Anteseden Perilaku Belanja Makanan Berlogo Halal pada Brand Sar
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Abstract
Logo halal menjadi salah satu faktor pertimbangan yang dilakukan oleh konsumen muslim dalam memilih makanan yang akan dikonsumsinya. Dengan adanya logo halal dalam kemasan makanan, akan berpengaruh terhadap behavior of halal labeled-food shopping Sari Roti di Jakarta. Tujuan penelitian ini adalah untuk menguji pengaruh spirituality, subjective norm, image, trust dan intention terhadap behavior of halal labeled-food shopping Sari Roti di Jakarta. Sampel dipilih sebanyak 220 responden konsumen Sari Roti di Jakarta. Pengolahan data dalam penelitian ini menggunakan program Smart-PLS 3.2.9. Hasilnya menunjukan bahwa subjective norm, image dan intention memiliki pengaruh yang positif dan signifikan terhadap behavior of halal labeled-food shopping Sari Roti di Jakarta. Sedangkan spirituality dan trust tidak memiliki pengaruh yang signifikan terhadap behavior of halal labeled-food shopping konsumen Sari Roti di Jakarta.
The halal logo is one of the consideration factors made by muslim consumers in choosing the food they will consume. With the halal logo in the food packaging, will affect the behavior of halal labeled-food shopping Sari Roti in Jakarta. The purpose of this research is to test the influence of spirituality, subjective norm, image, trust and intention towards behavior of halal labeled-food shopping Sari Roti in Jakarta. The sample was selected by 220 respondents of Sari Roti consumers in Jakarta. Data processing in this research used the Smart-PLS 3.2.9 program. The results show that subjective norms, image and intention have a positive and significant influence on the behavior of halal labeled-food shopping Sari Roti in Jakarta. Meanwhile, spirituality and trust does not have a significant influence on the behavior of halal labeled-food shopping of Sari Roti consumers in Jakarta.
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