MENGINVESTIGASI FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM MEMILIH PRODUK MAKANAN HALAL

HANDAYANI, LAUNA SEPTI (2019) MENGINVESTIGASI FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM MEMILIH PRODUK MAKANAN HALAL. S1 thesis, Universitas Negeri Jakarta.

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Abstract

Launa Septi Handayani, 2019; Investigating Factors Affecting Consumer Behavior in Choosing Halal Food Products. Thesis, Jakarta: Study Program S1 Management, Faculty of Economics, State University of Jakarta. The objectives of this study are: 1) To find out whether the halal logo affects to attitude of halal product 2) To find out whether halal knowledge affects to attitude towards halal product 3) To find out whether halal knowledge affects to purchase intention 4) To find out whether atitude of halal product affects to purchase intention 5) To find out whether atitude of halal product affects to consumer behavior 6) To find out whether purchase intention affects to consumer behavior. The sample of this research is people who are interested in buying halal donut products. The sampling technique used is purposive sampling with a sample size of 230 respondents. This study uses a questionnaire that was distributed directly and online. Data analysis using SPSS and AMOS. The results of hypothesis testing show that the Halal logo and Halal knowledge play an important role in formed of attitude towards halal product and purchase intention, so that consumer behavior will emerge. In halal knowledge variable on attitude towards halal product, it has a critical ratio (C.R) value of 15.896. In halal logo variable on attitude towards halal product has a critical ratio (C.R) value of 15.896. In halal variable knowledge of purchase intention has a critical ratio (C.R) value of 3.128. On variable attitude to halal product on purchase intention has a value of critical ratio (C.R) of 15.896. On variable attitude to halal product on consumer behavior has a critical ratio (C.R) of 4.670. On purchase intention variable on consumer behavior the critical ratio (C.R) value is 3.205. Hypothesis testing shows that all Critical Ratios are above 1,967, so the results of the study indicate that all hypotheses are acceptable. Keywords: Halal logo, Halal knowledge, attitude of halal product , purchase intention, consumer behavior.

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