清真产品购买决策的决定因素:清真认证的中介效应

Zikry Ramadhan, Faizi, Hsiang-Hsi Liu, Yu-Ning Wang, Kevin Prilano, A. Sudarso, Fajrillah Fajrillah, ‘Pengaruh Harga, Keamanan Dan, Promosi Terhadap, Keputusan Pembelian, Toko Online, Lazada’
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引用次数: 0

摘要

在穆斯林社区流通的许多食品和饮料产品不符合清真产品的标准,其中之一就是没有显示清真认证标签。作为在食品和饮料方面遵守伊斯兰教法的一部分,清真认证是影响穆斯林购买决策的一个重要因素。本研究旨在通过清真认证这一中介变量,分析宗教信仰、病毒式营销和价格对穆斯林群体购买清真产品决策的影响程度。研究模式为定量研究,涉及 174 名受访者,采用非概率抽样和目的性抽样两种抽样技术。本研究使用通过社交媒体分发的谷歌表格问卷收集原始数据。分析技术采用了 Smart PLS 软件。主要研究结果证实,宗教信仰和病毒式营销对直接购买清真产品的决定有重大影响。相比之下,价格对直接购买清真产品的决定没有显著影响。同时,清真认证测试是一种中介,它不能间接地调解宗教信仰、病毒式营销和价格变量对清真产品购买决策的影响。本研究的局限性在于缺乏将清真认证作为中介变量的参考。所使用的变量仍然局限于三个独立变量,所获得的受访者仍然以学生和 Z 世代为主。在进一步研究中,建议使用本研究中使用的自变量以外的自变量,并从普通大众中招募受访者。
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Determinants of Purchase Decision on Halal Product: The Mediating Effect of Halal Certification
Many food and beverage products circulating among Muslim communities do not meet the standards for halal products, one of which is the display of halal certification labels. Halal certification is a major factor in a Muslim's purchase decision as part of observing Islamic law in terms of food and beverages. This study aimed to analyze the extent to which religiosity, viral marketing, and price affect the purchase decision of halal products for the Muslim community through halal certification as a mediation variable. The research model was quantitative and involved 174 respondents with non-probability sampling and purposive sampling sampling techniques. This study used primary data collected through questionnaires in Google Forms distributed through social media. The analysis technique utilized the Smart PLS software. The main findings confirm that religiosity and viral marketing have a significant influence on the decision to purchase halal products directly. In contrast, prices do not have a significant effect on the decision to purchase halal products directly. Meanwhile, the halal certification testing is mediation, and it is not able to mediate the relationship between religiosity, viral marketing, and price variables towards the purchase decision of halal products indirectly. A limitation of this study is the lack of references to halal certification as a mediating variable. The variables used are still limited to three independent variables, and the respondents obtained are still dominated by students and Generation Z. For further research, it is recommended to use independent variables other than those used in this study and embrace respondents from the general public.
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