Hubungan Persepsi Konsumen Tentang Kehalalan Produk Samyang dan Terpaan Persuasi Reference Group Terhadap Minat Beli Produk Samyang

Abstract

Starting from news about two variant products of Samyang which is declared not halal by National Agency of Drug and Food Control (BPOM), make researcher interest to make a research about the correlation of consumer perception about halal status of Samyang product (X1) and exposure of reference group persuasion (X2) to buying interest of Samyang product (Y). This research is explanatory research and uses sampling technique by purposive sampling with 50 respondents. To test the hypothesis, the researcher uses kendall correlation test with the help of application : Statistical Product and Service Solution (SPSS). The research findings show 42% of respondents have very good perception, and 34% having good enough perception about halal status of Samyang product. It means consumer still believe if Samyang is halal product. Then 48% respondents show they got exposure of reference group persuasion on the high enough category, and 10% respondents got exposure of reference group persuasion on the very high category. Even though the percentage is not so big, it indicates the tendency of the consumer to make their reference group as one of trusted information sources. Then 30% of respondents have high enough buying interest on Samyang product. Although the percentage also not so big, it still proves that Samyang product still becomes an interesting product for society. Using Kendall correlation test, the result of the first hypothesis shows that the consumer perception about halal status of Samyang product having a positive correlation with strong correlation coefficient value with buying interest of Samyang product. Meanwhile, the result of the second hypothesis shows that the exposure of reference group persuasion having a positive correlation with strong correlation coefficient value with buying interest in Samyang product. The conclusion that obtained is a positive correlation between consumer perception about halal status of Samyang product with buying interest of Samyang product become a indication that the better the consumer perceptions, then the buying interest will be higher. The same thing applies also for exposure of reference group persuasion to buying interest of Samyang product. The higher exposure of reference group persuasion then the buying interest will also be higher.