribute more to the growth of the halal industry in the halal food sector. This study aims to identify the determinants of halal food purchasing decisions by non-Muslim consumers in Aceh, with four explanatory variables and one dependent variable. The explanatory variables are product, price, place and promotion. Then the dependent variable is the decision to purchase halal food by non-Muslim consumers. Data analysis uses the structural equation modeling – partial least square (SEM-PLS) with the help of the SmartPLS 3 application. The method used is quantitative and the data used is primary data. Data were collected from 200 non-Muslim respondents by distributing questionnaires using a likert scale with 5 answer choices. The findings in this study indicate the product, price, place and promotion have a positive and significant effect on purchasing decisions.

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