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

PUTRI, DINDA DWI and Bidarti, Agustina (2025) PENGARUH MEDIA SOSIAL LOKAL DAN INFLUENCER HALAL TERHADAP NIAT PEMBELIAN PRODUK OLAHAN PANGAN HALAL UMKM DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

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

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	influencer halal, konsumen muda muslim, media sosial lokal, niat pembelian, UMKM halal
Subjects:	S Agriculture > S Agriculture (General) > S539.5-542.3 Research. Experimentation
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Dinda Dwi Putri
Date Deposited:	03 Sep 2025 08:53
Last Modified:	03 Sep 2025 08:53
URI:	http://repository.unsri.ac.id/id/eprint/183602

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