Title: THE INFLUENCE 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 THE MODERATOR VARIABLE RELIGIUSITY

Author: 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

Food restaurants in East Java have experienced a significant increase in recent years, where they have come up with a variety of new and interesting menu choices to satisfy consumers. On the other hand, there is a lot of news that is developing, both through print and electronic media, about food whose composition contains components that are dangerous to the health of the body or including types of food that are prohibited from being consumed by religious law (especially for Muslims). unsettling. This phenomenon is strengthened by the fact that only three restaurants in East Java have halal certification. Of course, this is very ironic considering that the majority of the population in East Java is Muslim. What food restaurant companies must pay attention to is how consumers behave in dealing with this phenomenon. Where consumer behavior towards risk is influenced by attitudes towards risk (risk attitude), perception of risk (risk perception), subjective norms (subjective norms) and consumer behavior in facing possible risks that will befall them (risk intended behavior) from food restaurants that are not certified halal. This research design uses a quantitative design with the Partial Least Square (PLS) statistical test tool. The results found that risk attitude, risk perception, subjective norms influence risk intended behavior. Meanwhile, a person's religiosity value has no 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/