PERAN THEORY OF PLANNED BEHAVIOR DALAM MEMBENTUK NIAT PEMBELIAN PRODUK BERSERTIFIKAT HALAL: STUDI PADA GENERASI ZILENIAL DAN MILENIAL
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i3.p05Kata Kunci:
niat beli; produk halal bersertifikat; Theory of Planned BehaviorAbstrak
Penelitian ini memperluas cakupan studi sebelumnya dengan mengkaji niat beli terhadap berbagai produk konsumen bersertifikat halal, meliputi perawatan kulit, makanan, dan minuman, tidak terbatas pada produk pangan saja, serta memfokuskan pada kelompok konsumen Milenial dan Zilenial yang memiliki pola konsumsi khas dan tingkat responsivitas tinggi terhadap standar serta kepatuhan produk. Tujuan penelitian ini adalah menganalisis faktor-faktor yang memengaruhi niat beli konsumen Milenial dan Zilenial terhadap produk bersertifikat halal dengan menggunakan kerangka Theory of Planned Behavior. Penelitian dilakukan pada individu berusia 17–41 tahun di Daerah Istimewa Yogyakarta dengan melibatkan 126 responden yang memenuhi kriteria sampel, dan data dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa sikap berpengaruh positif dan signifikan terhadap niat beli produk bersertifikat halal, sementara norma subjektif berpengaruh negatif dan tidak signifikan. Selain itu, persepsi kontrol perilaku terbukti memberikan pengaruh positif dan signifikan terhadap niat beli konsumen terhadap produk bersertifikat halal. Secara keseluruhan, sikap dan persepsi kontrol perilaku merupakan determinan utama yang mendorong niat beli produk halal pada konsumen Milenial dan Zilenial, sedangkan norma subjektif tidak berperan signifikan dalam membentuk niat beli tersebut.
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