INTENSI PEMBELIAN MAKANAN KOREA PADA GENERASI Z : Analisis Kesadaran Halal, Tingkat Harga dan Gaya Hidup

• Main Author: Muhammad Zaki Fadhlurrahman, - (Author)
• Format: Book
• Published: 2023-06-16.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/106230/7/S_EKI_1807111_Title.pdf; http://repository.upi.edu/106230/2/S_EKI_1807111_Chapter%201.pdf; http://repository.upi.edu/106230/3/S_EKI_1807111_Chapter%202.pdf; http://repository.upi.edu/106230/4/S_EKI_1807111_Chapter%203.pdf; http://repository.upi.edu/106230/5/S_EKI_1807111_Chapter%204.pdf; http://repository.upi.edu/106230/6/S_EKI_1807111_Chapter%205.pdf; http://repository.upi.edu/106230/1/S_EKI_1807111_Appendix.pdf
• Keywords: L Education (General)

Mengetahui preferensi pemilihan makanan generasi Z muslim saat ini tentu sangat penting mengingat mereka akan menjadi pemimpin di berbagai sektor pada dua puluh tahunan mendatang. Karenanya, penelitian ini bertujuan mengetahui apakah terdapat pengaruh tingkat kesadaran halal, tingkat harga, dan gaya hidup terhadap intensi pembelian makanan Korea pada Gen-Z muslim/muslimah di Kota Bandung. Penelitian ini dilakuan dengan cara survey dengan menyebarkan kuesioner kepada 310 responden yang termasuk dalam kategori generasi Z yang berdomisili di Kota Bandung. Dari hasil uji pengaruh ternyata variabel kesadaran hakak, tingkat harga dan gaya hidup memengaruhi intensi pembelian makanan korea baik secara bersamaan maupun secara parsial. Dari pendalaman terhadap indikator variabel penelitian kesadaran halal, ternyata ada beberapa indikator yang berkategori tidak tinggi. Untuk variabel kesadaran halal, indikator itu adalah logo halal menjadi dasar bagi intensi pembelian, dan pengecekan sertifikasi halal sebelum memutuskan untuk membeli makanan korea. Temuan ini tentu penting untuk disadari dan ditindaklanjuti oleh para pihak mulai dari lingkungan keluarga hingga kampanye publik yang dilakukan masyarakat. Understanding the food preferences of Generation Z Muslims holds significant importance, given their projected future leadership roles across several sectors within the next two decades. Hence, the primary objective of this research is to determine the potential impact of halal awareness, price level, and lifestyle factors on the purchasing intention of Korean food among the Gen-Z Muslim population residing in the city of Bandung. The present study employed a survey methodology to gather data, wherein questionnaires were administered to a sample of 310 respondents who were part of Generation Z living in the urban area of Bandung. Based on the findings, it is evident that the variables of halal awareness, price level, and lifestyle apply both simultaneous and partial effects on the intention to consume Korean food. After completing a thorough analysis of the variable indicators related to study on halal awareness, it has been discovered that some of these indicators exhibited low levels. The halal awareness variable is measured by the reliance on the halal logo as a determinant of purchase intentions, as well as the practice of verifying halal certification prior to making a decision to purchase Korean food. The significance of these discoveries necessitates their recognition and subsequent pursuit by diverse stakeholders, ranging from the familial context to community-led public initiatives.