Analysis of the Impact of Halal Awareness and Halal Labels to the Purchase Intention of Korean Instant Noodles on Adolescents in Sumenep through Attitude - Rahmat Robbi Rektiansyah; Ilmiawan Auwalin (Universitas Airlangga, 2022)
ABSTRAK Tujuan dilangsungkannya sebuah penelitian ini ialah untuk mengkaji pengaruh kesadaran halal dan label halal terhadap niat beli mie instan Korea pada remaja di Sumenep melalui sikap. Metode penelitian yang digunakan yaitu kuantitatif dengan menggunakan data primer. Sampel yang digunakan yaitu 100 responden yang belum pernah membeli mie instan Korea. Pengujian menggunakan analisis SEM-PLS dengan konstruk yang menunjukkan semua konstruk mempunyai hasil yang valid, sehingga dilanjutkan pengujian pada hubungan antar variabelnya. Secara langsung kesadaran halal berpengaruh signifikan terhadap sikap, namun kesadaran halal tidak berpengaruh signifikan terhadap niat beli. Label halal berpengaruh secara signifikan t atas niat beli, namun label halal tidak berpengaruh signifikan terhadap sikap, dan sikap berpengaruh secara signifikan atas niat beli. Secara tidak langsung, kesadaran halal berpengaruh signifikan terhadap niat beli jika melalui sikap, sedangkan label halal tidak berpengaruh signifikan terhadap niat beli jika melalui sikap. Penelitian ini hanya berfokus terhadap remaja generasi Z usia 13-23 tahun di Sumenep yang belum pernah membeli mie instan Korea. Adapun saran pada penelitian ini adalah remaja generasi Z di Sumenep diharapkan lebih memperhatikan dan peduli terhadap kehalalan suatu produk yang dikonsumsi, dan bagi peneliti selanjutnya diharapkan meneliti hal serupa dengan mengganti objek dan tempat penelitian. Kata Kunci: Kesadaran Halal, Label Halal, Niat Beli, Sikap. ABSTRACT The purpose of this research is to examine the effect of halal awareness and halal label on the intention to buy Korean instant noodles in adolescents in Sumenep through attitudes. The research method used is quantitative using primary data. The sample used is 100 respondents who have never bought Korean instant noodles. The test uses SEM-PLS analysis with constructs that show all constructs have valid results, so that testing continues on the relationship between the variables. Halal awareness directly has a significant effect on attitudes, but halal awareness has no significant effect on purchase intention. Halal labels have a significant effect on purchase intention, but halal labels have no significant effect on attitudes, and attitudes have a significant effect on purchase intentions. Indirectly, halal awareness has a significant effect on purchase intention if it is through attitude, while the halal label has no significant effect on purchase intention if it is through attitude. This study only focuses on Generation Z teenagers aged 13-23 years in Sumenep who have never bought Korean instant noodles. 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