Pengaruh Pengetahuan, Nilai Harga, dan Kepercayaan Konsumen Tionghoa sebagai Variabel Mediasi terhadap Keputusan Membeli Produk Makanan

Abstract

This study is motivated by the growing importance of consumer understanding of halal-certified food products amid increasing economic interaction and consumer diversity, including Chinese consumers. This study aims to analyze the effects of knowledge and price value on Chinese consumers’ trust and their implications for purchasing decisions regarding halal-certified food products. The study employed a descriptive quantitative approach using a survey method involving Chinese consumers of five food products certified as halal by the Halal Product Assurance Organizing Agency (BPJPH). Data were collected through observation, interviews, questionnaires, and documentation, and were analyzed using SPSS through data quality tests, assumption tests, and inferential analysis. The findings indicate that knowledge and price value contribute 52.60% to Chinese consumers’ trust, while the remaining 47.40% is explained by other factors outside the model. Furthermore, these two variables, through consumer trust, contribute 62.10% to purchasing decisions regarding halal-certified food products, while the remaining 37.90% is influenced by other factors. These findings demonstrate that knowledge of halal status and perceptions of price value are important factors in building trust and encouraging Chinese consumers’ purchasing decisions toward halal-certified food products. Therefore, business actors need to strengthen consumer education regarding halal products, implement competitive and transparent pricing, improve product quality, and develop digital marketing strategies to strengthen consumer trust and enhance product attractiveness.