Integrasi Theory of Planned Behavior dan Self-Congruity Theory Dalam Keputusan Pembelian Produk Makanan Korea Bersertifikat Halal di Indonesia

Hasna Mutia Insani, Dr. Jumeri, S.T.P. M.Si.

2026 | Tesis | S2 Agama dan Lintas Budaya

Studi ini mengkaji integrasi Theory of Planned Behavior, self-congruity,  Korean Wave dan halal awareness untuk menjelaskan keputusan pembelian produk makanan Korea bersertifikat halal di Indonesia. Data dikumpulkan dari 372 responden meggunakan survei daring dengan tektik purposive sampling. Analisis data dilakukan menggunakan pendekatan Structural Equation Modeling-Partial Least Square (SEM-PLS) dengan bantuan perangkat lunak SmartPLS versi 3.0. Hasil penelitian menunjukkan bahwa sikap, norma subjektif dan kontrol perilaku berpengaruh positif (p<0> Korean Wave, halal awareness, dan niat pembelian berpengaruh positif (p<0>full mediation (p<0>

This study examines the integration of the Theory of Planned Behavior, self-congruity, the Korean Wave, and halal awareness to explain purchasing decisions for halal-certified Korean food products in Indonesia. Data was collected from 372 respondents using an online survey with purposive sampling. Data analysis was conducted using the Structural Equation Modelling-Partial Least Square (SEM-PLS) approach with the assistance of SmartPLS version 3.0 software. The results showed that attitudes, subjective norms and behavioral control had a positive effect (p<0>

Kata Kunci : Theory of Planned Behavior, Self-Congruity Theory, Korean Wave, Halal Awareness