Pendekatan Teori Motivasi Dalam Niat Mengadopsi Praktik Halal Pada Kesadaran UMKM
Keywords:
UMKM, Praktik Halal, Customer pressure, Goal-directed behaviorAbstract
Penelitian ini menguji faktor-faktor yang mempengaruhi UMKM dalam intention to adopt halal practices yang dimediasi oleh customer pressure. Menggunakan sampel 443 yang memiliki usaha mikro, kecil dan menengah. Data diperoleh dengan menggunakan purposive sampling dengan mengisi kuesioner secara online. Analisis data yang dihasilkan dengan Structural Equation Modeling (SEM). Hasil penelitian ini menunjukkan bahwa permintaan dan customer pressure memiliki pengaruh positif dan signifikan terhadap UMKM untuk intention to adopt halal practices, yang konsisten dengan teori perilaku yang diarahkan pada tujuan, di mana faktor eksternal dapat mempengaruhi motivasi dan tujuan perusahaan. Namun, religiosity dan goverment support tidak menunjukkan pengaruh signifikan, yang menciptakan inkonsistensi dengan teori yang menyatakan bahwa nilai-nilai agama dan dukungan eksternal seharusnya berperan penting dalam keputusan bisnis. Temuan ini memberikan wawasan penting tentang faktor-faktor yang mempengaruhi intention to adopt halal practices oleh UMKM dan menyoroti perlunya penelitian lebih lanjut untuk memahami dinamika yang ada dalam konteks ini. Implikasi dari penelitian ini bahwa UMKM perlu mempertimbangkan religiosity dan goverment support dalam intention to adopt halal practices. Strategi melibatkan penguatan nilai-nilai agama, optimalisasi goverment support untuk sertifikasi halal, dan peningkatan strategi pemasaran berbasis nilai-nilai halal. Namun, perusahaan harus menyadari bahwa faktor seperti tuntutan konsumen dan persaingan mungkin tidak signifikan dalam intention to adopt halal practices. Pemerintah dapat memberikan dukungan tambahan, termasuk bantuan sertifikasi halal dan pelatihan praktik halal, untuk mendorong adopsi oleh UMKM dan penelitian berikutnya dapat menambahkan variabel kualitas produk dalam mempengaruhi untuk intention to adopt halal practices.
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