DAMPAK PERSEPSI KEHALALAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KOTA MEDAN
DOI:
https://doi.org/10.31539/7e2e3f14Keywords:
Kehalalan Produk, Keputusan Pembelian, Konsumen Muslim, Perilaku Konsumsi, MedanAbstract
Kehalalan produk menjadi salah satu faktor penting dalam perilaku konsumsi masyarakat Muslim, terutama di daerah dengan tingkat religiusitas tinggi seperti Kota Medan. Peningkatan kesadaran masyarakat terhadap jaminan halal menjadikan penelitian ini penting untuk memahami bagaimana kehalalan produk memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh kehalalan produk terhadap keputusan pembelian konsumen di Kota Medan. Jenis penelitian yang digunakan adalah kuantitatif dengan pendekatan asosiatif kausal, menggunakan data primer yang dikumpulkan melalui penyebaran kuesioner tertutup. Populasi penelitian adalah konsumen Muslim di Kota Medan yang telah membeli produk berlabel halal. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah 300 responden. Analisis data dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui perangkat lunak SmartPLS versi 4. Hasil penelitian menunjukkan bahwa kehalalan produk berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Artinya, semakin tinggi persepsi konsumen terhadap kehalalan suatu produk, semakin besar pula kecenderungan mereka untuk melakukan pembelian. Temuan ini menegaskan bahwa aspek kehalalan tidak hanya berfungsi sebagai atribut simbolik, tetapi juga menjadi faktor utama pembentuk kepercayaan dan preferensi konsumen. Secara implikatif, penelitian ini memberikan kontribusi bagi penguatan strategi pemasaran berbasis nilai halal dan peningkatan kepercayaan publik terhadap sertifikasi halal di Indonesia.
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