Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh logo halal dan harga terhadap willingness to pay dengan religious commitment sebagai moderasi pada makanan halal di restoran Hermes Palace Hotel Banda Aceh. Penelitian ini menggunakan sampel sebanyak 120 responden dengan teknik non probability sampling. Data dianalisis menggunakan teknik analisis regresi linear berganda dan analisis regresi moderasi. Hasil penelitian menunjukkan bahwa logo halal memliki pengaruh signifikan terhadap willingness to pay. Namun, harga tidak memiliki pengaruh signifikan terhadap willingness to pay. Sedangkan, variabel religious commitment tidak dapat memoderasi hubungan antara logo halal dan harga terhadap willingness to pay. Oleh karena itu, Hermes Palace Hotel Banda Aceh disarankan konsisten dalam mengurus izin logo halal yang dimiliki karena logo halal memiliki pengaruh yang signifikan terhadap kesediaan membayar makanan halal. Selain itu, Hermes Palace Hotel Banda Aceh disarankan tetap memepertahankan apa yang telah dijalankan saat ini karena dengan harga yang dimiliki, harga tersebut tidak menjadi faktor utama yang mempengaruhi seberapa banyak konsumen bersedia membayar untuk makanan halal di restoran tersebut. Penelitian ini menyarankan untuk mempertimbangkan faktor lain yang dapat mempengaruhi willingness to pay, meskipun religious commitment tidak memoderasi hubungan tersebut. Penelitian lanjutan sebaiknya dapat mengeksploarsi variabel lain.
Kata kunci : Logo Halal, Harga, Willingness to Pay, dan Religious Commitment

This research aims to analyze the influence of the halal logo and price on willingness to pay, with religious commitment as a moderator, in halal food at the Hermes Palace Hotel Banda Aceh. The study used a sample of 120 respondents with non-probability sampling techniques. Data were analyzed using multiple linear regression analysis and moderation regression analysis. The results indicate that the halal logo has a significant effect on willingness to pay. However, price does not have a significant effect on willingness to pay. Additionally, the variable of religious commitment does not moderate the relationship between the halal logo and price on willingness to pay. Therefore, Hermes Palace Hotel Banda Aceh is advised to remain consistent in managing the halal logo it possesses, as the halal logo has a significant influence on the willingness to pay for halal food. Moreover, Hermes Palace Hotel Banda Aceh is advised to maintain its current pricing strategy, as price does not become a primary factor affecting how much consumers are willing to pay for halal food at the restaurant. This study suggests considering other factors that may influence willingness to pay, despite religious commitment not moderating the relationship. Future research should explore other variables. Keywords: Halal Logo, Price, Willingness to Pay, and Religious Commitment