Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh norma subjektif dan halal awareness terhadap purchase intention dengan sikap sebagai variabel mediasi pada konsumen restoran chinese food halal di kota banda aceh. penelitian ini menggunakan pendekatan kuantitatif dengan metode structural equation modeling–partial least squares (sem-pls) melalui aplikasi smartpls 4.0. data diperoleh dari 135 responden menggunakan teknik purposive sampling dan kuesioner skala likert. hasil penelitian menunjukkan bahwa norma subjektif berpengaruh positif dan signifikan terhadap purchase intention dan sikap konsumen. halal awareness berpengaruh positif dan signifikan terhadap sikap, namun tidak berpengaruh signifikan terhadap purchase intention. sikap juga berpengaruh positif dan signifikan terhadap purchase intention. selain itu, sikap mampu memediasi secara signifikan pengaruh norma subjektif terhadap purchase intention, tetapi tidak mampu memediasi pengaruh halal awareness terhadap purchase intention. temuan ini menunjukkan bahwa purchase intention konsumen restoran chinese food halal di kota banda aceh lebih dipengaruhi oleh faktor sosial dan sikap konsumen dibandingkan kesadaran halal secara langsung. kata kunci: norma subjektif, halal awareness, sikap, purchase intention, restoran chinese food halal.

This study aims to analyze the influence of subjective norms and halal awareness on purchase intention, with attitude as a mediating variable among consumers of halal Chinese food restaurants in Banda Aceh City. This study used a quantitative approach using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method through the SmartPLS 4.0 application. Data were obtained from 135 respondents using purposive sampling and a Likert-scale questionnaire. The results showed that subjective norms had a positive and significant effect on consumer purchase intention and attitude. Halal awareness had a positive and significant effect on attitude, but not on purchase intention. Attitude also had a positive and significant effect on purchase intention. Furthermore, attitude significantly mediated the effect of subjective norms on purchase intention, but not on halal awareness. These findings indicate that the purchase intention of consumers of halal Chinese food restaurants in Banda Aceh City is more influenced by social factors and consumer attitudes than by direct halal awareness. Keywords: Subjective Norms, Halal Awareness, Attitude, Purchase Intention, Halal Chinese Food Restaurants