Electronic Theses and Dissertation

ABSTRAK
Penelitian ini bertujuan menganalisis pengaruh identitas budaya, norma subjektif, dan kontrol perilaku terhadap sikap konsumsi makanan halal pada traveller Muslim Aceh, dengan religiusitas sebagai variabel mediasi. Konsumsi masyarakat modern tidak hanya mencerminkan pemenuhan kebutuhan dasar, tetapi juga menunjukkan nilai, preferensi, dan identitas sosial, terutama bagi traveller Muslim yang menghadapi tantangan konsumsi halal saat bepergian. Penelitian ini menggunakan pendekatan kuantitatif dengan analisis jalur melalui SmartPLS 4.0. Data dikumpulkan dari 150 traveller Muslim asal Aceh yang pernah bepergian ke luar daerah minimal dua kali, menggunakan teknik purposive sampling. Pengujian model meliputi evaluasi outer model, inner model, dan uji hipotesis dengan bootstrapping. Hasil menunjukkan identitas budaya dan norma subjektif berpengaruh positif dan signifikan terhadap religiusitas, sedangkan kontrol perilaku tidak. Identitas budaya, norma subjektif, dan religiusitas berpengaruh signifikan terhadap sikap konsumsi makanan halal, sementara kontrol perilaku tidak. Religiusitas memediasi hubungan antara identitas budaya dan sikap konsumsi makanan halal, namun tidak pada pengaruh kontrol perilaku dan norma subjektif.

Kata kunci: Identitas Budaya, Norma Subjektif, Kontrol Perilaku, Religiusitas, Sikap Konsumsi, Makanan Halal, Traveller Muslim

ABSTRACT This study aims to analyze the influence of cultural identity, subjective norms, and behavioral control on halal food consumption attitudes among Muslim travelers from Aceh, with religiosity as a mediating variable. Modern consumption behavior not only reflects the fulfillment of basic needs but also demonstrates values, preferences, and social identity, especially for Muslim travelers facing halal consumption challenges when traveling. This research adopts a quantitative approach using path analysis with SmartPLS 4.0. Data were collected from 150 Muslim travelers from Aceh who had traveled outside the region at least twice, using purposive sampling. Model testing included outer and inner model evaluations, along with hypothesis testing through bootstrapping. The results show that cultural identity and subjective norms have a positive and significant effect on religiosity, while behavioral control does not. Cultural identity, subjective norms, and religiosity significantly influence halal food consumption attitudes, whereas behavioral control does not. Religiosity significantly mediates the relationship between cultural identity and halal food consumption attitudes but does not mediate the effects of behavioral control or subjective norms on halal food consumption attitudes. Keywords: Cultural Identity, Subjective Norms, Behavioral Control, Religiosity, Consumption Attitude, Halal Food, Muslim Travelers