INTENSI MUSLIM MENGONSUMSI MAKANAN BERSERTIFIKAT HALAL (STUDI KASUS PADA KONSUMEN MIE GACOAN)

Norlia, NIM.: 22208012040 (2024) INTENSI MUSLIM MENGONSUMSI MAKANAN BERSERTIFIKAT HALAL (STUDI KASUS PADA KONSUMEN MIE GACOAN). Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to analyze the factors that influence the intention to consume halal-certified food by Muslim consumers at Mie Gacoan using the Theory of Planned Behavior (TPB) framework involving variables of attitude, subjective norms, and perceived behavioral control, as well as factors of religiosity and halal awareness. In addition, this study examines the direct and indirect effects of these variables on the intention to consume halal-certified food, with attitude as a mediating variable. The study was conducted involving 400 respondents in Java Island, using purposive sampling technique for sample selection. The collected data were analyzed using Structural Equation Modeling (SEM) and SmartPLS 3.0 software to test direct and indirect effects. The results showed that religiosity, halal awareness, subjective norms have a positive and significant effect on the intention and attitude to consume halal-certified food at Mie Gacoan. Attitude also has a significant positive effect on the intention of Muslim consumers. Meanwhile, perceived behavioral control does not have a significant effect on the intention and attitude to consume halal-certified food. The indirect effect test also shows that religiosity, halal awareness, and subjective norms have a positive and significant effect on consumption intention through attitude, while perceived behavioral control does not have a significant effect on consumption intention through attitude. These findings provide insight into the importance of religiosity, halal awareness, and subjective norms in shaping Muslim consumers' attitudes toward consuming halal-certified food, which in turn influences their consumption intention.

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