Analisis Faktor yang Memengaruhi Niat beli Makanan Halal pada layanan ShopeeFood : Pendekatan UTAUT 2, Halal Awareness, dan Promosi
DOI:
https://doi.org/10.25299/syarikat.2026.vol9(1).27880Keywords:
UTAUT 2, Halal Awareness, Promosi, Niat Beli, ShopeeFoodAbstract
Perkembangan layanan OFD yang semakin pesat mendorong perubahan cara memenuhi kebutuhan akan makanan halal masyarakat. ShopeeFood sendiri hadir sebagai layanan OFD yang mendominasi dan solusi layanan pesan antar makanan yang praktis serta efisien. Disisi lain, kesadaran halal menjadi hal yang penting bagi seorang muslim, terutama pada makanan yang tidak dilihat bentuk fisiknya secara langsung. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang dapat memengaruh niat membeli makanan halal pada layanan ShopeeFood masyarakat di Jawa Timur. Penelitian ini menggunakan metode kuantitatif dengan data primer yang diperoleh melalui penyabaran kuisioner secara online dan didapatkan sebanyak 322 responden. Analisis data dilakukan menggunakan SEM-PLS dengan aplikasi SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Facilitating Condition, Hedonic Motivation, Price Value, Habit, dan Promosi memiliki pengaruh signifikan terhadap Niat Beli makanan halal pada layanan ShopeeFood di Jawa Timur. Hal ini menunjukkan bahwa faktor emosional dan operasional dapat memengaruhi niat beli makanan halal masyarakat di Jawa Timur. Sedangkan Performance Expectancy, Effort Expectancy, Social Influence, dan Halal Awareness tidak berpengaruh terhadap Niat Beli makanan halal pada layanan ShopeeFood di Jawa Timur. Hal tersebut menunjukkan bahwa kinerja serta kemudahan, pengaruh sekitar, dan kesadaran diri akan status halal makanan yang dikonsumsi tidak memengaruhi niat beli masyarakat Jawa Timur.
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