SKRIPSI: Pengaruh Halal Product Knowledge, Ideology Religiosity, dan Halal Product Quality terhadap Purchase Intention Makanan Halal pada Womenpreneur di Yogyakarta

HARJANTO, Hendri (2025) SKRIPSI: Pengaruh Halal Product Knowledge, Ideology Religiosity, dan Halal Product Quality terhadap Purchase Intention Makanan Halal pada Womenpreneur di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

The rapidly growing halal market offers promising opportunities, particularly in halal food. This study aims to analyze the influence of Halal Product Knowledge, Ideology Religiosity, and Halal Product Quality on the Purchase Intention of halal food among womenpreneurs in Yogyakarta. Using a quantitative approach, the study employed purposive sampling with 100 respondents. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression. The results indicate that all three independent variables significantly influence Purchase Intention. Halal Product Knowledge contributes the most, underscoring the importance of consumer education on halal products. Ideology Religiosity plays a vital role in shaping decisions based on religious values. Halal Product Quality also positively impacts trust and consumer confidence in halal products. Overall, these variables explain 45,2% of the variation in Purchase Intention, with the remaining influenced by unexamined factors. This research provides practical contributions to the halal industry by suggesting improved transparency in halal certification, enhanced product quality, and the integration of religious values into marketing strategies. Future research is recommended to explore additional factors, such as pricing and promotions, for a more comprehensive understanding of consumer behavior.

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