Electronic Theses and Dissertation

ABSTRAK
Meningkatnya popularitas makanan Korea di kalangan Generasi Z mendorong perubahan pola konsumsi masyarakat Muslim, termasuk di Banda Aceh. Dalam memilih makanan, konsumen tidak hanya mempertimbangkan rasa dan tren, tetapi juga aspek kehalalan produk makanan. Nilai spiritual dan kepercayaan konsumen dipandang sebagai faktor yang dapat memengaruhi keputusan pembelian makanan produk halal. Penelitian ini bertujuan untuk menganalisis pengaruh nilai spiritual terhadap keputusan pembelian makanan halal Korea di Banda Aceh dengan kepercayaan konsumen sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian berjumlah 108 responden Generasi Z di Kota Banda Aceh yang pernah mengonsumsi makanan Korea. Teknik pengambilan sampel menggunakan purposive sampling. Data dianalisis menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS) dengan bantuan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa nilai spiritual berpengaruh positif dan signifikan terhadap kepercayaan konsumen dan keputusan pembelian makanan halal Korea. Kepercayaan konsumen juga berpengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, kepercayaan konsumen terbukti mampu memediasi secara signifikan pengaruh nilai spiritual terhadap keputusan pembelian makanan halal Korea di Banda Aceh.

Kata Kunci: Nilai Spiritual, Kepercayaan Konsumen, Keputusan Pembelian, Makanan Halal Korea, Generasi Z.

ABSTRACT The rising popularity of Korean food among Generation Z is driving changes in consumption patterns among Muslim communities, including in Banda Aceh. When choosing food, consumers consider not only taste and trends but also the halal status of food products. Spiritual values and consumer beliefs are viewed as factors that can influence purchasing decisions regarding halal food products. This study aims to analyze the influence of spiritual values on the decision to purchase halal Korean food in Banda Aceh, with consumer trust serving as a mediating variable. This study employs a quantitative approach using a survey method. The sample consisted of 108 Generation Z respondents in Banda Aceh who had previously consumed Korean food. The sampling technique used was purposive sampling. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4.0. The results indicate that spiritual values have a positive and significant effect on consumer trust and the decision to purchase Korean halal food. Consumer trust also has a positive and significant effect on the purchasing decision. Furthermore, consumer trust was found to significantly mediate the effect of spiritual values on the purchase decision for halal Korean food in Banda Aceh. Keywords: Spiritual Values, Consumer Trust, Purchase Decision, Halal Korean Food, Generation Z.