Analisis Pengaruh Country-of-Origin dan Halal Awareness terhadap Purchase Intention Generasi Z (Studi Kasus: Mujigae Resto)

Noor, Ahmaddaimuri Wardhani (2024) Analisis Pengaruh Country-of-Origin dan Halal Awareness terhadap Purchase Intention Generasi Z (Studi Kasus: Mujigae Resto). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pertumbuhan industri di awal 5 tahun terakhir, khususnya pada sektor industri menerapkan prinsip-prinsip halal di Indonesia mencapai pertumbuhan sebesar 40% di berbagai bidang, khususnya makanan. Makanan asal Korea Selatan yang dibawa melalui fenomena Korean Wave berhasil menumbuhkan antusiasme masyarakat Indonesia, khususnya generasi Z, dan potensi pasar yang besar di Indonesia, sehingga perusahaan makanan di Indonesia mulai melibatkan dirinya dalam produksi makanan asal Korea Selatan. Sesuai dengan Top Brand Award 2023 kategori Retail sub-kategori Mujigae, mulai berinovasi dalam meyajikan makanan asal Korea Selatan yang ditawarkan melalui produk mereka. Asal dari suatu produk dan kehalalannya dapat dijadikan sebagai faktor seseorang sebelum melakukan pembelian terhadap suatu produk atau makanan. Penelitian ini merupakan penelitian deskriptif kuantitatif dengan data primer yang dihasilkan melalui penyebaran kuesioner secara online. Kuesioner ditujukan kepada 150 responden dengan kriteria generasi Z, muslim, dan setidaknya pernah mengonsumsi salah satu makanan asal Korea Selatan dari merek Mujigae. Hasil pengumpulan data dari kuesioner penelitian dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan menggunakan software SmartPLS 4.0. Hasil dari penelitian ini menunjukkan bahwa seluruh variabel yang ada, country-of-origin, halal awareness, attitude toward halal label, dan purchase intention saling berkaitan dan berpengaruh secara signifikan satu sama lain. Pelaku bisnis dapat memanfaatkan hasil penelitian ini sebagai dasar pengembangan produk dan lebih memperhatikan kehalalan produknya, mulai dari bahan-bahan yang dipakai hingga proses pembuatan produk tersebut. Hal ini juga dapat digunakan agar konsumen Muslim pada akhirnya melakukan pembelian produk tersebut.
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Industrial growth at the beginning of the last 5 years, especially in the industrial sector implementing halal principles in Indonesia, reached growth of 40% in various fields, especially food. Food from South Korea brought about through the Korean Wave phenomenon has succeeded in growing enthusiasm among Indonesian people, especially generation Z, and has a large market potential in Indonesia, so that food companies in Indonesia have begun to involve themselves in the production of food from South Korea. In accordance with the Top Brand Award 2023 in the Retail category, Mujigae sub-category, they are starting to innovate in serving food from South Korea which is offered through their products. The origin of a product and its halal status can be used as factors for someone before purchasing a product or food. This research is a quantitative descriptive study with primary data generated through distributing questionnaires online. The questionnaire was addressed to 150 respondents with the criteria of generation Z, Muslims, and had at least consumed one South Korean food from the Mujigae brand. The results of data collection from the research questionnaire were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method using SmartPLS 4.0 software. The results of this research show that all existing variables, country-of-origin, halal awareness, attitude toward halal label, and purchase intention are interrelated and have a significant influence on each other. Business people can use the results of this research as a basis for product development and pay more attention to the halalness of their products, starting from the ingredients used to the process of making the product. This can also be used so that Muslim consumers ultimately purchase the product.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Country-of-Origin, Halal Awareness, Halal Label, Purchase Intention, Korean Food
Subjects:	B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF6161.F616 Food. Food service
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Ahmaddaimuri Wardhani Noor
Date Deposited:	06 Aug 2024 10:38
Last Modified:	06 Aug 2024 10:38
URI:	http://repository.its.ac.id/id/eprint/113272

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