Trust sebagai mekanisme utama dalam niat beli halal: bukti dari konsumen kopi umkm di aceh

  • Sri Fajar 
    Program Magister Ekonomi Syariah, Fakultas Ekonomi dan Bisnis Islam, universitas islam negeri Sumatera Utara, Medan, Indonesia
    Indonesia
  • Sugianto
    Program Magister Ekonomi Syariah, Fakultas Ekonomi dan Bisnis Islam, universitas islam negeri Sumatera Utara, Medan, Indonesia
    Indonesia
  • Rahmi Syahriza
    Program Magister Ekonomi Syariah, Fakultas Ekonomi dan Bisnis Islam, universitas islam negeri Sumatera Utara, Medan, Indonesia
    Indonesia

Abstract

Penelitian ini bertujuan menganalisis pengaruh halal awareness, label halal, dan religiusitas terhadap niat beli produk kopi UMKM di Aceh dengan trust sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan survei terhadap 204 responden Muslim yang pernah membeli produk kopi UMKM di Kabupaten Aceh Tamiang, yang dipilih melalui purposive sampling. Data dianalisis menggunakan PLS-SEM. Hasil menunjukkan bahwa halal awareness dan religiusitas tidak berpengaruh langsung terhadap niat beli, sedangkan label halal berpengaruh negatif dan signifikan. Halal awareness dan religiusitas berpengaruh positif terhadap trust, sementara label halal berpengaruh negatif. Trust berpengaruh positif dan menjadi prediktor terkuat terhadap niat beli (β = 0,461; p < 0,001). Trust juga memediasi hubungan halal awareness, label halal, dan religiusitas dengan niat beli. Temuan ini menunjukkan pentingnya trust dalam menerjemahkan kesadaran halal dan religiusitas menjadi niat beli serta menegaskan pentingnya ketersediaan dan kredibilitas informasi halal bagi produk kopi UMKM.

Keywords
  • Halal awareness
  • Label halal
  • Niat beli
  • Religiusitas
  • Trust
Lisensing Information
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

References
  1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  2. Ali, et al. (2021). Do knowledge, perceived usefulness of halal label and religiosity affect attitude and intention to buy halal-labeled detergent? Journal of Islamic Marketing, 13(3), 649–670. DOI: 10.1108/JIMA-03-2020-0070.
  3. Ambali, A. R., & Bakar, A. N. (2014). People's awareness on halal foods and products: Potential issues for policy-makers. Procedia - Social and Behavioral Sciences, 121, 3-25.
  4. Awan, H. M., Siddiquei, A. N., & Haider, Z. (2015). Factors affecting halal purchase intention – evidence from Pakistan's halal food sector. Management Research Review, 38(6), 640-660.
  5. Aziz, Y. A., & Chok, N. V. (2013). The role of halal awareness, halal certification, and marketing components in determining halal purchase intention among non-Muslims in Malaysia. Journal of International Food & Agribusiness Marketing, 25(1), 1-23.
  6. Bashir, A. M., Bayat, A., Olutuase, S. O., & Abdul Latiff, Z. A. (2021). Determinants of halal food purchase intention: A structural equation modeling approach. Journal of Islamic Marketing, 12(3), 1-18.
  7. Bonne, K., Vermeir, I., Bergeaud-Blackler, F., & Verbeke, W. (2007). Determinants of halal meat consumption in France. British Food Journal, 109(5), 367-386.
  8. BPJPH. (2025). Data Sertifikasi Halal Nasional per Oktober 2025. Jakarta: Badan Penyelenggara Jaminan Produk Halal.
  9. Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90.
  10. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage Publications.
  11. Hanifasari, D., Masudin, I., Zulfikarijah, F., Rumijati, A., & Restuputri, D. P. (2024). Millennial generation awareness of halal supply chain knowledge toward purchase intention for halal meat products: empirical evidence in Indonesia. Journal of Islamic Marketing, 15(7), 1847–1885. DOI: 10.1108/JIMA-01-2023-0012.
  12. Hidayat, A., Rafiki, A., & Nasution, M. D. T. P. (2021). Halal label and consumer purchase intention. Journal of Food Products Marketing, 27(5), 1-15.
  13. Lada, S., Tanakinjal, G. H., & Amin, H. (2009). Predicting intention to choose halal products using theory of reasoned action. International Journal of Islamic and Middle Eastern Finance and Management, 2(1), 66-76.
  14. Loussaief, A., Lin, J. Y.-C., Dang, H. P., Bouslama, N., & Cheng, J. M.-S. (2024). Eating halal: A serial mediation model for the effect of religiosity on the intention to purchase halal-certified food. Asia Pacific Journal of Marketing and Logistics, 36(1), 167–184. DOI: 10.1108/APJML-10-2022-0868.
  15. Miftahuddin, M. A., Adawiyah, W. R., Pradipta, R., & Wihuda, F. (2022). Examining the effect of halal perceived value and perceived risk on purchase intention: A mediating role of halal trust. Innovative Marketing, 18(4), 62–73. DOI: 10.21511/im.18(4).2022.06.
  16. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
  17. Otoritas Jasa Keuangan. (2025). Data UMKM Indonesia. Jakarta: OJK.
  18. Pradana, M., Rubiyanti, N., & Marimon, F. (2024). Measuring Indonesian young consumers’ halal purchase intention of foreign-branded food products. Humanities and Social Sciences Communications, 11, 150.
  19. Pratiwi, A., Rahayu, S., & Putri, N. (2022). The effect of halal label on consumer trust and purchase decision. Journal of Islamic Marketing, 13(2), 1-15.
  20. Spence, M. (1973). Job market signaling. The Quarterly Journal of Economics, 87(3), 355-374.
  21. Suryani, T., Fauzi, A., & Rachmawati, I. (2023). Halal awareness and buying interest. Journal of Islamic Marketing, 14(5), 1-18.
  22. Susilawati, C., Joharudin, A., Abduh, M., & Sonjaya, A. (2023). The Influence of Religiosity and Halal Labeling on Purchase Intention of Non-Food Halal Products. Indonesian Journal of Halal Research, 5(2). DOI: 10.15575/ijhar.v5i2.22965.
  23. Usman, H., Projo, N. W. K., Chairy, & Haque, M. G. (2024). The role of trust and perceived risk on Muslim behavior in buying halal-certified food.” Journal of Islamic Marketing, 15(7), 1902–1921. DOI: 10.1108/JIMA-09-2021-0303.
  24. Worthington, E. L., Wade, N. G., Hight, T. L., & Ripley, J. S. (2003). Religious commitment inventory. Journal of Counseling Psychology, 50(1), 84-96

Downloads

PDF

Statistic

Abstract Views
: 26 times
PDF
: 15 times