Pengaruh Halal Awareness dan Halal Transparency terhadap Keputusan Pembelian Konsumen pada Restoran Wingstop di DKI Jakarta

Jihan Faiza Aristi; Inas Afifah Zahra

doi:10.69693/ijim.v4i3.1751

Authors

Jihan Faiza Aristi Politeknik Negeri Jakarta
Inas Afifah Zahra Politeknik Negeri Jakarta

DOI:

https://doi.org/10.69693/ijim.v4i3.1751

Keywords:

Halal Awareness, Halal Transparency, Keputusan Pembelian, Restoran Cepat Saji

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh halal awareness dan halal transparency terhadap keputusan pembelian konsumen pada restoran Wingstop di DKI Jakarta. Permasalahan penelitian berpangkal pada rendahnya perhatian konsumen terhadap aspek kehalalan produk pada segmen restoran cepat saji, meskipun Indonesia merupakan salah satu negara dengan potensi pasar halal terbesar di dunia, serta adanya inkonsistensi hasil penelitian terdahulu mengenai pengaruh halal awareness. Metode yang digunakan adalah penelitian kuantitatif deskriptif-asosiatif dengan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4. Sampel sebanyak 160 responden dipilih menggunakan metode purposive sampling dari populasi konsumen Muslim berusia 18–42 tahun di DKI Jakarta. Data dikumpulkan melalui kuesioner berskala Likert 1-4. Hasil penelitian menunjukkan bahwa halal awareness berpengaruh positif dan signifikan terhadap keputusan pembelian (β = 0,440; T = 2,973; p = 0,003), dan halal transparency berpengaruh positif dan signifikan terhadap keputusan pembelian (β = 0,447; T = 3,558; p = 0,000). Nilai R-square sebesar 0,655 menunjukkan bahwa kedua variabel dalam model mampu menjelaskan 65,5% variasi keputusan pembelian, dengan relevansi prediktif model yang baik (Q² = 0,406). Disimpulkan bahwa halal awareness dan halal transparency merupakan determinan penting dalam membentuk keputusan pembelian konsumen Muslim terhadap produk makanan halal pada restoran cepat saji.

Downloads

Download data is not yet available.

References

Ali, M. (2016). Konsep Makanan Halal dalam Tinjauan Syariah dan Tanggung Jawab Produk Atas Produsen Industri Halal. AHKAM : Jurnal Ilmu Syariah, 16(2), 291–306. https://doi.org/10.15408/ajis.v16i2.4459

Ambali, A. R., & Bakar, A. N. (2014). People ’ s Awareness on Halal Foods and Products : Potential Issues for Policy-Makers. Procedia - Social and Behavioral Sciences, 121(September 2012), 3–25. https://doi.org/10.1016/j.sbspro.2014.01.1104

Anggraini, I., & Dewanti, D. S. (2020). The Effect of Halal Foods Awareness on Purchase Decision with Religiosity as a Moderating Variable. Journal of Economics Research and Social Sciences, 4(1). https://doi.org/10.18196/jerss.040116

Aslan, H. (2023). The influence of halal awareness, halal certificate, subjective norms, perceived behavioral control, attitude and trust on purchase intention of culinary products among Muslim costumers in Turkey. International Journal of Gastronomy and Food Science, 32. https://doi.org/10.1016/j.ijgfs.2023.100726

BPJPH. (2025). 1 Tahun BPJPH sebagai LPNK, Produk Bersertifikat Halal Tembus 9,8 Juta. https://bpjph.halal.go.id/detail/1-tahun-bpjph-produk-bersertifikat-halal-tembus-9-8-juta

BPS. (2025). Berita Resmi Statistik: Pertumbuhan Ekonomi Indonesia Triwulan II-2025 (Issue No. 74/08/Th. XXVII).

DinarStandard. (2025). State of the Global Islamic Economy 2025. USA Registered Business Strategy Insights Inc. https://www.dinarstandard.com/insights/sgier-2024-25

Djunaidi, M., Oktavia, C. B. A., Fitriadi, R., & Setiawan, E. (2021). Perception and Consumer Behavior of Halal Product Toward Purchase Decision in Indonesia. Jurnal Teknik Industri, 22(2), 171–184.

Faridah, H. D. (2019). SERTIFIKASI HALAL DI INDONESIA : SEJARAH, PERKEMBANGAN, DAN IMPLEMENTASI. Journal of Halal Product and Research, 2(2), 68–78.

Hair, Joseph F., J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (Third Edit). SAGE Publications, Inc.

Harmoko, I. (2022). OPTIMALISASI INDUSTRI HALAL DI INDONESIA MELALUI PENDEKATAN STRATEGIS DISTINCTIVE COMPETENCE. Reinforce: Journal of Sharia Management, 1(2), 105–121.

Insights, F. B. (2025). Fast Food Market Size, Industry Share & COVID-19 Impact Analysis, By Product Type (Burger & Sandwich, Pizza & Pasta, Asian & Latin American Food, and Others), Service Type (On-Premise and Delivery & Take Away), and Regional Forecast, 2026-2034. https://www.fortunebusinessinsights.com/fast-food-market-106482

Kamila, T. P., Masyhuri, Julaihah, U., & Ekowati, V. M. (2025). Pengaruh Literasi Halal, Kesadaran Halal, dan Gaya Hidup terhadap Keputusan Pembelian Produk Makanan Halal Di Indonesia: Studi pada Gen Z Di Kota Malang. SYARIKAT : Jurnal Rumpun Ekonomi Syariah, 8(2), 375–386.

Kankaraš, M., & Capecchi, S. (2025). Neither agree nor disagree: use and misuse of the neutral response category in Likert-type scales. METRON, 83(1), 111–140. https://doi.org/10.1007/s40300-024-00276-5

Kemendagri, D. D. (2026). Satu Data Seribu Wajah, Kemendagri Ungkap Keragaman Indonesia Lewat Data Kependudukan. https://dukcapil.kemendagri.go.id/blog/read/satu-data-seribu-wajah-kemendagri-ungkap-keragaman-indonesia-lewat-data-kependudukan

Kotler, P., & Armstrong, G. (2008). Prinsip-prinsip pemasaran (12th ed.). Erlangga.

Manurung, J. S. A., Isaskar, R., Aprilia, A., & Pratiwi, D. E. (2025). The Effect of Belief, Halal Certification, and Food Safety on the Decision to Purchase Halal Food Products. MIX: JURNAL ILMIAH MANAJEMEN, 15(1), 267. https://doi.org/10.22441/jurnal_mix.2025.v15i1.016

Nusran, M., Nasution, E. N., Prayitno, M. A., & Sudarmanto, E. (2023). Halal Certification in The Digital Age : Leveraging Online Platforms for Enhanced Transparency and Accessibility. Jurnal Ekonomi, Akuntansi Dan Manajemen Indonesia, 2(01), 105–115.

Prasetyo, S., & Kamil, M. (2025). Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Keputusan Pembelian di Wingstop Margonda Depok. Jurnal Bisnis Kreatif Dan Inovatif, 2(3), 191–199. https://doi.org/10.61132/jubikin.v2i3.887

Rafiki, A., Hidayat, S. E., & Nasution, M. D. T. P. (2024). An extensive effect of religiosity on the purchasing decisions of halal products. PSU Research Review, 8(3), 898–919. https://doi.org/10.1108/PRR-07-2022-0093

Rejeb, A., Rejeb, K., Zailani, S., Treiblmaier, H., & Hand, K. J. (2021). Internet of Things Integrating the Internet of Things in the halal food supply chain : A systematic literature review and research agenda. Internet of Things, 13(2021), 100361. https://doi.org/10.1016/j.iot.2021.100361

Setyaningsih, E. D., & Marwansyah, S. (2019). The Effect of Halal Certification and Halal Awareness through Interest in Decisions on Buying Halal Food Products. Journal of Islamic Economics, Finance and Banking, 3(1), 64–79.

Sholihin, R. (2024). KONSEP HALAL DAN HARAM (PERSPEKTIF HUKUM DAN PENDIDIKAN). Journal of Islamic and Law Studies, 8(1), 1–8. https://doi.org/10.18592/jils.v4i1.xxxx

Sofyan, S., Sofyan, A. S., Syamsu, N., & Mansyur, A. (2023). Investigating the Effect of Halal Awareness on Purchase Decision for Halal Products in Indonesia: A Metadata Analysis. Jurnal Ekonomi Dan Perbankan Syariah, 10(2). https://doi.org/10.1905/iqtishadia.v10i2.10388

Sugiyono. (2019). METODE PENELITIAN KUANTITATIF, KUALITATIF, DAN R&D (2nd ed.). Alfabeta.

Susanti, P., & Khajar, I. (2025). Pengaruh Halal Awareness, Halal Logo, Attitude Towards Halal Food, Terhadap Purchase Decision Melalui Purchase Intention Sebagai Variabel Intervening pada Produk UMKM Kota Semarang. QOSIM : Jurnal Pendidikan, Sosial & Humaniora, 3(3), 1359–1371. https://doi.org/10.61104/jq.v3i3.2042

Susanty, A., Puspitasari, N. B., Jie, F., Akhsan, F. A., & Jati, S. (2025). Consumer acceptance of halal food traceability systems: a novel integrated approach using modified UTAUT and DeLone & McLean models to promote sustainable food supply chain practices. Cleaner Logistics and Supply Chain, 15(May), 100226. https://doi.org/10.1016/j.clscn.2025.100226

Triansyah, F. A. (2023). FOCUS RESEARCH ON HALAL FOOD MARKETING. Journal of Management and Islamic Finance, 3(1), 121–131. https://doi.org/10.22515/jmif.v3i1.6634

Wingstop Inc. (2025). Wingstop Opens 3,000th Restaurant, Showcasing Strength in Development. https://ir.wingstop.com/wingstop-opens-3000th-restaurant-showcasing-strength-in-development

Zahra, N. A., & Anggraini, I. K. (2023). PENGARUH HALAL AWARENESS, HARGA, DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN KOBER MIE SETAN DI SURABAYA. Islamic Economics and Finance in Focus, 2(2), 287–299. https://doi.org/10.21776/ieff. 2023.02.02.10

Zulfakar, M. H., Anuar, M. M., & Talib, M. S. A. (2014). Conceptual Framework on Halal Food Supply Chain Integrity Enhancement. Procedia - Social and Behavioral Sciences, 121, 58–67. https://doi.org/10.1016/j.sbspro.2014.01.1108