KEPUTUSAN PEMBELIAN STREET FOOD DENGAN RELIGIOSITAS SEBAGAI VARIABEL MODERATOR: Studi pada Generasi Z Muslim di Bali

Ratih Fitriani, - and Hilda Monoarfa, - and Ripan Hermawan, - (2025) KEPUTUSAN PEMBELIAN STREET FOOD DENGAN RELIGIOSITAS SEBAGAI VARIABEL MODERATOR: Studi pada Generasi Z Muslim di Bali. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian dilatarbelakangi oleh fenomena konsumsi makanan yang dianggap halal meskipun belum memiliki sertifikasi halal, khususnya di Bali yang mayoritas penduduknya non-muslim dan akses terhadap makanan halal bersertifikat masih terbatas. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi keputusan pembelian makanan street food yang belum bersertifikat halal dengan pendekatan Theory of Planned Behavior (TPB). Variabel independen yang digunakan adalah kesadaran halal, norma subjektif, dan persepsi kontrol perilaku, dengan keputusan pembelian sebagai variabel dependen. Religiositas ditambahkan sebagai variabel moderator. Metode yang digunakan adalah kuantitatif dengan teknik analisis Partial Least Square-Structural Equation Modeling (PLS-SEM), melibatkan 141 responden dari generasi Z muslim di Bali. Hasil penelitian menunjukkan bahwa kesadaran halal, persepsi kontrol perilaku, dan religiositas berada pada kategori tinggi, sedangkan norma subjektif dan keputusan pembelian berada pada kategori sedang. Di samping itu, penelitian menunjukkan bahwa kesadaran halal berpengaruh negatif terhadap keputusan pembelian, sementara norma subjektif dan persepsi kontrol perilaku berpengaruh positif. Religiositas tidak memoderasi hubungan kesadaran halal dan keputusan pembelian. Temuan ini menekankan pentingnya kehatihatian konsumen muslim terhadap kehalalan produk serta perlunya transparansi informasi halal oleh pelaku usaha, terutama di wilayah dengan keterbatasan makanan halal. This study is motivated by the phenomenon of consuming food perceived as halal despite lacking official halal certification, particularly in Bali, where the majority of the population is non-Muslim and access to certified halal food is limited. The research aims to analyze the factors influencing the purchase decision of uncertified halal street food using the Theory of Planned Behavior (TPB) framework. The independent variables include halal awareness, subjective norms, and perceived behavioral control, with purchase decision as the dependent variable. Religiosity is introduced as a moderating variable. This quantitative study employs Partial Least Square-Structural Equation Modeling (PLS-SEM) for data analysis, involving 141 respondents from the Muslim Generation Z in Bali. The results of the study indicate that halal awareness, perceived behavioral control, and religiosity fall into the high category, while subjective norms and purchase decisions are in the moderate category. In addition, the study reveals that halal awareness has a negative effect on purchase decisions, whereas subjective norms and perceived behavioral control have positive effects. Religiosity does not moderate the relationship between halal awareness and purchase decision variables. These results highlight the importance of Muslim consumers exercising caution in food choices and underscore the need for business actors to provide transparent halal information, especially in regions with limited access to certified halal food.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=list_works&hl=id&user=lQ7BgX0AAAAJ&gmla=AH8HC4xlNwc11vpBncbtjMoQLgHBR90qDpjusJfVK6oqOfdQYrOZ84yQLY2D0tXE9-UrmgIezTU1TXIUsYe0nIzr-wZFGrJwp4W_7PNzbAYbLrpB660 ID SINTA Dosen Pembimbing: Hilda Monoarfa: 6150134 Ripan Hermawan: 6005860
Uncontrolled Keywords:	Keputusan Pembelian, Kesadaran Halal, Religiositas, Street Food, Theory of Planned Behavior. Purchase Decision, Halal Awareness, Religiosity, Street Food, Theory of Planned Behavior
Subjects:	H Social Sciences > H Social Sciences (General) L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam
Depositing User:	Ratih Fitriani
Date Deposited:	08 Sep 2025 04:26
Last Modified:	08 Sep 2025 04:26
URI:	http://repository.upi.edu/id/eprint/138009

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