Pengaruh Penyembelihan Hewan, Negara Asal, Penyimpanan dan Pengangkutan, Logo Halal, Harga, Kualitas, dan Komitmen Beragama pada Kesediaan Umat Islam di Kota Bandung untuk Membayar Makanan Bersertifikat Halal
Abstract
Hal yang perlu diperhatikan dalam penentuan kehalalan dari suatu produk adalah cara penyembelihan hewan, negara asal produk, serta proses penyimpanan dan pengangkutan produk. Namun, produk yang telah memiliki logo halal memungkinkan memiliki harga yang lebih tinggi dan akan menyebabkan dampak buruk bagi kesediaan konsumen untuk membayar makanan bersertifikat halal. Penelitian ini bertujuan untuk mengetahui apakah proses penyembelihan hewan, negara asal produk makanan, proses penyimpanan dan transportasi halal, logo halal, kesadaran akan harga produk, kualitas makanan, dan komitmen beragama mempengaruhi kesediaan umat Islam di Kota Bandung untuk membayar makanan bersertifikasi halal, serta untuk mengetahui apakah komitmen beragama dapat memoderasi (a) penyembelihan halal, (b) negara asal, (c) penyimpanan dan transportasi, dan (d) logo halal pada kesediaan konsumen untuk membayar makanan bersertifikat halal. Data yang digunakan diperoleh dari kuesioner yang disebarkan online melalui media sosial dengan jumlah sampel sebanyak 100 responden yang merupakan masyarakat Muslim di Kota Bandung. Analisis data dilakukan menggunakan teknik analisis data multivariat menggunakan Partial Least Square Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa proses penyembelihan hewan, negara asal, kualitas, dan komitmen beragama berpengaruh secara signifikan terhadap kesediaan membayar makanan halal. Komitmen beragama secara signifikan memoderasi hubungan antara negara asal dan logo halal terhadap kesediaan membayar makanan halal.
Kata Kunci: Makanan Halal, Kesediaan Membayar, Komitmen Beragama
Abstract
Things that need to be considered in determining the halalness of a product are the method of slaughtering the animal, the country of origin of the product, and the process of storing and transporting the product. However, products that already have a halal logo may have a higher price and will have a negative impact on consumers' willingness to pay for halal-certified food. This study aims to determine whether the process of slaughtering animals, country of origin of food products, halal storage and transportation processes, halal logos, prices, food quality, and religious commitment affect the willingness of Muslims in Bandung to pay for halal-certified food, and to find out whether religious commitment can moderate (a) halal slaughter, (b) country of origin, (c) storage and transportation, and (d) halal logo on consumers' willingness to pay for halal-certified food. The data used were obtained from questionnaires distributed online through social media with a total sample of 100 respondents who are Muslim in Bandung. Data analysis was performed using multivariate data analysis techniques using Partial Least Square Structural Equation Modeling (PLS-SEM). The results showed that the process of slaughtering animals, country of origin, quality, and religious commitment had a significant effect on willingness to pay for halal food. Religious commitment significantly moderates the relationship between country of origin and the halal logo on willingness to pay for halal food.
Keywords: Halal Food, Willingness to Pay, Religious Commitment
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DOI: https://doi.org/10.37531/sejaman.v4i3.2394
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