RELIGIOSITY AND HALAL LITERACY AS DETERMINANTS OF CONSUMER DECISION-MAKING IN PURCHASING HALAL FOOD VIA ONLINE PLATFORMS

Nurheti Nurheti, Dedi Wahyudi

Abstract


This study aims to analyze the influence of religiosity and halal literacy on consumer decisions in purchasing halal food through online platforms. This research applies a quantitative approach using a correlational method. The population consists of millennial generation high school students in Pringsewu Regency, with a sample of 150 respondents selected randomly. The research instrument was a questionnaire that had been tested for validity and reliability. The results of the multiple linear regression test indicate that religiosity and halal literacy have a positive and significant influence on online halal food purchasing decisions, both partially and simultaneously. The coefficient of determination (R²) is 0.539, indicating that 53.9% of purchasing decisions are explained by religiosity and halal literacy, while the remaining percentage is influenced by other factors. These findings emphasize the importance of halal education and the strengthening of religious values in shaping halal consumption behavior among the younger generation.

Keywords


Religiosity, Halal Literacy, Purchase Decision, Halal Food, Online Platform

Full Text:

PDF

References


T. Hidayat and M. Siradj, “Literasi halal di kalangan generasi muda muslim Indonesia,” J. Halal, vol. 3, no. 1, pp. 44–55, 2015.

R. Rahardi, A. Nugroho, and M. Fajri, “Pengaruh religiusitas dan literasi halal terhadap keputusan pembelian,” J. Ekon. Islam, vol. 10, no. 1, pp. 11–21, 2016.

H. Taufiq and F. Andina, “Hubungan religiusitas dengan keputusan pembelian produk halal,” J. Psikol. Islam, vol. 2, no. 2, pp. 89–98, 2018.

R. Aulia, “Tingkat religiusitas dan minat beli produk halal,” J. Al-Mashlahah, vol. 6, no. 2, pp. 134–145, 2018.

L. Anggraeni, “Pengaruh religiusitas terhadap perilaku konsumsi halal,” J. Ekon. Syariah, vol. 8, no. 2, pp. 121–130, 2020.

M. Ibnunas and A. Harjawati, “Religiusitas dan preferensi konsumsi makanan halal,” J. Penelit. Ekon. dan Bisnis, vol. 10, no. 1, pp. 45–53, 2021.

D. Olson and J. Paul, “Religion and consumer behavior: A review and research agenda,” J. Consum. Behav., vol. 13, no. 3, pp. 195–203, 2014.

M. Arif, N. Sari, and A. Maulida, “Halal literacy dan pengaruhnya terhadap keputusan pembelian produk halal,” J. Ekon. dan Bisnis Islam, vol. 6, no. 1, pp. 33–42, 2019.

M. Wicaksono and R. Astutik, “Pengaruh literasi halal terhadap preferensi produk makanan halal,” J. Manaj. dan Kewirausahaan, vol. 8, no. 1, pp. 54–63, 2020.

I. Salehudin, “Halal consumer behavior: Understanding and modeling decision making of Indonesian muslim consumers,” Indones. J. Bus. Adm., vol. 1, no. 1, pp. 7–16, 2010.

D. Rachmanto and T. Widyanto, “Faktor-faktor yang mempengaruhi keputusan pembelian konsumen,” J. Ris. Manaj., vol. 5, no. 2, pp. 100–108, 2015.

P. Kotler and G. Armstrong, Prinsip-Prinsip Pemasaran. Jakarta: Erlangga, 2003.

A. Vristiyana, “Religiusitas dan literasi halal terhadap keputusan pembelian produk halal,” J. Penelit. dan Kaji. Ilm. Mhs., vol. 4, no. 1, pp. 23–31, 2019.

Sugiyono, Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta, 2011.

Soenyono and Basrowi, Metode Penelitian Pendidikan dan Ilmu Sosial. Yogyakarta: CV. Pustaka Baru, 2020.

Basrowi and N. Utami, Metodologi Penelitian Kuantitatif. Surabaya: Pustaka Ilmu, 2019.

Basrowi and N. Utami, Teknik Analisis Data Kuantitatif dengan SPSS. Surabaya: Pustaka Ilmu, 2020.




DOI: https://doi.org/10.56327/jurnaltam.v16i1.1832

Refbacks

  • There are currently no refbacks.