Perilaku Konsumen Berbelanja Online Produk UMKM Selama Pandemi Covid-19 di moderasi oleh Kehalalan Produk

"AbstraksiThe Covid-19 pandemic has caused restrictions on activities and interacting with the community, especially in an effort to fulfill the needs of household life, it is no longer easy to get necessities by shopping at shopping centers, so that it also affects people's behavior in shopping for necessities of life. As many as 419 respondents were used as objects in this study, data collection was carried out by distributing questionnaires through google form, using instrument test, multiple linear analysis, t test, F test and Moderated Regression Analysis (MRA) test as an analytical technique. In this study, it is known that halal strengthens the external subject norm and weakens the internal subject norm in influencing consumer behavior in online shopping for UMKM products..AbstractPandemi Covid-19 menyebabkan terjadinya pembatasan beraktivitas dan berinteraksi masyarakat, khususnya dalam upaya pemenuhan kebutuhan hidup rumah tangga, tidak lagi mudah mendapatkan kebutuhan dengan berbelanja di pusat perbelanjaan, sehingga berpengaruh pula pada perilaku orang dalam berbelanja kebutuhan hidup. Sebanyak 419 responden dijadikan objek dalam penelitian ini, pengumpulan data dilakukan dengan penyebaran kuesioner melalu google form, menggunakan uji instrumen, analisis linier berganda, uji t, uji F dan uji Moderated Regression Analysis (MRA) sebagai teknik analisis. Dalam penelitian ini diketahui bahwa kehalalan memperkuat external subject norm dan memperlemah internal subject norm dalam mempengaruhi perilaku konsumen dalam berbelanja online produk UMKM.