Pengaruh Religiusitas, Kepercayaan, dan Kepuasan terhadap Keputusan Pembelian Ulang Produk Halal
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Abstract
Kehalalan suatu produk merupakan kebutuhan wajib bagi setiap konsumen, terutama konsumen muslim. Dalam memilih produk halal didasari dengan berbagai sebab. Religiusitas menjadi dasar seorang konsumen muslim memilih produk halal, hal ini merupakan komitmen menjalankan ajaran Islam secara menyeluruh. Keputusan memilih produk halal juga dipengaruhi faktor psikologis seperti kepercayaan terhadap produk halal yang selanjutnya dapat memberikan kepuasan, sehingga berdampak pada keterhubungan dan ketergantungan kepada produk halal tersebut. Penelitian ini meninjau lebih jauh pengaruh religiustas terhadap keputusan untuk membeli ulang produk halal melalui kepuasan dan kepercayaan terhadap produk. Penelitian dilakukan melalui metode survei dengan menyebarkan angket kepada responden di Kota Bandung. Analisis data dilakukan melalui pendekatan SEM-PLS dan alat bantu yang digunakan adalah WarpPLS. Hasil penelitian menunjukkan bahwa religiusitas, kepercayaan dan kepuasan berpengaruh signifikan terhadap keputusan pembelian ulang produk halal.
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