Analisis Perilaku Konsumen dalam Membeli Makanan Halal di Kota Medan (Studi Kasus Kecamatan Medan Tuntungan)

Abstract

Indonesia is a country where the majority of the population is Muslim. Integralistic Islam lies in its teachings, which cover all aspects of life. The large number of Indonesian Muslim population will affect the large need for a variety of halal products. This study aims to determine consumer behavior towards purchasing halal food in Medan city, especially in Medan Tuntungan sub-district, where most of the population is non-Muslim. This type of research is descriptive research. The data analysis method in this study uses multiple linear regression with the help of the SPSS version 25.0 program. The population of this study were the people of Medan Tuntungan sub-district with a sample of 100 respondents. Data collection using questionnaires with sampling techniques, namely simple random sampling. The results of this study indicate that the variables of Religiosity (X1) and Price (X4) partially have a positive and significant effect on consumer behavior in buying halal food in Medan Tuntungan District. Meanwhile, the variables of Halal Certification (X2) and Halal Awareness (X3) partially have a positive but insignificant effect on consumer behavior in buying halal food in Medan Tuntungan District. The results of the determination test (R²) show that Adjust R Square is 0.642, which means that the variables of Religiosity (X1), Halal certification (X2), Halal awareness (X3), and Price (X4) have a joint positive contribution of 64.2% to the variable of interest in purchasing halal food in Medan City (Y), while the remaining 35.8% is influenced by other factors not included in this study.