FAKTOR FAKTOR YANG BERPENGARUH TERHADAP MINAT BELI MAKANAN HALAL DI INDONESIA

(Studi Kasus Pada Konsumen Minoritas Muslim di Desa Argosari Kecamatan Senduro Kabupaten Lumajang)

  • Umi Kalsum STIE Widya Gama Lumajang
  • Ainun Jariah STIE Widya Gama Lumajang
  • Anisatul Fauziah STIE Widya Gama Lumajang
Keywords: halal label, price, promotion, buying interest

Abstract

The development of the halal food industry has become the attention of the Indonesian government, this is evident from the existence of laws and regulations to develop the halal industry regarding halal industry guarantees. This study aims to determine the effect of halal labels, prices, promotions directly and indirectly, partially or simultaneously on interest in buying halal food in Indonesia (Case Study of Muslim Minority Consumers in Argosari Village, Senduro District, Lumajang Regency). The data needed in this study were obtained through interviews using a questionnaire with 82 respondents. The data obtained were analyzed using the Multiple Linear Regression Test. The results of multiple regression testing show that the price has a significant positive effect on purchase intention. The results of this study indicate that partially the price has an effect on buying interest, while for halal labels and promotions it has no effect. Simultaneously, halal labels, prices, promotions have a positive effect on interest in buying halal food in Indonesia (Case Study of Muslim Minority Consumers in Argosari Village, Senduro District, Lumajang Regency). Simultaneously, the variables of halal label, price, promotion have an effect on R2 of 45.7% while the rest are influenced by other variables.

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Published
2021-09-20