FAKTOR YANG MEMPENGARUHI NIAT PEMBELIAN PRODUK HALAL SECARA PLATFORM E-DAGANG DALAM KALANGAN PELAJAR MUSLIM UITM

Azarudin Awang; Hisam Satari; Mohammad Syukri  Ab. Jalil; Nasif Sidquee  Pauzi

doi:10.33102/jfatwa.vol31no3.834

Authors

Azarudin Awang Akademi Pengajian Islam Kontemporari, UiTM Cawangan Terengganu, Malaysia
Hisam Satari Akademi Pengajian Islam Kontemporari, UiTM Cawangan Negeri Sembilan, Malaysia
Mohammad Syukri Ab. Jalil Akademi Pengajian Islam Kontemporari, UiTM Cawangan Terengganu, Malaysia
Nasif Sidquee Pauzi Akademi Pengajian Islam Kontemporari, UiTM Cawangan Terengganu, Malaysia

DOI:

https://doi.org/10.33102/jfatwa.vol31no3.834

Keywords:

Faktor, Niat, Produk Halal, e-Dagang, Pelajar

Abstract

Kajian ini bertujuan untuk mengenal pasti faktor yang mempengaruhi niat pembelian produk halal dalam kalangan pelajar Muslim di platform e-dagang, dengan menumpukan kepada empat pemboleh ubah utama: pengetahuan, persepsi, sikap dan pilihan. Kajian ini menggunakan pendekatan kuantitatif melalui edaran borang soal selidik kepada sejumlah pelajar institusi pengajian tinggi awam di Malaysia. Data yang dikumpul dianalisis menggunakan perisian statistik kajian PLS-SEM bagi mengenal pasti hubungan antara pemboleh ubah bebas dengan tingkah laku pembelian. Jumlah adalah 236 dan sampel yang diperolehi seramai 330 orang yang merupakan pelajar tahun akhir yang mengikuti program Diploma di UiTM Cawangan Terengganu dan UiTM Cawangan Negeri Sembilan. Biarpun skop kajian hanya melibatkan dua kampus dan empat program, namun kaedah pensampelan bertujuan (purposive sampling) membolehkan pemilihan responden secara khusus mampu mewakili hasil dapatan kajian di tempat yang lain. Hasil kajian mendapati bahawa faktor pengetahuan, persepsi, sikap, serta ketersediaan produk halal memberi kesan signifikan terhadap niat pembelian pelajar Muslim. Pemahaman terhadap konsep halal dan ketelusan maklumat meningkatkan keyakinan pengguna, manakala sikap positif terhadap pematuhan syariah mendorong kesediaan membayar lebih. Kepelbagaian produk halal pula menggalakkan pembelian berulang di platform e-dagang. Dapatan kajian ini membuktikan bahawa tingkah laku pembelian pelajar Muslim bukan semata-mata dipacu oleh faktor ekonomi, tetapi lebih dipengaruhi oleh nilai keagamaan dan kepercayaan terhadap status halal sesuatu produk.

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