HUBUNGAN RELIGIUSITAS DAN LABELISASI HALAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK NON MAKANAN DAN MINUMAN

RELATIONSHIP OF RELIGIOSITY AND HALAL LABELIZATION WITH DECISIONS TO PURCHASE NON FOOD AND DRINK PRODUCTS

Abstrak

Kebutuhan akan status halal dan keamanan suatu produk menyebabkan munculnya Undang-Undang Jaminan Produk Halal (UU JPH). Dengan adanya UU JPH ini tidak hanya makanan dan minuman yang harus tersertifikasi halal melainkan juga produk non makanan dan minuman, diantaranya produk kosmetik dan barang gunaan. Penelitian ini bertujuan untuk mengetahui bagaimana hubungan antara religiusitas dan labelisasi halal terhadap keputusan pembelian produk non makanan dan minuman yaitu produk kosmetik dan barang gunaan. Penelitian ini merupakan penelitian kuantitatif dengan jumlah sampel sebanyak 140 orang dengan pengumpulan data menggunakan angket kuesioner. Analisis data menggunakan uji analisis korelasi berganda, uji parsial (uji t), uji simultan (uji f), dan uji koefisien determinasi (uji R²). Hasil penelitian menunjukan bahwa variabel religiusitas berhubungan positif dan signifikan terhadap keputusan pembelian sedangkan variabel labelisasi halal juga berhubungan positif dan signifikan. Sedangkan hasil uji koefisien determinasi (R²) berada pada nilai 55,7% artinya variabel religiusitas dan labelisasi halal berperan sebesar 55,7% terhadap keputusan pembelian produk non makanan dan minuman.

Kata Kunci : Religiusitas, Labelisasi Halal, Keputusan Pembelian

Abstract

The need for halal status and product safety has led to the emergence of the Halal Product Guarantee Act (JPH Law). With the JPH Law, not only food and beverages must be halal certified, but also non-food and beverage products, including cosmetic products and used goods. The purpose of this study is to find out how the relationship between religiosity and halal labeling on purchasing decisions for non-food and beverage products, specifically cosmetic products and used goods. This research is a quantitative study with a total sample of 140 people with data collection using a questionnaire. Data analysis used multiple correlation analysis test, partial test (t test), simultaneous test (f test), and coefficient of determination test (R² test). The results showed that the religiosity variable had a positive and significant relation on purchasing decisions and the halal labeling variable also had a positive and significant relation. While the test results of the coefficient of determination (R²) are at a value of 55.7% meaning that the variable religiosity and halal labeling contribute to 55.7% of the decision to purchase non-food and beverage products.

Keywords: Religiousity, Halal Labeling, Purchase Decision