INTENSI MEMBELI MAKANAN HALAL MELALUI SHOPEEFOOD (Studi pada Generasi Z Muslim di Jawa Barat) - Annisa Sabilla Limayurid, - (2022)
Ledakan potensi layanan pesan-antar makanan secara daring di Indonesia, tidak diimbangi dengan pemberian informasi sejelas mungkin kepada konsumen terkait kehalalan sebuah produk yang dijual. Padahal mengkonsumsi makanan halal merupakan sebuah kewajiban bagi seorang muslim. Sebab jika makanan, barang atau sesuatu yang haram masuk kedalam tubuh dapat berakibat tidak diterimanya doa. Berdasarkan penelitian sebelumnya, keterbatasan informasi halal atau haram akan berimplikasi pada rendahnya intensi membeli muslim pada produk tersebut. Penelitian ini bertujuan untuk memperoleh pengetahuan, memprediksi dan menganalisis mengenai pengaruh persepsi generasi Z terhadap kegunaan ShopeeFood, sikap generasi Z terhadap ShopeeFood dan juga intensi generasi Z membeli produk makanan halal melalui ShopeeFood. Adapun teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan jumlah sampel sebanyak 230 orang. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif. Adapun teknik analisis data yang digunakan adalah Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa persepsi kemudahan penggunaan, persepsi kegunaan, sikap, norma subjektif, persepsi kontrol perilaku, religiositas dan intensi membeli makanan halal melalui ShopeeFood pada generasi Z Muslim di Jawa Barat berada pada kategori tinggi. Namun yang berpengaruh secara positif dan signifikan terhadap intensi membeli hanya norma subjektif dan persepsi kontrol perilaku. Penelitian ini diharapkan dapat memberikan manfaat bagi pihak ShopeeFood, pelaku usaha, konsumen dan pemerintah agar pengembangan industri bisnis halal khususnya pada sektor makanan halal bisa terus dioptimalkan melalui teknologi dengan Online Food Delivery (OFD). The potential explosion of online food delivery services in Indonesia is not matched by providing consumers with as clear information as possible regarding the halalness of a product being sold. In fact, consuming halal food is an obligation for a Muslim. Because if food, goods or something that is forbidden enters the body, his supplication not accepted. Based on previous research, the limited information about halal or haram will have implications for the low intention of buying Muslims on these products. This study aims to gain knowledge, predict and analyze the effect of Generation Z's perception on the usefulness of ShopeeFood, the attitude of Generation Z towards ShopeeFood and also the intention of Generation Z to buy halal food products through ShopeeFood. The sampling technique used was non-probability sampling with a total sample of 230 people. The method used in this study was a quantitative method. The data analysis technique used was Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results showed that perceived ease of use, perceived usefulness, attitudes, subjective norms, perceived behavioral control, religiosity and intention to buy halal food through ShopeeFood in generation Z Muslims in West Java were in the high category. However, the ones had a positive and significant effect on purchase intention were only subjective norms and perceived behavioral control. This research is expected to provide benefits for ShopeeFood, business actors, consumers and the government so that the development of the halal business industry, especially in the halal food sector, can continue to be optimized through technology with Online Food Delivery (OFD).