ANALISIS PERILAKU KONSUMEN MUSLIM GENERASI MILENIAL TERHADAP KESEDIAAN MEMBAYAR (WILLINGNESS TO PAY) PRODUK HALAL

Main Article Content

Nike Anita Putri
Egi Arvian Firmansyah

Abstract

This research aims to primarily determine the factors that influence willingness to pay for halal products among Muslim Millennial Generation. Besides, it aims to explore the effect of willingness to pay for halal products on demand for Halal certification. Descriptive and Explanatory methods with a quantitative approach are used in this research. The sample in this study consists of 495 Millennial Muslims aged from 18–36 years old, collected using convenience sampling/accidental sampling. Data are analyzed using Partial Least Square Structural Equation Modelling (PLS-SEM). The result of this research shows that factors such as halal concern, attitude, religiosity, and product composition significantly affect willingness to pay, while the perception of the halal process and subjective norms do not significantly influence it. Also, the variable willingness to pay has a significant influence on the demand for halal certification.

Article Details

How to Cite
Putri, N. A., & Firmansyah, E. A. (2021). ANALISIS PERILAKU KONSUMEN MUSLIM GENERASI MILENIAL TERHADAP KESEDIAAN MEMBAYAR (WILLINGNESS TO PAY) PRODUK HALAL. urnal yarikah urnal konomi slam, 7(1), 68–75. https://doi.org/10.30997/jsei.v7i1.3132
Section
Articles
Author Biography

Egi Arvian Firmansyah, Universitas Padjadjaran

Assistant Professor

References

Abdillah, Willy and Jogiyanto Hartono. 2015. Partial Least Square (PLS)-Alternatif Structural Equation Modeling (SEM) Dalam Penelitian Bisnis. 1st ed. edited by D. Prabantini. Yogyakarta: C.V ANDI OFFSET.
Ahmed, Waqar, Arsalan Najmi, Hafiz Muhammad Faizan, and Shaharyar Ahmed. 2018. “Consumer Behaviour towards Willingness to Pay for Halal Products: An Assessment of Demand for Halal Certification in a Muslim Country.” British Food Journal 121(2):492–504.
Ajzen, I., & Fishbein, M. 1980. “Understanding Attitudes and Predicting Social Behaviour. New Jersey: Prentice-Hall.” Englewood Cliffs.
Badan Pusat Statistik. 2010. “Penduduk Menurut Kelompok Umur Dan Agama Yang Dianut Di Indonesia.” Retrieved (https://sp2010.bps.go.id/index.php/site/tabel?tid=320&wid=0).
Cooper, Donald R. and Pamela S. Schindler. 2006. Business Research Methods. 9th ed. New York: NY: Irwin/McGraw-Hill.
Ghozali, Imam. 2008. Structural Equation Modeling, Metode Alternatif Dengan Partial Least Square. Semarang: Badan Penerbit Universitas Diponegoro.
Hair, Joe F., Christian M. Ringle, and Marko Sarstedt. 2011. “PLS-SEM: Indeed a Silver Bullet.” Journal of Marketing Theory and Practice 19(2):139–52.
Hair, Joe F., Marko Sarstedt, Lucas Hopkins, and Volker G. Kuppelwieser. 2014. “Partial Least Squares Structural Equation Modeling (PLS-SEM): An Emerging Tool in Business Research.” European Business Review 26(2):106–21.
Hair, Joseph F. 2017. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) / Joseph F. Hair, Jr. Vol. 38. 2nd ed. Los Angeles: SAGE Publications, Inc.
Henseler, Jörg, Christian M. Ringle, and Marko Sarstedt. 2015. “A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling.” Journal of the Academy of Marketing Science 43(1):115–35.
Iranmanesh, Mohammad, Maryam Mirzaei, Seyed Mehrshad Parvin Hosseini, and Suhaiza Zailani. 2019. “Muslims’ Willingness to Pay for Certified Halal Food: An Extension of the Theory of Planned Behaviour.” Journal of Islamic Marketing.
K. M. R. Johnson. 2011. “Generation y Consumer Choice for Organic Foods.” Journal of Global Business Management 7:2–13.
Khan, Mahroo, Arsalan Najmi, Waqar Ahmed, and Ameenullah Aman. 2019. “The Role of Consumer Willingness to Pay for Halal Certification in Pakistan.” Journal of Islamic Marketing 10(4):1230–44.
Marmaya, N. H., Za Zakaria, and Mohd Nasir Mohd Desa. 2019. “Gen Y Consumers’ Intention to Purchase Halal Food in Malaysia: A PLS-SEM Approach.” Journal of Islamic Marketing 10(3):1003–14.
Rajagopal, Shambavi, Sitalakshmi Ramanan, Ramanan Visvanathan, and Subhadra Satapathy. 2011. “Halal Certification: Implication for Marketers in UAE.” Journal of Islamic Marketing 2(2):138–53.
Wong, K. K. 2013. “PLS-SEM Techniques Using SmartPLS.” Marketing Bulletin.