Factors Affecting the Intention to Buy Halal Food by the Millennial Generation: The Mediating Role of Attitude

Lilis Setiawati, Jhanghiz Syahrivar
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引用次数: 19

Abstract

The increasing Muslim population in recent years has resulted in an increased demand for halal food. This study aims to determine the effect of religiosity, awareness of halal food, and attitude towards halal food on purchase intention by millennial generations. This research is quantitative research with survey analysis method. The data used in this study is primary data using a questionnaire as a research instrument. The researchers surveyed 230 Muslim respondents of millennial age at President University. The sampling technique used in this study is judgment sampling method. Data analysis was performed using Partial Least Square-Structural Equation Model (PLS-SEM) software, namely SmartPLS version 3.2.8. The hypotheses were tested through path coefficient, t-Significance, p-Value, and determination coefficient (R²). Based on the results of this study, it is found that: 1) halal awareness has a significant effect on attitude towards halal food, 2) religiosity, halal awareness and attitude towards halal food each has a significant effect on purchase intention of halal food and finally, 3) halal awareness as mediated by attitude towards halal food has an effect on purchase intention of halal food. Whereas the relationship between religiosity and attitude towards halal food and the relationship between religiosity and purchase intention of halal food as mediated by attitude towards halal food cannot be supported. The result of this research is useful to predict the future of the halal industry in Muslim-majority countries. It is recommended that food marketers should consider these elements when producing and preparing marketing campaigns for halal foods.Bahasa Indonesia Abstrak: Meningkatnya populasi Muslim akhir-akhir ini berakibat pada meningkatnya permintaan terhadap makanan halal. Studi ini dimaksudkan untuk mengetahui pengaruh religiositas, kesadaran terhadap makanan halal, dan sikap terhadap makanan halal, terhadap intensi membeli makanan halal di kalangan generasi milenial. Penelitian ini merupakan penelitian kuantitatif yang menggunakan metode survai. Data yang digunakan merupakan data primer yang diperoleh dengan menggunakan kuesioner sebagai instrumen penelitian. Sampel penelitian adalah 230 orang Muslim dari generasi milenial di President University. Teknik sampling yang digunakan adalah judgment sampling method. Analisis data dilakukan dengan menggunakan Partial Least Square-Structural Equation Model (PLS-SEM) software, yaitu SmartPLS version 3.2.8. Hipotesa penelitian diuji dengan melihat nilai koefisien jalur, nilai t, nilai p, dan koefisien determinsasi (R²). Berdasarkan hasil analisis data, ditemukan bahwa: 1) kesadaran halal mempengaruhi sikap terhadap makanan halal secara signifikan, 2) religiositas, kesadaran halal, dan sikap terhadap makanan halal, masing-masing memiliki pengaruh yang signifikan terhadap intensi membeli makanan halal, 3) sikap terhadap makanan halal memediasi pengaruh kesadaran halal terhadap intensi membeli makanan halal. Hasil penelitian juga memperlihatkan bahwa pengaruh religiositas atas sikap terhadap makanan halal tidak didukung data, demikian pula sikap terhadap makanan halal tidak memediasi pengaruh religiositas terhadap intensi membeli makanan halal. Hasil penelitian ini diharapkan bermanfaat untuk memperkirakan masa depan industri Halal di negara yang berpenduduk mayoritas Muslim. Para pemasar makanan perlu mempertimbangkan variabel yang digunakan dalam penelitian ini ketika menghasilkan dan mempersiapkan kampanye pemasaran untuk makanan halal.
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影响千禧一代购买清真食品意愿的因素:态度的中介作用
近年来,穆斯林人口的增加导致对清真食品的需求增加。本研究旨在确定千禧一代的宗教信仰、清真食品意识和对清真食品的态度对购买意愿的影响。本研究采用调查分析法进行定量研究。本研究中使用的数据是使用问卷作为研究工具的原始数据。研究人员调查了总统大学230名千禧一代穆斯林受访者。本研究中使用的抽样技术是判断抽样法。使用偏最小二乘结构方程模型(PLS-SEM)软件进行数据分析,即SmartPLS版本3.2.8。通过通径系数、t显著性、p值和决定系数(R²)对假设进行检验。研究结果表明:1)清真意识对清真食品态度有显著影响;2)宗教信仰、清真意识和清真食品态度对清真食品购买意愿均有显著影响;3)清真意识以清真食品态度为中介对清真食品的购买意愿有影响。然而,宗教信仰与对清真食品的态度之间的关系,以及宗教信仰与清真食品购买意愿之间由对清真食品态度介导的关系是不可支持的。这项研究的结果有助于预测穆斯林占多数的国家清真产业的未来。建议食品营销人员在生产和准备清真食品营销活动时应考虑这些因素。印尼摘要:穆斯林人口的增加最近导致对非法食品的需求增加。这项研究旨在了解千禧一代的宗教信仰、对合法食物的意识和对合法食物态度对合法食物购买强度的影响。本研究采用调查法进行定量研究。所使用的数据是通过使用内聚力作为研究工具而获得的主要数据。研究样本是来自总统大学千禧一代的230名穆斯林。所使用的采样技术是判断采样方法。使用偏最小二乘结构方程模型(PLS-SEM)软件进行数据分析,该软件为SmartPLS 3.2.8版。通过观察直线系数的值、t值、p值和决定系数(R²)来检验研究假设。根据数据分析结果发现:(1)合法意识显著影响对合法食物的态度;(2)宗教意识、合法意识和对合法食物态度对合法食物强度都有显著影响;(3)合法意识提供了合法意识对合法食物强度的影响。研究还表明,宗教信仰对合法食物态度的影响没有得到支持,对合法食物的态度也没有说明宗教信仰对购买合法食物强度的影响。这项研究的结果有望用于计算穆斯林占多数的国家清真行业的未来。食品营销人员在生产和准备合法食品的营销活动时,需要考虑本研究中使用的变量。
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