Anteseden Minat Muslim untuk Membeli Makanan Korea Halal: Studi di Indonesia

Abstract

ABSTRAK Penelitian ini bertujuan untuk menginvestigasi faktor-faktor yang memengaruhi Muslim di Indonesia berniat untuk membeli makanan Korea bersertifikasi Halal MUI. Metode sampling yang digunakan yaitu teknik purposive sampling dengan kriteria Muslim di Indonesia yang mengetahui makanan Korea bersertifikasi Halal MUI dan berusia > 18 tahun. Penelitian ini mendapatkan 190 responden dan data diolah menggunakan metode PLS-SEM. Variabel yang digunakan dalam penelitian ini yaitu pengetahuan tentang makanan Halal, sikap, religiusitas, dan niat beli. Hasil dari penelitian ini menunjukkan bahwa pengetahuan tentang makanan Halal dan religiusitas memengaruhi sikap terhadap makanan Korea bersertifikasi Halal MUI secara positif dan signifikan. Pengetahuan tentang makanan Halal dan sikap juga memengaruhi niat beli makanan Korea bersertifikasi Halal MUI secara positif dan signifikan. Namun, religiusitas ditemukan tidak memengaruhi niat beli makanan Korea bersertifikasi Halal MUI. Hasil penelitian ini diharapkan dapat membantu pelaku bisnis pada industri makanan Korea untuk mengembangkan aspek apa saja yang dapat meningkatkan niat beli Muslim terhadap makanan Korea bersertifikasi Halal MUI. Kata Kunci: pengetahuan, sikap, religiusitas, niat beli, makanan Korea, makanan halal. ABSTRACT This study aims to investigate  factors that influence Indonesian Muslims to purchase Korean food with MUI Halal certification. This study uses a purposive sampling technique with criteria: Muslims in Indonesia who know Korean food with MUI Halal certification and aged > 18 years. This study obtained 190 respondents and the data was processed using PLS-SEM method. The variables used in this study are knowledge of Halal food, attitudes, religiosity, and purchase intentions. The results of this study indicate that knowledge about Halal food and religiosity affects attitudes towards Korean food with MUI Halal certification positively and significantly. Knowledge about Halal food and attitudes also positively and significantly influence the intention to buy Korean food with MUI Halal certification. However, religiosity was found to not affect the intention to buy Korean food with MUI Halal certification. The results of this study are expected to help businesses in Korean food industry to develop aspects that can increase Muslim’s purchase intentions for MUI Halal certified Korean food. Keywords: knowledge, attitude, religiosity, purchase intention, Korean food, halal food.   DAFTAR PUSTAKA Abd Rahman, A., Asrarhaghighi, E., & Ab Rahman, S. (2015). Consumers and halal cosmetic products: Knowledge, religiosity, attitude and intention. Journal of Islamic Marketing, 6(1), 148–163. https://doi.org/10.1108/JIMA-09-2013-0068 Aji, H. M. (2017a). Does skepticism toward halal label exist ? The empirical evidence from Indonesia 8th Global Islamic Marketing Conference Proceedings, 184-195. Aji, H. M. (2017b). 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