Analisis Variabel yang Mempengaruhi Keputusan Pembelian Makanan Halal Melalui GoFood Saat Covid-19

Abstract

This research aims to find out and explain about Variables That Affect Halal Food Purchase Decisions Through GoFood During Covid-19. Quantitative methods are the methods used in this research. The population of this research were the Muslim community of GoFood service users in Jabodetabek during the Covid-19 pandemic. Samples were taken are 265 respondents with purposive sampling. This research used primary data and data collection techniques using questionnaires. The data analysis techniques used in this research are inner model and outer model with analysis tool used is SmartPLS. This research explains that the existence of halal labels on the GoFood application helps consumers in making purchasing decisions in GoFood, in other words halal labels have a significant effect. The quality of service in accordance with sharia rules and contactless delivery must be applied with the aim to improve the comfort of consumers, in other words the quality of service has a significant effect. Price will be considered by consumers to buy a product, but with the condition of Covid-19 even though the price listed is high still decide to use GoFood services, in other words the price has no significant effect.