NEGARA ASAL, RELIGIOSITAS, KESADARAN HALAL DAN SIKAP TERHADAP LABEL HALAL SEBAGAI VARIABEL MEDIASI: KETERKAITANNYA DENGAN MINAT BELI MUSLIM TERHADAP MAKANAN ASAL KOREA SELATAN

ASTUTI, YUNI (2021) NEGARA ASAL, RELIGIOSITAS, KESADARAN HALAL DAN SIKAP TERHADAP LABEL HALAL SEBAGAI VARIABEL MEDIASI: KETERKAITANNYA DENGAN MINAT BELI MUSLIM TERHADAP MAKANAN ASAL KOREA SELATAN. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research empirically analyzed whether the foods which came from a non- Muslim majority country, such as South Korea, could play an important role in affecting the consumer intention in a predominantly Muslim country. Online survey methods were used to investigate the proposed hypothesis. 318 responses were used for further analysis. Forty-six reflective constructs were adapted from literature and designed by using a five-point Likert scale to facilitate measurement. Estimation models and structural models were examined through SEM-PLS analysis techniques using SmartPLS 3.0 application as the data processing tool. The results showed that religiosity and halal awareness had a positive and significant effect on attitude toward halal labels, including the mediating effect from consumer attitudes towards halal labels which had a positive but insignificant effect on purchase intention. Halal awareness plays an important role for Muslims in the decision-making process for purchasing food. In contrast to the initial hypothesis, the country of origin actually did not have a positive effect on attitudes towards the halal label. In a Muslimmajority country like Indonesia, findings halal food is not difficult, so this research basically is a reminder to marketers to follow those halal principles in implementing their marketing strategies. Keywords: Country of Origin, Religiosity, Halal Awareness, Attitude towards Halal Label, Purchase Intention Penelitian ini secara empiris menganalisis apakah makanan yang berasal dari negara mayoritas non-Muslim, seperti Korea Selatan, dapat berperan penting dalam mempengaruhi niat konsumen di negara yang mayoritas penduduknya Muslim. Metode survei online digunakan untuk menyelidiki hipotesis yang diajukan. 318 tanggapan digunakan untuk analisis lebih lanjut. Empat puluh enam konstruksi reflektif diadaptasi dari literatur dan dirancang dengan menggunakan skala Likert lima poin untuk memfasilitasi pengukuran. Estimasi model dan model struktural diuji melalui teknik analisis SEM-PLS menggunakan aplikasi SmartPLS 3.0 sebagai alat pengolah datanya. Hasil penelitian menunjukkan bahwa religiusitas dan kesadaran halal berpengaruh positif dan signifikan terhadap sikap terhadap label halal, diantaranya terdapat pengaruh mediasi dari sikap konsumen terhadap label halal yang berpengaruh positif namun tidak signifikan terhadap niat beli. Kesadaran halal memainkan peran penting bagi umat Islam dalam proses pengambilan keputusan untuk membeli makanan. Berbeda dengan hipotesis awal, hasil menunjukan negara asal tidak berpengaruh positif terhadap sikap terhadap label halal. Di negara mayoritas Muslim seperti Indonesia, menemukan makanan halal tidaklah sulit, sehingga penelitian ini pada dasarnya adalah pengingat bagi para pemasar untuk mengikuti prinsip-prinsip halal tersebut dalam menerapkan strategi pemasarannya. Kata Kunci: Negara Asal, Religiusitas, Kesadaran Halal, Sikap Terhadap Label Halal, Niat Membeli

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