Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi
perilaku Generasi Z Muslim dalam membeli makanan produksi produsen non
Muslim serta memahami persepsi mereka terhadap makanan tersebut di Kota Banda
Aceh. Metode penelitian yang digunakan adalah kualitatif. Data diperoleh melalui
wawancara mendalam terhadap 30 responden Generasi Z Muslim yang pernah
membeli makanan dari produsen non-Muslim, serta dianalisis menggunakan
bantuan perangkat lunak NVivo. Hasil penelitian menunjukkan bahwa perilaku
pembelian Generasi Z dipengaruhi oleh berbagai faktor, faktor yang dominan di
antaranya faktor kualitas seperti rasa, faktor sosial seperti lingkungan sekitar, faktor
sosial media seperti Instagram dan Tik-Tok, faktor pribadi seperti selera, faktor
kebiasaan seperti membeli secara berulang-ulang. Faktor kualitas, seperti rasa,
kebersihan, dan konsistensi, menjadi aspek yang paling dominan dalam keputusan
pembelian. Sementara itu, persepsi responden terhadap makanan produksi produsen
non-Muslim umumnya bersifat terbuka, tidak bersikap tertutup atau menolak secara
mutlak makanan dari produsen non-Muslim dan kontekstual, tergantung pada
situasi atau konteks tertentu, selama makanan tersebut tidak mengandung unsur
haram secara jelas. Penelitian ini menyimpulkan bahwa Generasi Z Muslim di
Banda Aceh memiliki pendekatan konsumsi yang berbasis pengalaman langsung.
Keputusan mereka tidak semata-mata didasarkan pada identitas produsen, tetapi
lebih kepada kualitas produk, pengalaman konsumsi, serta validasi sosial dari
lingkungan sekitar. Penelitian ini memberikan implikasi bagi produsen makanan
non-Muslim untuk lebih memperhatikan kualitas dan transparansi kehalalan produk
sebagai strategi menjangkau konsumen Muslim, khususnya generasi muda.
Kata Kunci: Perilaku Konsumen, Generasi Z, Makanan Non-Muslim, Persepsi,
Keputusan Pembelian, Banda Aceh

This study aims to analyze the factors influencing the purchasing behavior of Muslim Generation Z in buying food produced by non-Muslim manufacturers and to understand their perceptions of such food in the city of Banda Aceh. The research method used is qualitative. Data was collected through in-depth interviews with 30 Muslim Generation Z respondents who had purchased food from non-Muslim manufacturers, and analyzed using NVivo software. The results of the study indicate that Generation Z purchasing behavior is influenced by various factors, with dominant factors including quality factors such as taste, social factors such as the surrounding environment, social media factors such as Instagram and TikTok, personal factors such as preferences, and habitual factors such as repeated purchases. Quality factors, such as taste, cleanliness, and consistency, are the most dominant aspects in purchasing decisions. Meanwhile, respondents' perceptions of food produced by non-Muslim producers are generally open-minded, not closed-minded or outright rejecting food from non-Muslim producers, and contextual, depending on the situation or context, as long as the food does not clearly contain haram elements. This study concludes that Muslim Generation Z in Banda Aceh has a consumption approach based on direct experience. Their decisions are not solely based on the producer's identity but rather on product quality, consumption experience, and social validation from the surrounding environment. This study implies that non-Muslim food producers should prioritize product quality and halal transparency as a strategy to reach Muslim consumers, particularly the younger generation. Keywords: Consumer Behavior, Generation Z, Non-Muslim Food, Perception, Purchase Decision, Banda Aceh