Ahmad Fajar Dewantara*
Fakultas Ekonomi dan Bisnis, Universitas Jember, Indonesia
DOI: https://doi.org/10.19184/ijabah.v1i2.374
ABSTRACT
Allah SWT commands humans to always consume halal, healthy food and have complete faith in Allah SWT. The purpose of this study was to analyze the effect of religiosity, halal awareness, and health reasons on purchasing decisions at McDonald's GKB. The object of this research is the Muslim consumers of McDonald's Gresik Kota Baru with a total of 97 respondents using the incidental sampling technique. This study uses path analysis as an analytical tool. Based on the results of this study, religiosity has a positive effect of 1.5% but not significant on purchasing decisions, halal awareness has a positive effect of 1.3% but not significant on purchasing decisions, health reasons have a positive effect of 5.2% but not significant on purchasing decisions.
Keywords: religiosity, halal awareness, health reasons, purchasing decisions
ABSTRAK
Allah SWT memerintahkan kepada manusia untuk selalu mengonsumsi makanan yang halal, menyehatkan dan beriman dengan sepenuh kepada Allah SWT. Tujuan penelitian ini menganalisis pengaruh religiusitas, kesadaran halal, dan alasan kesehatan terhadap keputusan pembelian di McDonald’s GKB. Objek penelitian ini adalah konsumen muslim McDonald’s Gresik Kota Baru dengan jumlah 97 responden yang menggunakan teknik insidental sampling. Penelitian ini menggunakan analisis jalur sebagai alat analisis. Berdasarkan hasil penelitian ini religiusitas berpengaruh positif sebesar 1,5% tetapi tidak signifikan terhadap keputusan pembelian, kesadaran halal berpengaruh positif sebesar 1,3% tetapi tidak signifikan terhadap keputusan pembelian, alasan kesehatan berpengaruh positif sebesar 5,2% tetapi tidak signifikan terhadap keputusan pembelian.
Keywords: religiusitas, kesadaran halal, alasan kesehatan
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Published
01-04-2023
Issue
Vol. 1 No. 2 (2023): Indonesian Journal of Sharia Economics, Business, and Halal Studies
Pages
117-127
License
Copyright (c) 2023 Indonesian Journal of Sharia Economics, Business, and Halal Studies
How to Cite
Dewantara, A. F. (2023). Pengaruh Religiusitas, Kesadaran Halal, Dan Alasan Kesehatan Terhadap Keputusan Pembelian Di Mcdonald’s Gresik Kota Baru. IJABAH, 1(2), 117-127.
