Faktor-Faktor yang Mempengaruhi Keinginan Mengonsumsi Produk Halal Menggunakan Theory of Reasoned Action

Abstract

The purpose of this research is to analyze the factors affecting the intention to consume halal products case study on community Tualang Kampung Tualang Subdistrict Siak Pekanbaru. The dependent variable in this research is the desire to consume halal products, while the independent variable is subjective norms, attitudes, religiosity, price and label kosher. This research uses probability sampling with respondents society Tualang Kampung Tualang Subdistrict Siak Pekanbaru. This research uses multiple linear regression analysis with SPSS software version 23.0 and Microsoft Excel 2010. The findings of this research indicate that subjective norms, attitudes and positive effect on the price of the desire to consume halal products. While religiosity and halal label does not affect the desire to consume halal products. These research findings also indicate that simultaneous subjective norms, attitudes, religiosity, price and label kosher influence the desire to consume halal products.