Pengaruh Halal Awareness, Halal Logo, Attitude Towards Halal Food, Terhadap Purchase Decision Melalui Purchase Intention Sebagai Variabel Intervening pada Produk UMKM Kota Semarang
Studi Kasus pada Pengunjung Kuliner Kauman Johar
DOI:
https://doi.org/10.61104/jq.v3i3.2042Keywords:
Halal Awareness, Halal Logo, Sikap Terhadap Makanan Halal, Niat BeliAbstract
Pertumbuhan industri halal di Indonesia kian menguat seiring meningkatnya kesadaran konsumen dan perluasan pasar UMKM, khususnya pada sektor kuliner kota Semarang. Tujuan penelitian adalah menganalisis pengaruh Halal Awareness, Halal Logo, dan Attitude Towards Halal Food terhadap Purchase Decision dengan Purchase Intention sebagai variabel intervening pada pengunjung Kuliner Kauman Johar. Metode yang digunakan adalah kuantitatif dengan pendekatan studi kasus; sampel sebanyak 100 responden dipilih melalui purposive sampling. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan PLS-SEM (SmartPLS 4.0) melalui pengujian outer model dan inner model. Hasil menunjukkan bahwa Halal Awareness dan Attitude Towards Halal Food tidak berpengaruh signifikan terhadap Purchase Intention maupun Purchase Decision; Halal Logo berpengaruh positif terhadap Purchase Intention namun tidak langsung terhadap Purchase Decision; dan Purchase Intention berpengaruh signifikan terhadap Purchase Decision serta hanya memediasi hubungan Halal Logo dengan Purchase Decision.
Downloads
References
Agustiani, N. R., & Yusa, V. D. (2023). Pengaruh Halal Awareness dan Social Media Marketing terhadap Minat Beli pada Mixue. Jurnal Riset Ilmu Manajemen dan Kewirausahaan, 1(4), 45–57. https://doi.org/10.61132/maeswara.v1i4.58
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Ali, M., Rahman, A., & Ismail, S. (2022). Drivers of halal business growth: The role of Muslim demographics and consumer trust. Journal of Islamic Marketing, 13(5), 1023–1045. https://doi.org/10.1108/JIMA-03-2022-0115
Alserhan, B. A. (2020). The principles of Islamic marketing: A review and research agenda. Journal of Islamic Marketing, 11(4), 897–912. https://doi.org/10.1108/JIMA-06-2018-0117
Anggraini, I., & Dewanti, D. S. (2020). The effect of halal foods awareness on purchase decision with religiosity as a moderating variable. Journal of Economics Research and Social Sciences, 4(1), 1–13. https://doi.org/10.18196/jerss.040116
Ariansyah, A., Najib, M., & Munandar, J. M. (2020). Faktor-faktor yang memengaruhi niat konsumen untuk membeli produk melalui e-commerce. Jurnal Manajemen dan Organisasi, 11(2), 83–90. https://doi.org/10.29244/jmo.v11i2.32170
Bashir, A. M. (2019). Effect of halal awareness, halal logo, and attitude on foreign consumers’ purchase intention. British Food Journal, 121(9), 1998–2015. https://doi.org/10.1108/BFJ-01-2019-0011
Bonne, K., & Verbeke, W. (2020). Muslim consumers’ motivations toward halal food consumption: Exploring attitudes and consumption dynamics. Appetite, 147, 104547. https://doi.org/10.1016/j.appet.2020.104547
Bonne, K., & Vermeir, I. (2021). Impact of habitual halal food consumption on decision-making: Evidence from European markets. Journal of Consumer Behaviour, 20(3), 580–597. https://doi.org/10.1002/cb.1902
Djunaidi, M., Oktavia, C. B. A., Fitriadi, R., & Setiawan, E. (2021). Perception and consumer behavior of halal products toward purchase decision in Indonesia. Jurnal Teknik Industri, 22(2), 171–184. https://doi.org/10.22219/jtiumm.vol22.no2.171-184
Esa, I., Masud, F., & Gunanto, E. Y. (2021). Pengaruh faktor kesadaran halal, harga, pelayanan, dan religiusitas terhadap keputusan pembelian Orichick di Kota Semarang. Ad-Deenar: Jurnal Ekonomi dan Bisnis Islam, 5(2), 283–298. https://doi.org/10.30868/ad.v5i02.1316
Haque, A., Khan, F., & Rahman, S. (2023). Storytelling and consumer engagement: Halal food marketing in the digital era. Journal of Islamic Marketing, 14(1), 132–150. https://doi.org/10.1108/JIMA-06-2022-0159
Kalputri, S. (2019). The influence of motivation, perception, and consumer attitude towards purchasing decisions of Olive Fried Chicken. Management Studies and Entrepreneurship Journal, 2(2), 92–99. http://journal.yrpipku.com/index.php/msej
Lada, S., Tanakinjal, G. H., & Amin, H. (2021). Predicting intention to choose halal products using the theory of reasoned action. International Journal of Islamic Marketing and Branding, 6(3), 210–230. https://doi.org/10.1504/IJIMB.2021.112054
Mukhtar, A., & Butt, M. M. (2023). The influence of halal certification and visual cues on consumer purchase intention. Journal of Retailing and Consumer Services, 72, 103124. https://doi.org/10.1016/j.jretconser.2023.103124
Ngah, A. H., Rahman, S., & Abidin, A. (2022). The role of visual halal verification in purchase decision-making. Food Research International, 158, 111577. https://doi.org/10.1016/j.foodres.2022.111577
Nur’aeni, N. (2021). The effect of halal label, brand image, and price on the decision to purchase Wardah cosmetics. Dimensi, 10(2), 240–254. https://doi.org/10.33373/dms.v10i2.2908
Rahim, N., & Musa, R. (2022). Purchase intention as a mediator of halal marketing communication. Journal of Islamic Marketing, 13(2), 345–362. https://doi.org/10.1108/JIMA-05-2022-0148
Rahman, M., Haque, A., & Zaman, H. (2021). Digital literacy, halal certification, and consumers’ purchase behavior. Journal of Retailing and Consumer Services, 62, 102651. https://doi.org/10.1016/j.jretconser.2021.102651
Rektiansyah, R. R., & Auwalin, I. (2022). Analysis of the impact of halal awareness and halal labels on the purchase intention of Korean instant noodles among adolescents. Jurnal Ekonomi Syariah Teori dan Terapan, 9(5), 600–616. https://doi.org/10.20473/vol9iss20225pp600-616
Shafie, S., & Othman, M. (2021). Halal consumption, religiosity, and consumer trust in the global marketplace. Journal of Business Research, 133, 234–248. https://doi.org/10.1016/j.jbusres.2021.04.052
Suci Pertiwi, N., Efendi, N., Lubis, T. W. H., & Pelawi, P. (2024). Impact of brand identity, halal awareness on purchasing decisions with promotional interventions. Jurnal Ekonomi, 29(3), 469–486. https://doi.org/10.24912/je.v29i3.2318
Thomson Reuters & DinarStandard. (2023). State of the global Islamic economy report 2023/24. DinarStandard. https://cdn.salaamgateway.com/special-coverage/SGIER2023
Tieman, M., & Hassan, F. (2023). The mediating role of brand trust in halal consumption decisions. International Journal of Consumer Studies, 47(2), 215–232. https://doi.org/10.1111/ijcs.12845
Wilson, J. A. J., & Liu, J. (2022). Digital transparency and halal food trust: Implications for global branding. Journal of Retailing and Consumer Services, 69, 103097. https://doi.org/10.1016/j.jretconser.2022.103097
Yunus, N. S., Ahmad, R., & Osman, H. (2023). The role of purchase intention as a mediator between halal certification and consumer purchase decision. Journal of Islamic Marketing, 14(3), 478–497. https://doi.org/10.1108/JIMA-04-2023-0181
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Pingki Susanti, Ibnu Khajar
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a 