Peranan Kepercayaan Kepada Penjual Dan Label Halal Terhadap Minat Beli Daging Halal
Abstract: This aimed of this
study is to explain the empiricly of factors that influence the purchase
intention of halal-meat by Moslem consumers. This research used Fishbein and
Ajzen’s Theory of Reasoned Action (TRA)
as a model. There are four latent variables that being used to construct this
model. Purchase intention of halal-meat was predicted to be influenced by
attitude, salesperson trust and halal label. While the salesperson trust and
halal label was the antecedent that influence the attitude of halal-meat.
The method used halal-meat as the object, population that used are adult
or married Moslem consumers in Indonesia with the sample is women buyer. Data
collected used convenience approach. The sample was 300 respondents in
Yogyakarta, Surabaya and Jakarta.Empirical data analyzed with Structural
Equation Model (SEM) Amos. The research result explained that there is positive
and significant influence between
salesperson trust and label-halal toward attitude, and attitude is
positive and significant influence purchase intention of halal-meat. While, the
salesperson trust had significant negatively toward purchase intention of
halal-meat. In other side halal-label is not significantly influence consumer’s
attitude toward halal-meat.
Keywords: Purchase Intention,
Halal Meat , Salesperson Trust, Halal-Label, Theory of Reasoned Action
Penulis: Sumadi
Kode Jurnal: jpmanajemendd161240
