Motivasi Pelaku Usaha Kecil Kuliner Mengikuti Festival Halal

TRINA SEPTIANI, Rika Fatimah P.L., S.T., M.Sc., Ph.D ; Akhmad Akbar Susamto, M.Phil, Ph.D.,

2023 | Tesis | MAGISTER AGAMA DAN LINTAS BUDAYA

Festival di Indonesia makin marak diadakan setiap akhir tahun atau pertengahan tahun, namun belum begitu banyak yang membuka acara Festival makanan dan minuman halal. Penelitian ini bertujuan untuk mengetahui motivasi pelaku usaha dalam mengikuti acara Jogja Halal Festival. Sampel pada penelitian ini sebanyak 113 responden yang diambil melalui metode purposive sampling. Data penelitian diambil melalui kuesioner yang dibagikan dengan teknik PAPI (Pencil and Paper Interviewing) dimana enumerator dikumpulkan berkelompok lalu membagikan kuesioner melalui barcode dan wawancara sederhana ke pelaku usaha. Metode penelitian ini menggunakan analisis statistika deskriptif yang sebelumnya telah memenuhi uji instrumen yakni validitas dan reliabilitas. Hasil penelitian menunjukkan bahwa secara statistik, eksplorasi budaya memengaruhi motivasi pelaku usaha kecil kuliner di acara Jogja Halal Festival, dengan nilai tertinggi yakni mempromosikan produk yang selama ini ada, lalu sosialisai internal juga memengaruhi motivasi pelaku usaha kecil kuliner di acara Jogja Halal Festival yaitu mempertahankan posisi perusahaan di mata konsumen, dan yang terakhir sosialisasi eksternal memengaruhi motivasi pelaku usaha kecil kuliner di acara Jogja Halal Festival yaitu meningkatkan citra perusahaan/brand perusahaan.

Festivals in Indonesia are increasingly being held at the end of the year or in the middle of the year, but not many have opened Halal food and beverage festivals. This study aims to determine the motivation of business actors in participating in the Jogja Halal Festival. The sample in this study were 113 respondents who were taken through the method purposive sampling. Research data was taken through questionnaires which were distributed using the PAPI (Pencil and Paper Interviewing) technique where enumerators were collected in groups and then distributed questionnaires via barcode and simple interviews with business actors. This research method uses descriptive statistical analysis which has previously fulfilled the instrument test, namely validity and reliability. The results of the study show that statistically, cultural exploration influences the motivation of small culinary entrepreneurs at the Jogja Halal Festival, with the highest score being promoting existing products, then internal socialization also influences the motivation of small culinary entrepreneurs at the Jogja Halal Festival, namely maintaining their position. companies in the eyes of consumers, and finally external socialization influences the motivation of small culinary entrepreneurs at the Jogja Halal Festival, namely improving the company's image/brand.

Kata Kunci : Motivation, Entrepreneurs, Jogja Halal Festival, Food Festival