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Abstract

This study aimed to find the relationship between the intentions of Indonesian consumers in buying Halal food products abroad as a dependent variable with components in the Theory of Planned Behavior (TPB) namely attitudes, subjective norms, perceived behavioural control modified with religious relations as an independent variable. This research is a combination of research previously conducted by Alam and Sayuti (2011) and Mukhtar and Butt (2012). This study expands the theory by combining the variables used in previous research conducted by Alam and Sayuti (2011), the use of the TPB theory in halal food purchasing in Malaysia and Mukhtar and Butt's (2012) research, the role of religiosity in the intention to choose halal products. Thus, this study contributes to broadens the understanding of the determinants that affect the reasons of Indonesian Muslim consumers purchase halal food in overseas. From a tourism point of view, the finding also provide support for investments decision in halal food supply chain for instance food producers or suppliers in non-Indonesian countries consider the potential of Indonesian Muslim consumers. This study uses qualitative and quantitative methods. Data collection method is done by distributing the questionnaire online with the nonprobability convenience sampling method. Responding to 201 respondents with the criteria Indonesian citizen who have travel abroad at least once. In processing the respondent’s data, this study uses SPPS. The findings of this study indicate subjective norm, perceived behavioural control, and intra-personal religiosity have a positive and significant influence on the intentions of Indonesian consumers in purchasing Halal food products in overseas. Meanwhile, attitude and interpersonal religiosity not significant in explaining the intention of Indonesian consumers in buying Halal food products in overseas.

Bahasa Abstract

Penelitian ini bertujuan untuk mengetahui hubungan antara intensi dari konsumen Indonesia dalam membeli produk makanan Halal di luar negeri sebagai variabel dependen dengan komponen dalam Theory Planned Behavior (TPB) yaitu sikap, norma subjektif, kontrol perilaku digabungkan dengan tingkat religius sebagai independen variabel. Penelitian ini merupakan gabungan antara penelitian sebelumnya yang dilakukan oleh Alam and Sayuti (2011) dan Mukhtar and Butt (2012). Penelitian ini memperluas teori dengan menggabungkan variabel yang digunakan dalam penelitian sebelumnya yang dilakukan oleh Alam and Sayuti (2011) yaitu penggunaan teori TPB dalam pembelian makanan halal di Malaysia dan penelitian Mukhtar and Butt (2012) yaitu peran religiusitas terhadap niat untuk memilih produk halal. Dengan demikian, penelitian ini memberikan kontribusi dan mempeluas pemahaman terkait determinan yang mempengaruhi alasan konsumen muslim Indonesia melakukan pembelian makan halal di luar negeri. Dari sudut pandang pariwisata negara non-Indonesia, penelitian ini memberikan gambaran untuk keputusan investasi dalam rantai pasok makanan halal, misalnya produsen atau pemasok makanan dengan mempertimbangkan potensi konsumen Muslim Indonesia yang cukup besar. Penelitian ini menggunakan metode kualitatif dan kuantitatif. Metode pengumpulan data dilakukan dengan pembagian kuesioner secara online dengan metode sampel non probabilitas convenience. Responden berjumlah 201 responden dengan kriteria yaitu penduduk Indonesia yang pernah berpergian ke luar negeri minimal satu kali. Dalam mengolah data responden, penelitian ini menggunakan SPSS. Temuan dari penelitian ini menunjukkan bahwa norma subjektif, kontrol perilaku, dan intra-personal religius memiliki pengaruh positif dan signifikan terhadap intensi konsumen Indonesia dalam pembelian produk makanan Halal di luar negeri. Sebaliknya, sikap dan inter-personal religius tidak memiliki pengaruh yang signifikan dalam menjelaskan intensi konsumen Indonesia dalam membeli produk makanan Halal di luar negeri.

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