Pengaruh Pengetahuan Halal dan Kesadaran Halal Terhadap Keputusan Pembelian Konsumen Rumah Potong Hewan Krian Sidoarjo

Yudhistira Satria Dewa; Moch Khoirul Anwar

doi:10.29040/jiei.v12i4.20500

Authors

Yudhistira Satria Dewa Universitas Negeri Surabaya, Indonesia
Moch Khoirul Anwar Universitas Negeri Surabaya, Indonesia

DOI:

https://doi.org/10.29040/jiei.v12i4.20500

Keywords:

halal awareness, halal knowledge, Purchase Decision, slaughterhouse

Abstract

This study aims to analyze the influence of halal knowledge and halal awareness on the purchasing decisions of consumers at the Krian Slaughterhouse (RPH) in Sidoarjo Regency. A quantitative approach was employed, utilizing a survey method involving 148 respondents who were consumers of the Krian Slaughterhouse. The sample was selected using purposive sampling, and data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that halal knowledge influences purchasing decisions (p < 0.001), whereas halal awareness does not (p = 0.122). These findings suggest that purchasing decisions regarding slaughterhouse services are driven more by the level of understanding concerning the halal concept, Sharia-compliant slaughtering processes, and halal assurance than by the consumers' level of halal awareness. The study's novelty lies in its focus on consumers of slaughterhouse services—specifically meat traders, meat-processing business operators, and service users—a group that has been relatively under-researched compared to consumers of halal products in general. Practically, the study implies that the management of the Krian Slaughterhouse needs to enhance education regarding halal slaughtering processes and the transparency of halal certification information, as well as promote the importance of using official slaughterhouse facilities to boost consumer purchasing decisions regarding these services.

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