PERAN KESADARAN HALAL, PERSEPSI HARGA, DAN CITRA MEREK TERHADAP MINAT PEMBELIAN SUSHI TEI (Suatu Kasus pada Mahasiswa Non-Muslim di Kota Bandung)

Fatia Rahmawati, - and Hilda Monoarfa, - and Ripan Hermawan, - (2025) PERAN KESADARAN HALAL, PERSEPSI HARGA, DAN CITRA MEREK TERHADAP MINAT PEMBELIAN SUSHI TEI (Suatu Kasus pada Mahasiswa Non-Muslim di Kota Bandung). S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini berangkat dari permasalahan produk halal semakin menarik perhatian konsumen non-Muslim. Tidak hanya sebagai simbol kepatuhan agama, tetapi juga sebagai standar mutu yang menjamin kebersihan, keamanan, dan nilai kesehatan. Fenomena ini mencerminkan pergeseran persepsi di mana halal kini dianggap sebagai nilai tambah yang universal. Penelitian ini dilakukan untuk mengetahui gambaran deskriptif dan peran kesadaran halal, persepsi harga, dan citra merek terhadap minat pembelian. Subjek dalam penelitian ini yaitu mahasiswa non-muslim aktif pada perguruan tinggi di Kota Bandung, yang meliputi Universitas Pendidikan Indonesia, Institut Teknologi Bandung, Universitas Telkom, Universitas Katolik Parahyangan, Universitas Kristen Maranatha, Universitas Padjadjaran, Politeknik Negeri Bandung, Politeknik Pariwisata NHI Bandung, serta Universitas Widyatama. Dalam konteks ini, Sushi Tei menjadi objek penelitian karena memiliki sertifikasi halal yang memperkuat posisinya di pasar. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif dan kausalitas. Data dikumpulkan melalui kuisioner yang disebarkan kepada 134 responden mahasiswa non-Muslim di Kota Bandung yang mengetahui Sushi Tei. Sedangkan analisis data dilakukan dengan Partial Least Squares Structural Equation Modeling (PLS-SEM). Teknik pengambilan sampel menggunakan purposive sampling. Hasil penelitian deskriptif menunjukkan variabel kesadaran halal, persepsi harga, citra merek, dan minat pembelian termasuk dalam kategori tinggi. Hasil uji hipotesis penelitian ini menunjukkan pengaruh dan signifikansi dari variabel kesadaran halal, persepsi harga, dan citra merek terhadap minat pembelian. Implikasi dari penelitian ini adalah bahwa kesadaran halal, persepsi harga, dan citra merek memainkan peran penting dalam minat pembelian non-muslim terhadap produk sushi halal. Penelitian ini diharapkan menjadi referensi untuk penelitian selanjutnya dan memperkuat perilaku konsumen dalam konteks lintas agama dengan menegaskan bahwa kebersihan, kualitas dan keamanan merupakan nilai-nilai yang universal, terlepas dari latar belakang keyakinan atau agama konsumen. This research is based on the growing interest of non-Muslim consumers in halal products, not only as a symbol of religious obedience but also as a quality standard that guarantees cleanliness, safety, and health value. This phenomenon reflects a shift in perception where halal is now considered a universal added value. This study was conducted to obtain a descriptive overview and the role of halal awareness, price perception, and brand image on purchasing intention. The subjects in this study were active non-Muslim students at universities in Bandung City, including the Indonesian University of Education, Bandung Institute of Technology, Telkom University, Parahyangan Catholic University, Maranatha Christian University, Padjadjaran University, Bandung State Polytechnic, NHI Bandung Tourism Polytechnic, and Widyatama University. In this context, Sushi Tei was chosen as the object of research because it has halal certification that strengthens its position in the market. The research method used was quantitative with a descriptive and causal approach. Data were collected through questionnaires distributed to 134 non-Muslim student respondents in Bandung City who were familiar with Sushi Tei. Meanwhile, data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The sampling technique used purposive sampling. The results of this descriptive study indicate that the variables of halal awareness, price perception, brand image, and purchase intention are included in the high category. The results of this study's hypothesis testing indicate the influence and significance of the variables of halal awareness, price perception, and brand image on purchase intention. The implication of this study is that halal awareness, price perception, and brand image play a significant role in non-Muslims' purchase intention for halal sushi products. This study is expected to serve as a reference for further research and strengthen consumer behavior in an interfaith context by emphasizing that cleanliness, quality, and safety are universal values, regardless of the consumer's religious or belief background.

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Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing : Hilda Monoarfa: 6150134 Ripan Hermawan: 6005860
Uncontrolled Keywords:	Industri Halal, Makanan Halal, Kesadaran Halal, Persepsi Harga, Citra Merek, Minat Pembelian, Sushi, Non-Muslim. Halal Industry, Halal Food, Halal Awareness, Price Perception, Brand Image, Purchase Intention, Sushi, Non-Muslims
Subjects:	B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc H Social Sciences > HB Economic Theory H Social Sciences > HG Finance
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam
Depositing User:	Fatia Rahmawati
Date Deposited:	23 Sep 2025 01:27
Last Modified:	23 Sep 2025 01:27
URI:	http://repository.upi.edu/id/eprint/140339

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