Pengaruh Kehalalan, Religiositas, dan Harga terhadap Pembelian Produk Kemitraan Ayam Cepat Saji
DOI:
https://doi.org/10.59580/iesbir.v3i1.7749Abstract
Abstract
Indonesia's population has the largest number of Muslims in the world at 86.9% of the total population of Indonesia. Thus, Indonesia has real market potential in the halal industry. However, it is a shame that this potential has not been utilized optimally, because Indonesia's halal food index score is still ranked 4th in the world. This research aims to determine and analyze halal products, religiosity and price on purchasing decisions for fast food chicken partnership MSME products in DKI Jakarta using a quantitative approach method. The population determined in this research is Muslim consumers who have purchased food at the DKI Jakarta fast food chicken partnership MSME. The sample size in this study used 120 consumers. The sampling instrument in this research was obtained from distributing questionnaires. The technique used in this research is multiple linear regression. The data processing tool used is SPSS software version 26. The findings of the tests carried out showed that the halal product variables, religiosity and price partially and simultaneously had a significant influence on purchasing decisions for fast food chicken partnership MSME products in DKI Jakarta.
Keywords: Fast food chicken; Halal products; Price; Purchasing decisions; Religiosity.
Abstrak
Penduduk Indonesia memiliki jumlah muslim terbesar di dunia sebesar 86,9% dari total jumlah penduduk Indonesia. Dengan demikian, Indonesia memiliki potensi pasar yang nyata pada industri halal. Namun sangat disayangkan potensi tersebut belum dimanfaatkan secara maksimal, dikarenakan skor indeks makanan halal Indonesia masih terletak pada peringkat ke-4 di dunia. Penelitian ini mempunyai tujuan untuk mengetahui dan menganalisis produk halal, religiositas, serta harga terhadap keputusan pembelian produk UMKM kemitraan ayam cepat saji di DKI Jakarta dengan mempergunakan metode pendekatan kuantitatif. Populasi yang ditentukan di penelitian ini ialah konsumen muslim yang pernah melakukan pembelian makanan di UMKM kemitraan ayam cepat saji DKI Jakarta. Untuk jumlah sampel di penelitian ini mempergunakan 120 orang konsumen. Instrumen pengambilan sampel pada penelitian ini didapat dari penyebaran kuesioner. Teknik yang dipergunakan pada penelitian ini ialah regresi linier berganda. Adapun alat bantu pengolah data yang digunakan ialah software SPSS versi 26. Temuan pengujian yang dilaksanakan tersebut mendapat hasil bahwasanya variabel produk halal, religiositas, dan harga secara parsial dan simultan memberi pengaruh signifikan terhadap keputusan pembelian produk UMKM kemitraan ayam cepat saji di DKI Jakarta.
Kata kunci: Ayam cepat saji; Harga; Keputusan pembelian; Produk halal; Religiositas
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Copyright (c) 2024 Adzra Aziza, Tati Handayani
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