FACTORS INFLUENCING HALAL PRODUCTS PURCHASE INTENTION AND ACTUAL PURCHASE IN INDONESIA FINAL PROJECT By NABILA EMIRA 190 13 067 Undergraduate Program School of Business and Management Institut Teknologi Bandung 2016 i FACTORS INFLUENCING HALAL PRODUCTS PURCHASE INTENTION AND ACTUAL PURCHASE IN INDONESIA Nabila Emira 19013067 Supervisor: Yuliani Dwi Lestari, Ph.D Bachelor of Management Program School of Business and Management Institut Teknologi Bandung, 2016 ABSTRACT The awareness and demands for Halal increase overtime as the Muslim population grows rapidly. This phenomenon does not only happen in Islamic based country but also in several countries with small Muslim population. As the world’s most populous Muslim country, Indonesia has a bigger role and responsibility to protect its citizen’s right in obtaining Halal products. While the consumers’ need of halal product extended to non-food sector, the needs of halal product certification are also increasing from the non-food industry side. Owing to the diversity of consumers and industries needs in halal certified product related, this research necessarily conducted to investigate factors behind Indonesian Muslim’s intention in purchasing halal products, which also affected the actual purchase. Theory of Planned Behavior (TPB) that originally proposed by Ajzen (1985) is used in this study as the guidance to develop research model and questionnaire. The questionnaires are distributed to Muslim in Indonesia. Using data from 832 people, this study applies structural equation modeling (SEM) techniques with confirmatory factor analysis (CFA) for testing the hypothesis and estimating the relationship among variable. The result shows that attitude does not have a significant relationship with purchase intention. This is contrary to TPB theory and previous studies that took place in Malaysia. On the other hand, subjective norms and perceive behavioral control have a significant relationship with purchase intention, while the purchase intention has a significant relationship with the actual purchase. This study will give some recommendation that might be useful for industries for creating expectation regarding halal products purchasing and improving consumer’s sense of ability to buy Halal products. Keywords: Halal Product; Theory of Planned Behavior; Purchase Intention; Indonesia iii FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI PRODUK HALAL DAN PEMBELIAN SEBENARNYA DI INDONESIA Nabila Emira 19013067 Pembimbing: Yuliani Dwi Lestari, Ph.D Program Sarjana Manajemen Sekolah Bisnis dan Manajemen Institut Teknologi Bandung, 2016 ABSTRAKSI Kesadaran dan tuntutan akan Halal mengalami peningkatan seiring populasi Muslim yang tumbuh dengan pesat. Fenomena ini tidak hanya terjadi di negara yang berbasis Islam, namun juga terjadi di beberapa negara yang memiliki sedikit penduduk Muslim. Sebagai negara berpenduduk Muslim terbesar di dunia, Indonesia memiliki peran dan tanggung jawab yang lebih besar untuk melindungi hak warga negara yang dalam memperoleh produk halal. Sementara kebutuhan konsumen terhadap produk halal meluas ke sektor non-pangan, kebutuhan sertifikasi produk halal juga meningkat dari sisi industri non-pangan. Karena keragaman keperluan konsumen dan industri terkait produk halal dan sertifikasi, maka penelitian ini perlu dilakukan untuk menyelidiki faktor di balik minat Muslim Indonesia dalam membeli produk halal, yang juga dapat mempengaruhi pembelian sebenarnya.Berkaitan dengan hal tersebut, penelitian ini memiliki tujuan untuk menentukan faktor-faktor yang mempengaruhi minat beli terhadap produk halal di kalangan konsumen Indonesia. Teori Rencana Perilaku (TPB) yang awalnya diusulkan oleh Ajzen (1985), digunakan dalam penelitian ini sebagai pedoman untuk mengembangkan model penelitian dan kuesioner. Kuesioner didistribusikan ke masyarakat Muslim di Indonesia. Menggunakan data dari 832 orang, penelitian menerapkan teknik permodelan persamaan struktural (SEM) dengan analisis faktor konfirmatori (CFA) untuk menguji hipotesis dan memperkirakan hubungan antara variabel. Hasil penelitian menunjukkan bahwa sikap tidak memiliki hubungan yang signifikan dengan minat beli. Hal ini bertentangan dengan teori dan studi penerapan TPB sebelumnya yang berlangsung di Malaysia. Di sisi lain, norma subjektif dan persepsi kontrol perilaku memiliki hubungan yang signifikan dengan minat beli, sedangkan minat beli memiliki hubungan yang signifikan dengan pembelian sebenarnya. Penelitian ini akan memberikan beberapa rekomendasi yang berguna bagi pelaku usaha untuk menciptakan ekspektasi mengenai pembelian produk halal dan meningkatkan kemampuan konsumen dalam pembelian produk Halal. Kata kunci : Produk Halal; Theory of Planned Behavior; Minat Pembelian; Indonesia APPROVAL PAGE FACTORS INFLUENCING HALAL PRODUCTS PURCHASE INTENTION AND ACTUAL PURCHASE IN INDONESIA By 
NABILA EMIRA ID No: 19013067 A Final Project in Partial Fulfillment
 of the Requirement for the Degree of Bachelor of Management Undergraduate Program of Management Study School of Business and Management Institut Teknologi Bandung Approved By __________________________
 Yuliani Dwi Lestari, Ph.D NIP. 198207092010122002 v FOREWORD First of all, author would like to say her greatest gratitude to Allah SWT for all of His guidance throughout this final project preparation until becoming a graduate of SBM ITB. This process was a life changing experience for the author as it built author’s way of thinking. This study would never be achieved without the helping hands from my beloved ones: 1. Mr. Satria Jaya and Mrs. Salwa Zakaria, as my source of motivation and happiness who always give an endless love and support. 2. Mrs. Yuliani Dwi Lestari, as my amazing supervisor who always gives support, time knowledge as well as guidance in the drafting process of this final project. 3. M. Ardhiansyah, M. Azmi and Anita, as my loving brothers and sister in law who become inspiration models and gives motivation as well. 4. Ms. Meilia Amalia, as the administrator of Halal Kitchen Facebook page who help to distribute the questionnaire in the page, 5. Azka and Siti, as my halal project team for the coordination during the completion of this final project, 6. Syifa, Marwah, Dian, Zandri, Adit, Dimas, Gungwah, Imeh, as a place to share experiences and discussion especially during this final project. Finally, this final project is none other than a collaborative success. Hopefully these entire project elements may give positive benefits for all of us. Bandung, 23 st of August 2016 Nabila Emira 19013067 vii LIST OF CONTENT ABSTRACT ................................................................................................................................ i ABSTRAK ............................................................................................................................... iii FOREWORD ............................................................................................................................ v LIST OF CONTENT ...............................................................................................................vii LIST OF FIGURES .................................................................................................................. xi LIST OF TABLES .................................................................................................................