Apa yang Membuat Konsumen Kembali Membeli Makanan Halal? Peran Kesadaran Kesehatan, Kualitas Makanan, dan Kepuasan
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Abstract
Industri makanan halal di Indonesia terus berkembang seiring meningkatnya kesadaran konsumen terhadap aspek kesehatan, keamanan, dan kualitas pangan. Namun, faktor-faktor yang mendorong kepuasan konsumen serta niat pembelian ulang (repurchase intention) pada produk makanan halal masih memerlukan kajian empiris. Penelitian ini bertujuan menganalisis pengaruh health consciousness dan food quality terhadap satisfaction towards halal food serta dampaknya terhadap repurchase intention. Penelitian menggunakan pendekatan kuantitatif dengan data primer yang diperoleh melalui penyebaran kuesioner kepada 74 konsumen yang pernah membeli atau mengonsumsi makanan berlabel halal dalam tiga bulan terakhir di Indonesia. Teknik pengambilan sampel menggunakan non-probability sampling, sedangkan analisis data dilakukan menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa health consciousness berpengaruh positif dan signifikan terhadap satisfaction towards halal food, sedangkan food quality tidak berpengaruh signifikan terhadap satisfaction towards halal food. Selain itu, satisfaction towards halal food terbukti berpengaruh positif dan signifikan terhadap repurchase intention. Kebaruan penelitian ini terletak pada pengujian peran kepuasan sebagai mekanisme yang menghubungkan kesadaran kesehatan dan kualitas makanan dengan niat pembelian ulang dalam konteks makanan halal di Indonesia. Temuan penelitian memberikan implikasi bagi pelaku usaha halal food untuk memperkuat aspek kesehatan dan keamanan pangan guna meningkatkan kepuasan serta pembelian ulang konsumen makanan halal.
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