Identifikasi Perilaku Konsumen Produk Pangan Halal Masyarakat Desa dan Dampaknya Pada Keputusan Pembelian

Ahmad Fawaiq Suwanan

doi:10.17977/um042v27i2p82-89

Identifikasi Perilaku Konsumen Produk Pangan Halal Masyarakat Desa dan Dampaknya Pada Keputusan Pembelian

Ahmad Fawaiq Suwanan

Abstract

Pertumbuhan permintaan produk halal memiliki dampak yang signifikan pada perkembangan pasar halal global. Tingginya permintaan pada produk halal terutama pangan mendorong semakin banyaknya produsen untuk mendorong sertifikasi halal. Pemahaman yang baik pada perilaku konsumen produk halal akan mendorong peningkatan pertumbuhan penjualan produk pangan halal terutama di wilayah pedesaan yang memiliki akses informasi yang lebih terbatas. Penelitian ini mengidentifikasi perilaku konsumen produk pangan halal dan dampaknya pada keputusan pembelian di wilayah pedesaan di Indonesia. Penelitian ini menggunakan metode kuantitatif dengan analisis data menggunakan Partial Least Square – Structural Equation Modelling (PLS-SEM). Penelitian ini melibatkan 267 responden masyarakat desa yang mengonsumsi produk pangan halal selama tiga tahun terakhir. Hasil penelitian menunjukkan bahwa keberadaan sertifikasi halal dan pemasaran produk berpengaruh positif dan signifikan terhadap kesediaan konsumen untuk membeli produk pangan halal di wilayah pedesaan di Indonesia. Adapun norma subjektif tidak memiliki pengaruh pada keputusan pembelian. Sehingga faktor eksternal tidak memiliki pengaruh terhadap keputusan masyarakat desa untuk membeli produk halal.

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DOI: http://dx.doi.org/10.17977/um042v27i2p82-89