Pengaruh Religiosity Serta Theory Of Planned Behavior Pada Behavioral Intention Dan Dampaknya Terhadap Physical Well Being Pada Pembelian Makanan Halal Di Aplikasi Oleh Masyarakat Jawa Tengah
Abstract
Besarnya pangsa pasar makanan halal di Indonesia dipengaruhi dengan adanya niat perilaku pembelian
masyarakat Indonesia terhadap makanan halal dan adanya pemikiran bahwa makanan halal merupakan makanan
yang harus dikonsumsi oleh banyak masyarakat. Perihal niat perilaku seseorang berkaitan dengan Theory of
Planned Behavior (TPB). Perilaku yang dilakukan dan dirasakan oleh konsumen biasanya dipengaruhi oleh
keyakinan yang dipegang dan dianut oleh setiap konsumen seperti agama (religiosity).Penelitian ini dilakukan di
Jawa Tengah dengan menggunakan pendeketan dari theory of planned behavior sebagai variabel eksogen dan
physical well being sebagai variabel endogen. Tujuan dari penelitian ini yaitu untuk mengungkapkan besarnya
pengaruh religiusitas, sikap, norma subjektif, kontrol perilaku yang dirasakan terhadap niat perilaku pembelian
pada makanan halal dan mengidentifikasi konsumsi makanan halal yang mempengaruhi physical well being.
Teknik dalam penentuan anggota sampel menggunakan Teknik non-probability sampling dengan jumlah
responden sebanyak 385 responden.Hasil penelitian ini menunjukan bahwa variabel religiosity dan seluruh
variabel dari Theory Planned of Behavior memiliki pengaruh positif dan signifikan terhadap behavioral intention
pembelian makanan halal oleh masyarakat Jawa Tengah. Namun, Pada pengaruhnya terhadap kesejahteraan fisik
hanya variabel perceived behavioral control yang tidak memiliki pengaruh positif dan signifikan terhadap
kesejahteraan fisik masyarakat Jawa Tengah.
Kata Kunci-religiusitas, sikap, norma subjektif, kontrol perilaku yang dirasakan, makanan halal
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