Title: THE EFFECT OF RISK ATTITUDE, RISK PERCEPTION, AND SUBJECTIVE NORM ON RISK INTENDED BEHAVIOR FROM FOOD RESTAURANTS THAT DO NOT HAVE HALAL CERTIFICATION FOR MUSLIM CONSUMERS, WITH RELIGIOSITY AS A MODERATOR VARIABLE

Authors: ROJIB BURHAN WINAHYU

Item Type : Thesis (Thesis)

Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

Restaurants in East Java have seen significant growth in recent years, offering a variety of new and exciting menu options to satisfy consumers. On the other hand, numerous reports, both in print and electronic media, have emerged about foods containing ingredients harmful to health and prohibited by Islamic law (especially for Muslims). This phenomenon is exacerbated by the fact that only three restaurants in East Java have halal certification. This is ironic, given that the majority of East Java's population is Muslim. Restaurant companies must address consumer behavior in response to this phenomenon. Consumer behavior toward risk is influenced by risk attitude, risk perception, subjective norm, and risk-intended behavior from restaurants that are not halal-certified. This study used a quantitative design using Partial Least Squares (PLS) statistical testing. The results found that risk attitude, risk perception, and subjective norm influence risk-intended behavior. Meanwhile, a person's religiosity value does not have an effect on the relationship between risk attitude and risk perception on risk intended behavior.

Keywords: Risk Attitude, Risk Perception, Subjective Norm, Risk Intended Behavior and Religiosity

Sources: http://repository.unair.ac.id/38558/