Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh sertifikasi halal dan budaya terhadap minat beli makanan tradisional Aceh di Kota Banda Aceh, dengan religiusitas sebagai variabel moderasi. Latar belakang penelitian ini didasarkan pada menurunnya minat terhadap makanan tradisional akibat dominasi makanan modern, serta pentingnya jaminan kehalalan produk bagi masyarakat Aceh yang religius. Penelitian ini menggunakan pendekatan kuantitatif melalui metode survei dan dianalisis dengan regresi linear berganda serta Moderated Regression Analysis (MRA). Populasi penelitian adalah generasi Z di Kota Banda Aceh, dengan teknik probability sampling. Hasil menunjukkan bahwa sertifikasi halal dan budaya berpengaruh positif dan signifikan terhadap minat beli makanan tradisional Aceh. Namun, religiusitas tidak memoderasi hubungan tersebut. Temuan ini mengindikasikan bahwa pelestarian makanan tradisional sebaiknya difokuskan pada peningkatan sertifikasi halal dan penguatan nilai budaya, tanpa bergantung pada religiusitas sebagai faktor moderasi.

Kata kunci: Sertifikasi halal, budaya, religiusitas, minat beli, makanan tradisional Aceh.
 

This study aims to analyze the influence of halal certification and culture on purchase intention of traditional Acehnese food in Banda Aceh, with religiosity as a moderating variable. The background of this research is based on the declining interest in traditional food amid the rise of modern food consumption, along with the significance of halal assurance for the highly religious Acehnese community. A quantitative approach was employed using a survey method, with multiple linear regression and Moderated Regression Analysis (MRA) as analytical tools. The population consisted of Generation Z in Banda Aceh, selected through probability sampling. The results show that halal certification and culture have a positive and significant effect on the intention to purchase traditional Acehnese food. However, religiosity does not moderate these relationships. These findings suggest that efforts to preserve traditional food should focus on strengthening halal certification and cultural values without relying on religiosity as a moderating factor. Keywords: Halal certification, culture, religiosity, purchase intention, traditional Acehnese food.