MILLENIAL GENERATION SHOPPING BEHAVIOR IN BUYING IMPORTED HALAL LABELED FOOD PRODUCTS IN INDONESIA
Abstract
Abstrak: Penelitian ini bertujuan untuk menganalisis perilaku belanja generasi Milenial terhadap pembelian makanan impor berlabel halal. Penelitian ini menjadi penting mengingat maraknya produk multinasional yang mulai mendominasi pasar Indonesia, khususnya produk makanan halal. Metode yang digunakan adalah pendekatan kuantitatif dengan data primer dan sekunder. Teknik pengumpulan data yang digunakan adalah purposive sampling, sedangkan teknik analisis data yang digunakan adalah Structural Equation Modeling-Partial Least Square (SEM-PLS). Variabel yang digunakan dalam penelitian ini adalah citra merek, kesadaran halal, harga, niat beli, dan perilaku pembelian. Hasil penelitian menunjukkan bahwa citra merek berpengaruh terhadap perilaku pembelian, citra berpengaruh terhadap niat beli, kesadaran halal berpengaruh terhadap niat beli, harga berpengaruh terhadap perilaku beli, dan harga berpengaruh terhadap niat beli, sedangkan penelitian niat beli tidak berpengaruh terhadap perilaku beli. Hasil penelitian ini menunjukkan bahwa kesadaran halal, harga dan citra dapat mempengaruhi perilaku konsumen milenial dalam membeli produk penting berlabel halal. Selain itu, hasil ini akan memberikan kontribusi kepada pemerintah sebagai pembuat kebijakan untuk membatasi impor produk luar negeri yang masuk ke Indonesia, yang tentunya akan membuat produk dalam negeri kalah bersaing dengan produk impor.
Kata kunci: Generasi Milenial; Makanan Impor Berlabel Halal; SEM-PLS.
Abstract: This study aims to analyze the shopping behavior of the Millennial generation towards purchases imported food labeled halal. This research is important due to the increasment of multinational product which start to dominating Indonesian market, especially halal food products. The method used is quantitative approach with primary and secondary data. Purposive sampling is utilized for data collecting, and structural equation modeling-partial least squares is employed for data processing (SEM-PLS). Brand image, halal awareness, pricing, purchase intention, and purchasing behavior are the variables used in this study. The findings revealed that brand image affects purchase intention, image affects purchase behavior, halal knowledge affects purchase intention, pricing affects both buying behavior and purchase intention, and study on purchase intention has little impact on actual purchasing. The result of this study indicate that halal awareness, price and image can influence millennial customers behavior of buying important products labeled halal. In addition, this result will contribute to the government as the policy maker to limit imports of foreign products Entering Indonesia, which of course will make domestic products less competitive with imported products
Keywords: Milennial Generation; Imported Food Labelled Halal; SEM-PLS.
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References
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