Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh persepsi identitas halal restoran terhadap loyalitas konsumen dengan kepercayaan konsumen sebagai variabel mediasi pada Restoran Banda Seafood di Kota Banda Aceh. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan desain survei potong lintang (cross-sectional). Pengumpulan data dilakukan melalui penyebaran kuesioner menggunakan teknik purposive sampling kepada 120 responden, dengan kriteria utama yaitu masyarakat Kota Banda Aceh yang pernah melakukan pembelian di Restoran Banda Seafood minimal dua kali dalam enam bulan terakhir. Teknik analisis data menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS 4.0. Hasil penelitian menunjukkan bahwa persepsi identitas halal restoran berpengaruh positif dan signifikan terhadap loyalitas konsumen maupun kepercayaan konsumen, serta kepercayaan konsumen berpengaruh positif dan signifikan terhadap loyalitas konsumen. Hasil pengujian mediasi menunjukkan bahwa kepercayaan konsumen memediasi secara parsial komplementer (complementary partial mediation) pengaruh persepsi identitas halal restoran terhadap loyalitas konsumen. Temuan ini menunjukkan bahwa persepsi identitas halal restoran tidak hanya secara langsung membentuk loyalitas konsumen, tetapi juga bekerja melalui jalur tidak langsung dengan terlebih dahulu membangun kepercayaan konsumen yang kemudian mendorong terbentuknya loyalitas yang lebih kuat dan berkelanjutan terhadap Restoran Banda Seafood di Kota Banda Aceh. Penelitian selanjutnya disarankan untuk memperluas cakupan objek penelitian, menggunakan teknik probability sampling, serta menambahkan variabel lain seperti kualitas makanan, kepuasan konsumen, dan religiusitas agar temuan dapat digeneralisasikan secara lebih luas.

Kata Kunci: Persepsi Identitas Halal Restoran, Kepercayaan Konsumen, Loyalitas Konsumen, Restoran Halal, SEM-PLS

This study aims to analyze the effect of halal restaurant identity perception on consumer loyalty with consumer trust as a mediating variable at Banda Seafood Restaurant in Banda Aceh City. This study employed an explanatory quantitative approach with a cross-sectional survey design. Data were collected through questionnaires distributed using a purposive sampling technique to 120 respondents, with the main criterion being residents of Banda Aceh City who had made at least two purchases at Banda Seafood Restaurant within the past six months. Data analysis was conducted using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4.0 software. The results indicate that halal restaurant identity perception has a positive and significant effect on both consumer loyalty and consumer trust, and that consumer trust has a positive and significant effect on consumer loyalty. The mediation test results indicate that consumer trust partially mediates (complementary partial mediation) the effect of halal restaurant identity perception on consumer loyalty. These findings suggest that halal restaurant identity perception not only directly shapes consumer loyalty, but also operates through an indirect mechanism by first building consumer trust, which in turn drives stronger and more sustainable loyalty toward Banda Seafood Restaurant in Banda Aceh City. Future research is recommended to broaden the scope of research objects, employ probability sampling techniques, and incorporate additional variables such as food quality, consumer satisfaction, and religiosity so that findings can be generalized more broadly. Keywords: Halal Restaurant Identity Perception, Consumer Trust, Consumer Loyalty, Halal Restaurant, SEM-PLS