The Influence of Halal Knowledge on the Attitude of Syar'i Fashion Consumers in Surabaya

ABSTRAK

Perilaku konsumen muslim dalam mengonsumsi suatu produk, hendaknya melihat pada sisi kehalalan atau syariat Islam, termasuk dalam hal pakaian. Penelitian ini bertujuan untuk mengetahui bagaimana hubungan antara pengetahuan halal terhadap sikap konsumen muslim di Surabaya atas konsumsi fesyen syar'i. Metode kuantitatif penelitian ini menggunakan pendekatan korelasi dan menggunakan PLS. Hasil pada penelitian ini adalah pengetahuan berpengaruh positif signifikan terhadap sikap konsumen fesyen syar'i di Surabaya. Sehingga, produsen dan pemasar harus memperhatikan kehalalan dalam memproduksi dan memasarkan produknya.

Kata Kunci: Fesyen Syar'i, Pengetahuan Halal, Sikap, Perilaku Konsumen.

ABSTRACT

Muslim consumer behavior in consuming a product should look at the halal side or Islamic law, including in terms of fashion. This research aims to find out how the relationship between halal knowledge to Muslim consumer attitudes in Surabaya over the consumption of syar'i fashion. The quantitative method of this research uses a correlation approach with PLS. The result of this study is that knowledge has a significant positive effect on the attitude of consumers of syar'i fashion in Surabaya. Thus, manufacturers and marketers should pay attention to halalness in producing and marketing their products.

Keywords: Fashion Syar'i, Halal Knowledge, Attitude, Consumer Behavior.

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