Evaluasi Kesadaran dan Persepsi Generasi Milenial Terhadap Restoran Bersertifikasi Halal di Indonesia
DOI:
https://doi.org/10.12962/j22759970.v1i1.54Keywords:
Generasi milenial, Kesadaran dan persepsi konsumen, Multi dimension approach, Restoran bersertifikat halal, Sertifikasi halalAbstract
Studi tentang sistem halal telah mendapatkan banyak perhatian dari kalangan peneliti maupun dari kalangan praktisi atau pelaku bisnis. Penerapan sertifikasi halal secara global tidak hanya berlaku secara eksklusif untuk produk makanan saja tetapi mencakup produk dan layanan jasa lainnya. Ini berarti penelitian tentang sistem halal mencakup area yang sangat luas yang memerlukan berbagai macam pendekatan penelitian (multi dimension approach) dan dalam konteks yang bervariasi. Meningkatnya kesadaran konsumen Muslim atas kewajiban agama mereka juga telah berkontribusi pada meningkatnya permintaan produk dan layanan halal. Akibatnya, permintaan terhadap produk makanan halal yang besar akan menyebabkan peningkatan pasokan untuk jaminan sertifikat dan logo Halal. Paper ini bertujuan untuk mengevaluasi kesadaran dan persepsi generasi milenial khususnya di wilayah perkotaan terhadap restoran bersertifikasi halal di Indonesia. Penelitian ini menggunakan lima variabel ukur yaitu religious beliefs, self identity, religious commitment, attitude toward Halal Certified, dan social influences. Hasil penelitian ini mengindikasikan bahwa religious commitment dan self identity tidak berpengaruh signifikan terhadap kesadaran dan persepsi generasi milenial pada Restoran Bersertifikat Halal. Hasil dan temuan penelitian ini diharapkan dapat membantu pemerintah khususnya kementerian Agama Republik Indonesia dalam menerapkan kebijakan pada sistem sertifikasi halal ke depannya.
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