ANALISA PENGARUH KESADARAN HALAL TERHADAP MINAT BELI PELANGGAN DI RESTORAN SURABAYA

Karlina Gerungan, Putri Karina

Abstract


Abstak: Penelitian ini bertujuan untuk mengetahui pengaruh kesadaran halal terhadap minat beli pelanggan di restoran Surabaya mengingat adanya tren bisnis halal di Indonesia. Sampel dalam penelitian ini berjumlah 219 responden muslim. Teknik analisa data yang digunakan adalah Regresi Linear Sederhana. Hasil penelitian menunjukkan kesadaran halal berpengaruh positif dan signifikan terhadap minat beli pelanggan di restoran Surabaya. Hal ini dapat disimpulkan bahwa kesadaran halal menjadi aspek penting dalam menjelaskan minat beli pelanggan di restoran Surabaya.
Kata kunci : Kesadaran Halal, Minat Beli, Industri Halal, Restoran
Abstract: The purpose of this study is to determine the impact of halal awareness towards consumer’s purchase intention in Surabaya’s restaurant considering of trend in halal business in Indonesia. The total of respondent is 219 respondent muslim.The data technique that was used was Simple Linear Regression. The result showed that halal awareness had a significant and positive impact on consumer’s purchase intention. The conclusion is halal awareness becomes a important aspect to describe purchase intention in Surabaya’s restaurant.
Keywords : Halal Awareness, Purchase Intention, Halal Industry, Restaurant


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References


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