ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI NIAT BELI PRODUK HALAL

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Published: Sep 27, 2020
DOI: https://doi.org/10.24853/trd.1.1.1-15

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Rossje V Suryaputri
Universitas Trisakti

Abstract

Meningkatnya populasi Muslim berdampak terhadap daya beli konsumen Muslim yang semakin besar. Hal ini didukung pula oleh meningkatnya kesadaran halal di kalangan umat Muslim, sehingga meningkatkan peluang bisnis industri makanan dan minuman halal. Penelitian ini menganalisis faktor-faktor yang mempengaruhi niat beli produk makanan dan minuman halal yaitu religiusitas, kesadaran halal, dan sertifikasi halal. Rancangan penelitian ini menggunakan pendekatan causal descriptive dengan uji hipotesis menggunakan data cross section yang dikumpulkan melalui kuesioner. Analisis data yang berhasil dikumpulkan menggunakan regresi linier berganda. Hasil penelitian ini menemukan bahwa religiusitas, kesadaran halal, dan sertifikasi halal berpengaruh secara positif dan signifikan terhadap niat beli konsumen Muslim, baik secara simultan maupun parsial.

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How to Cite
Suryaputri, R. V. (2020). ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI NIAT BELI PRODUK HALAL. Taraadin : Jurnal Ekonomi Dan Bisnis Islam, 1(1), 1–15. https://doi.org/10.24853/trd.1.1.1-15
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Vol. 1 No. 1 (2020)
Section
Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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