Pengaruh Pengetahuan Produk dan Norma Religius Terhadap Sikap Konsumen Dalam Niat Mengkonsumsi Produk Makanan dan Minuman Halal (Studi Kasus di Kota Semarang)

Abstract

This research is motivated by growth of food products and beverages in Indonesia in general and specifically in the city of Semarang, which are imported from non-Muslims countries, such as China, Thailand, the United States and Japan. Many products of food and beverages are categorized subhat, or are still doubt in halalalness. Purpose of this study is to analyze and provide empirical evidence whether the product knowledge and religious norms have positive effect on consumer attitudes in the intention to consume halal food products and beverages. This study uses multiple linear regression analysis using SPSS version 21. Data obtained by questionnaires and distributed to the Muslim community in Semarang who able to make own decisions to buy food and beverage products. 200 respondents has been collected with purposive sampling method. Result of this study showed that the product knowledge and religious norms have positive effect and significantly impact on consumer attitudes towards halal products. And then consumer attitudes towards halal products have positive effect and significant on the intention to consume halal food products and beverages. Model 1 explains, the religious norms have the most impact on consumer attitude towards halal products. In model 2, the consumer attitude towards halal products have the most impact to the intention to consume halal food products and beverages