Skripsi

PENGARUH MEDIA SOSIAL LOKAL DAN INFLUENCER HALAL TERHADAP NIAT PEMBELIAN PRODUK OLAHAN PANGAN HALAL UMKM DI KOTA PALEMBANG

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Penilaian

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The rapid advancement of information and communication technology has transformed patterns of social interaction, shopping behavior, and access to information. Social media now plays an increasingly vital role, particularly among young Muslim consumers. As a promotional platform, social media enables micro, small, and medium enterprises (MSMEs) to reach their target markets more effectively through paid advertisements and visual campaigns. In Palembang, the use of social media by halal MSMEs has expanded and shown positive impacts. Local food products such as processed river fish, traditional snacks, and various halal delicacies exemplify the agricultural and fisheries-based outputs managed by local MSME actors. These products not only fulfill local consumption needs but also have the potential to become key commodities that support the regional economy. This study aims to: (1) analyze the influence of local social media on the purchase intention of halal processed food products from MSMEs in Palembang City; (2) analyze the influence of halal influencers on the purchase intention of halal processed food products from MSMEs in Palembang City; and (3) analyze the role of consumer trust as a mediating variable in the relationship between the use of local social media and the purchase intention of halal processed food products from MSMEs in Palembang City. The research was conducted in Palembang City from June to July 2025 using a survey method. The sampling technique applied was purposive sampling, considering specific criteria relevant to the research objectives. A total of 100 respondents participated in the study, all of whom were Muslim consumers in Palembang aged 18 to 35, active social media users, and had prior experience purchasing halal processed food products from MSMEs. The findings revealed that local social media has a positive influence on purchase intention, whereas halal influencers exhibit a negative influence. Additionally, local social media also affects consumer trust, which in turn mediates the relationship between local social media and purchase intention. These results highlight the importance of authentic, community-based promotional strategies in building consumer trust and driving purchase decisions for halal products. Keywords: halal influencer, halal MSME, local social media, purchase intention, young muslim consumers

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507005573	T183602	T1836022025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

-

Call Number

T1836022025

Publisher

Indralaya : Prodi Agribisnis, Fakultas Pertanian Universitas Sriwijaya., 2025

Collation

xv, 57 hlm.; ilus,; tab, 29 cm

Language

Indonesia

ISBN/ISSN

-

Classification

338.107

Content Type

Text

Media Type

unmediated

Carrier Type

other (computer)

Edition

-

Subject(s)

Industri pertanian
Prodi Agribisnis

Specific Detail Info

-

Statement of Responsibility

SEPTA

Other version/related

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