Analisa Keputusan Pembelian Obat Halal Menggunakan Theory Of Planned Behavior (Studi Kasus Di Kota Malang)

Albana, Achdzul Abizar Annur (2024) Analisa Keputusan Pembelian Obat Halal Menggunakan Theory Of Planned Behavior (Studi Kasus Di Kota Malang). Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Populasi muslim di seluruh dunia saat ini setara dengan 1,8 miliar orang atau 23 persen dari total populasi global. Hal ini mendorong permintaan akan makanan dan produk halal semakin meningkat. Penelitian ini bertujuan untuk mengidentifikasi pengaruh kecenderungan pembelian obat halal menggunakan theory of planned behavior yang terdiri dari attitude, subjective norm, perceived behavioural control dengan menambahkan variabel religios commitment, knowledge of halal product dan self-efficacy sebagai variabel internal serta mengidentifikasi pengaruh variabel tersebut terhadap sikap dalam menentukan keputusan pembelian obat halal. Data dikumpulkan melalui kuesioner yang dikelola sendiri yang disebar ke 240 konsumen di Malang, Indonesia. Analisis structural equation modelling-partial least square (SEM-PLS) digunakan untuk menggambarkan hubungan TPB dalam keputusan pembelian obat halal. Penelitian ini berhasil memperluas TPB dengan memasukkan variabel tambahan yang mempengaruhi sikap dalam keputusan pembelian obat halal. Dari hasil penelitian, disimpulkan bahwa ada beberapa faktor yang berpengaruh signifikan terhadap keputusan membeli obat halal. Pertama, komitmen keagamaan yang kuat berpengaruh positif terhadap sikap dalam kecenderungan pembelian obat halal. Kedua, efikasi diri muncul sebagai faktor penting dalam membentuk keputsuan membeli obat halal. Selain itu, pemahaman terhadap produk halal secara signifikan mempengaruhi keputsuan pembelian. Kemudian, norma-norma subjective yang mendukung secara signifikan mempengaruhi keputsuan pembelian. Terakhir adalah variabel perceived behavioral control yang paling signifikan mempengaruhi keputusan pembelian obat halal.
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Currently, Muslim population worldwide is equivalent to 1.8 billion people which is 23 percent of the total global population. It drives the demand for halal foods and products to increase. This study aims to identify the factors that influence purchase decision in buying halal medicine using theory of planned behavior which consists of attitude, subjective norm, and perceived behavioral control variables. This study tries to add religious commitment, knowledge of halal product and self-efficacy as internal variables to identify the influence of those variables on attitude within purchase decision for halal medicine. Data were collected through a self-administered questionnaires that distributed among 240 consumers in Malang, Indonesia. Structural equation modelling-partial least square (SEM-PLS) analysis was used to describe the TPB relationship in purchasing halal medicine. This study successfully extended the TPB to include additional variables that influence attitude in purchasing halal medicine. It was concluded that there are several factors that significantly influence the decision in buying halal medicine. First, strong religious commitment has a positive effect on attitude regarding the tendency to purchase halal medicine. Second, self-efficacy appears as an important factor in forming attitude for buying halal medicine. Third, understanding of halal products significantly influence attitude for purchasing halal medicine. Then, subjective norms also influence the purchase decision of halal medicine. The last, perceived behavioral control does significantly influence decision in purchasing halal medicine.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Obat halal, theory of planned behavior, structural equation modeling, keputusan pembeliaan, Halal medicine, theory of planned behavior, structural equation modeling, purchase decision.
Subjects:	T Technology > TX Home economics > TX349 Nutrition. Foods and food supply
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Achdzul Abizar Annur Albana
Date Deposited:	31 Jul 2024 05:57
Last Modified:	31 Jul 2024 05:57
URI:	http://repository.its.ac.id/id/eprint/109670

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