PENGARUH KEJELASAN LABELISASI HALAL DAN PERILAKU-BERAGAMA TERHADAP MINAT BELI KONSUMEN: ANALISIS DUA MODEL ALTERNATIF

Abstract. The Influence of Halal Labelization and Religious Behavior of Consumer Buying Interest: Analysis of Two Alternative Models. This research was conducted to determine the effect of clarity on halal labels, and religious attitudes and behavior on consumer buying interest. The attitude and behavior of Muslims in buying a product is influenced by the presence or absence of halal labels and religious attitudes and behavior. But at this time no one has examined the impact of the clarity / clarity of the halal label on a product in influencing the desires of Muslim consumers. In this study two models were developed, in which the first model wanted to see the impact of the clarity of halal labeling together with religious behavior as a purely independent variable effect on buying interest. Whereas alternative models or moderation models, want to see the possibility of halal label clarity as a moderating relationship between religious behavior and buying interest. This study shows that the clarity of the halal label is not a moderating variable on the relationship between religious behavior and buying interest, but it is a purely independent variable that together religious behavior encourages buying interest. The results showed that the clarity of the halal label is a major factor that can encourage buying interest in Muslim consumers. Then furthermore, the level of observance of Muslims in implementing religion/ religious observance also encourages interest in buying halal products.

Abstrak: Pengaruh Kejelasan Labelisasi Halal dan Perilaku Beragama Terhadap Minat Beli Konsumen: Analisis Dua Model Alternatif. Penelitian ini melihat pengaruh kejelasan label halal, dan sikap serta perilaku beragama terhadap minat beli konsumen. Sikap dan perilaku umat muslim dalam membeli suatu produk dipengaruhi oleh ada tidaknya label halal serta sikap dan perilaku beragama. Tetapi saat ini belum ada yang meneliti dampak jelasannya / kejelasan label halal dalam suatu produk dalam mempengaruhi keinginan konsumen muslim. Dalam penelitian ini dikembangkan dua model, dimana model pertama ingin melihat dampak kejelasan labelisasi halal bersama-sama dengan perilaku beragama sebagai variabel independen murni pengaruhnya terhadap minat beli. Sedangkan model alternatif atau model moderasi, ingin melihat kemungkinan kejelasan label-halal sebagai moderasi hubungan antara perilaku beragama terhadap minat beli. Penelitian ini menunjukkan bahwa kejelasan label halal bukan merupakan variabel moderasi terhadap hubungan antara perilaku beragama dengan minat beli, tetapi merupakan variable independen murni yang bersama-sama perilaku beragama mendorong minat beli. Hasil penelitian menunjukkan bahwa kejelasan label halal merupakan faktor utama yang dapat mendorong minat beli konsumen muslim. Kemudian selanjutnya, tingkat ketaatan muslim dalam melaksanakan agama/ taat dalam beragama juga mendorong minat beli produk halal.