Pengetahuan dan Sikap Mahasiswa dalam Keputusan Pembelian Produk Halal

Abstract

Consumers must be more critical in making decisions before buying food products. This study
aims to determine the relationship between knowledge with student attitudes in purchasing decisions
for halal products. The population of this study were the students of Muhammadiyah University of
Semarang. The variables that studied were the level of knowledge of halal food and the attitude of
decisions for buying halal products. This type of research was observational with a cross sectional
design. The tool that used were questionnaires and data analysis by using two stages, namely
univariate and bivariate (Simple Linear Regression). The results of the study revealed that the
student's knowledge of halal food was the most moderate category at 40.2% and positive positive
attitude was 53.6%. Based on statistical tests, it can be concluded that there is a relationship between
knowledge and attitude in buying halal products.

Keywords: Halal, Product, Knowledge, Attitude.