KESADARAN HALAL DALAM MEMEDIASI KETERLIBATAN PRODUK TERHADAP KEPUTUSAN BELI DELIVERY FOOD

Aji Surya Putra, Yudha Trishananto

Abstract


Hubungan antara informasi produk dengan Product Knowledge dan Product Involvement, kurangnya pemahaman informasi tentang produk halal. Ada beberapa produk halal yang masih belum terverifikasi kehalalannya. Penelitian ini bertujuan merakit model hipotetis penting dan tepat sehingga Halal Awareness dapat menghubungkan koneksi antara Product Knowladge dan Product Involvement terhadap Purchase Desicion sebelum menetap pada pembelian, dan secara khusus untuk menunjukkan 7 spekulasi model hipotetis sehingga Halal Awareness dapat menghubungkan koneksi antara Product Knowladge dan Product Involvement sebelum menetapkan pembelian, dan menunjukkan 7 spekulasi. Metode pengumpulan data melalui kuesioner yang disebarkan kepada Mahasiswa IAIN Salatiga. Sampel diambil sebanyak 340 responden dengan teknik random sampling. Data diperoleh kemudian diolah dengan menggunakan alat bantu SPSS versi 26. Analisis ini meliputi uji reliabilitas, uji validitas, uji regresi berganda, uji statistik melalui uji Ttest, Ftest serta koefisien determinan (R2) dan uji asumsi klasik. Hasil penelitian menunjukkan bahwa: 1) terdapat pengaruh Product Knowledge terhadap Halal Awareness, 2) terdapat pengaruh Product Involvement terhadap Halal Awareness, 3) terdapat pengaruh Product Knowledge terhadap Purchase Decision, 4) terdapat pengaruh Product Involvemen terhadap Purchase Decision, 5) terdapat pengaruh Halal Awareness terhadap Purchase Decision, 6) terdapat pengaruh Halal Awareness dalam memediasi Product Knowledge terhadap Purchase Decision, 7) terdapat pengaruh Halal Awareness dalam memediasi pengaruh Product Involvement terhadap Purchase Decision.

Keywords


Product Knowledge; Product Involvemen; Halal Awareness; Product Involvement

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DOI: https://doi.org/10.52657/jiem.v13i1.1728

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