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Abstrak :
Pola konsumsi masyarakat saat ini yang suka makan di restoran telah memunculkan fenomena baru. Masyarakat Indonesia yang mayoritas muslim membutuhkan sertifikasi halal pada restoran sebagai sarana perlindungan dari mengkonsumsi makanan haram. Namun, perilaku konsumen untuk bersantap di restoran halal tidak hanya dipengaruhi oleh adanya sertifikasi halal melainkan juga faktor budaya dan religiusitas. Penelitian ini menggunakan metode Structural Equation Modelling (SEM) untuk membedah pengaruh faktor perceived value, perceived usefulness, budaya serta religiusitas konsumen terhadap behavioral intention konsumen restoran bersertifikasi halal. Responden penelitian ini adalah masyarakat berusia 18-25 tahun yang pernah mengunjungi restoran bersertifikasi halal dalam satu bulan terakhir. Hasil penelitian menunjukkan bahwa perceived usefulness, horizontal collectivism, dan vertical individualism memiliki pengaruh terhadap behavioral intention. Sedangkan variabel religiusitas terbukti mempengaruhi hubungan perceived usefulness dengan behavioral intention, horizontal collectivism dengan behavioral intention, vertical individualism dengan behavioral intention, dan horiontal individualism dengan behavioral intention. ...... The consumption pattern of today?s society that like to dine in restaurant has created a new phenomenon. Indonesia, which is a Muslim majority country needs halal certification on restaurant as a protection for consumer from consuming a non-halal food. However, consumer behavior to dine in a halal certified restaurant is not only affected by halal certification, but also by culture and religiosity. This research using a Structural Equation Modelling (SEM) to analyze the effect of perceived value, perceived usefulness, culture, and religiosity towards cosumer?s behavioral intention to dine in halal-certified restaurant. Respondents of this research are those who are between 18 ? 25 years old and have visited halalcertified restaurant within the last month. This research find that perceived usefulness, horizontal collectivism, and vertical individualism affect consumer's behavioral intention. This research also find that religiosity affect the relationship between perceived usefulness and behavioral intention, horizontal collectivism and behavioral intention, vertical individualism and behavioral intention, and horiontal individualism and behavirola intention.

Abstrak :
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pemahaman konsumen Muslim yang membeli di restoran bersertifikat Halal. Selain itu juga bertujuan untuk mengetahui bagaimana dan seberapa besar pengaruh Attitude Toward Repurchase Halal Product, Halal Self Efficacy, dan Halal Literacy terhadap Repurchase Intention di restoran bersertifikat Halal. Metode analisis data yang digunakan adalah analisis statistik Structural Equation Modelling (SEM). Hasil riset 140 responden menyatakan bahwa meskipun konsumen tahu tentang makanan Halal/Haram namun hal tersebut tidak mempengaruhi keinginannya untuk membeli di restoran bersertifikat Halal. Selain itu, hasil riset juga menyatakan variabel Attitude Toward Repurchase Halal Product dan Halal Self Efficacy berpengaruh signifikan terhadap Repurchase Intention di restoran bersertifikat Halal, sedangkan variabel Halal Literacy tidak berpengaruh signifikan tetapi pengaruhnya secara tidak langsung melalui Attitude Toward Repurchase Halal Product dan Halal Self Efficacy.

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ABSTRACT
This research aimed to investigate the understanding of Muslim consumers who purchase their needs at halal certified restaurant. Besides, it also aimed to observe how and to what extent the influence of Attitude Toward Repurchase Halal Product, Halal self efficacy, and Halal literacy toward repurchase intention at Halal certified restaurant. The data analysis was conducted statistically with Structural Equation Modelling (SEM). Based on research on 140 respondents, it was shown that the consumers’ awareness of Halal and Haraam foods did not affect their interest to buy at halal certified restaurant. In addition, the result showed that Attitude Toward Repurchase Halal Product and Halal self efficacy variable were significantly influential toward repurchase intention at halal certified restaurant, while Halal Literacy variable was not significantly influential yet influenced indirectly through Attitude Toward Repurchase Halal Product and Halal self efficacy.