PERCEPTIONS AND PURCHASE INTENTIONS OF MUSLIM AND NON-MUSLIM CONSUMERS FOR ISLAMIC RETAILING
Abstrak
Penelitian ini bertujuan untuk mengukur tingkat minat beli konsumen dalam membeli produk pada retail muslim TokoMu dan Suryamart. Perusahaan retail yang ada di Indonesia sangatlah banyak, namun ada pula yang memiliki ciri khas Islam yang telah dikontribusikan oleh lembaga atau organisasi Islam. Penekanan pada ritel Islami sangat relevan di pasar yang beragam saat ini, menyoroti pertumbuhan bisnis yang memenuhi prinsip-prinsip Islam dan kebutuhan konsumen. Penelitian ini menggunakan metodologi kualitatif yang berkaitan dengan penyelidikan suatu fenomena, upaya menciptakan realitas, dan memahami signifikansi suatu fenomena. Sepuluh informan yang terdiri dari non-Muslim dan Muslim dipilih secara sengaja. Menurut laporan tersebut, mayoritas pelanggan non-Muslim mengetahui sertifikasi halal dan produk Muslim. Mayoritas pelanggan mengatakan bahwa meskipun lingkungan bisnis Islami bukan satu-satunya hal yang membuat mereka memilih untuk berbelanja di toko berbasis Islam, namun lingkungan tersebut harus tetap ada. Kesimpulan: Penelitian ini mengungkapkan bahwa minat beli konsumen di gerai ritel Muslim seperti TokoMu dan Suryamart dipengaruhi oleh berbagai atribut yang disukai konsumen Muslim dan non-Muslim, termasuk persepsi produk halal, suasana toko, kualitas layanan, sertifikasi halal. kesadaran, daya saing harga, variasi produk, promosi dan visibilitas
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